But there you have it, what’s the point of an editorial calendar if it’s not followed? Nothing, we agree. We regularly work on the editorial calendar of our clients as part of our Workshop service. We define the article subjects, the conversion funnels to set up, and the publication dates. Fortunately, it has rarely happened to me to see a client China Email Lists editorial calendar… Needless to say that the results were not at the rendezvous. Rigor is a key quality for the web editor who must take good care of: Now that we have seen the essential qualities and skills of a web editor, let’s see the process to follow to generate results. The work of the web copywriter goes far beyond pure and simple writing. Here are the 7 steps to follow to be successful in web writing:
Define your editorial line. If you do web writing, you’ve inevitably found yourself in front of your computer, an open, blank doc document, wondering what you were going to be able to post. No? Me, anyway, it happened to me for years. Until I finally worked on my editorial line. And my calendar, but we’ll come back to it right after. The idea here is to base yourself on the reflection of your persona: The digital marketing purchasing journey. According to the 3 stages of his reflection, the buyer asks himself different questions. If you can identify them, you will have your editorial line. Work on an editorial calendar. Logically, if you have worked well on your editorial line, your calendar will flow by itself.
Title tag and meta description, what is it?
This is a very general recommendation and therefore may need to be adjusted for you, but what I have observed with my clients for ten years now is that it is often necessary to write two content per week to generate results. To identify the two best days of the week for your web writing. Then, take care to alternate awareness, consideration, decision content: This step, we are quickly tempted to skip it. Me, even, it happened to me in the past. Then I understood that the time I had saved, I was systematically losing it x10 thereafter. Without research, there is a good (bad) chance that you will have to come back to your content in a few months because it is not generating traffic.
In your research, you should therefore plan to identify and analyze: Content that is well referenced around your subject; The questions that your target may ask on this subject; The most relevant answers to provide; When I get ready to write on a topic, I look at the top results on Google. I identify their strengths and their shortcomings. I analyze content that performs well across the Atlantic to find new ideas. Then after that, I research my keywords! Identify the right keywords. Before, for SLN, I wrote up to 5 articles per week. Sometimes more. Needless to say, I didn’t take the time to research and often even skip keyword identification. I defined it “in my head” and I went all out without checking its relevance. NO! Waste of time!
The optimization of the meta description
In web writing, the guesswork eliminates any chance of a return on your investment. You need to define the right keywords for your topic. Those who are both sufficiently gripped but not overly competitive. How? ‘Or’ What? The guide to choosing your SEO keywords. Write the content. Here we are. Here is the key point of web copywriting. How to write effective content? Here is the anatomy of a relevant article: The pyramid of web writing. Anatomy of successful web content. The title of your article. It seems that 80% of Internet users only read the title of an article. Frustrating when you’re a web editor isn’t it? This can be explained by two things: Either the Internet user wants to find an answer immediately, from the title; Either the titles you write do not encourage reading; Make your choice.
The title of your article directly affects your click-through rate in Google results. Write it down taking either to convey the promise of your content. We are not going to lie to each other, rare are Internet users who read the entire content. Besides, if you are still here, thank you! To put the odds on your side, it is important to be impactful from the beginning of your article. Here I recommend you to use the AIDA copywriting technique. In web writing, one may be tempted to provide a solution to the Internet user’s problem at the end of the content to keep it until the end. Very bad idea. The Internet user is in a hurry, if he does not find the answer to his question, he will go back to the Google results.