Creating An Editorial Structure

Julia Clementson

Content needs a structure to have a cohesive presentation. What good is anything if it is out of order or out of context? Businesses that have an online presence are no stranger to using content-driven marketing to build brand relationships. The effectiveness of this comes down to how well their content campaigns are organized.

Well-placed call-to-actions are the focal point of all content and need to be accompanied by rich headlines, engaging imagery and vivid copywriting. The problem with many online accounts is the organization of their curated content. Are they simply posting aesthetically pleasing images on Instagram or are they creating campaigns that contribute to an overall arc?

TV shows have a standard format during their run. First, the pilot episode introduces the main character and the general storyline. It highlights a problem that is solved by the end of its premiere. The episodes that follow usually have a standalone plot, but foreshadowing is clear. Emphasis on particular elements is constant and noticeable to the viewer. Over time, these elements create a secondary storyline and culminate in another sequence of events to draw in the audience.

Content marketing should be like that. The climax and resolution is your CTA and desired response.

Preparing content is more than just jotting down notes and hoping for the best. It takes time and effort to outline the best content to put forward. Those in the Writers’ Room of any program can attest to the long hours spend crafting a coherent episode and a game plan for the entire season. These ideas don’t just fall from the sky. Sitting down and waiting for inspiration to strike is less productive than actively finding solutions.


Therefore, you need to:

1. Create Sound Goals

It’s one thing to have a rough idea of what you want to do, and it’s another to have a strategy in place. You should have a clear view of what you want to achieve, not just in terms of metrics, and why these goals are beneficial to your business.

2. Create A Schedule

It is important to know when you will publish your content and how often you will do this. A consistent schedule will have your audience waiting for you. You should also conduct experiments to determine the optimal times for publishing.

3. Plan Content In Bulk

What’s the point in planning if you’re taking things one day at a time? Invest your time into planning and preparing batches of content. You don’t have to do things long in advance as preparing content in small batches can help you save time.

4. Keep It Versatile & Niche

This looks like a contradiction, but it really isn’t. Most niches are large enough for you to be creative. Don’t revisit the same topic over and over - just try to expand into different areas of the same field. Your content will always be fresh and exciting for your audience.

5. Keep It Organized

It doesn’t matter if you use a spreadsheet or a notebook, keeping track of your content will make the creation and publishing easier. You don’t need to overcomplicate what you are doing because a simple chart or table will suffice.

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