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Is Wordtree an editorial planning and strategy agency?

Yes. Wordtree is an editorial planning and strategy agency. We’ve worked with organisations from all over the world and from a variety of sectors to help them create an editorial strategy.

From a tiny start-up in the food and drinks sector to an iconic British bank, we’ve helped our clients create an editorial strategy so they can plan their communications, improve their internal efficiency and increase their customers’ trust in and loyalty to their brand. Please get in touch if you’d like to talk to us about editorial planning and strategy for your organisation.

What’s the difference between editorial strategy and content marketing strategy?

An editorial strategy and a content marketing strategy are different, although they are related and do work alongside each other.

The purpose of an editorial strategy is to make sure that all written collateral aligns with and drives an organisation’s business goals and brand.

The purpose of a content marketing strategy is to generate leads as part of an inbound marketing strategy. It’s designed to help you increase leads and convert new or existing customers to, for example, sign up to something or buy from you.

Typically your editorial strategy will guide your content marketing strategy and help you maintain a consistent approach across your brand communications.

How do you use an editorial strategy for social media?

Because an editorial strategy covers all your written collateral, you can use it to build a strategy for social media. You can use it to help you plan which social media you use, your messaging, tone and how appropriate different materials are to share.  

For example, an editorial strategy will give you a clear plan for which style of communication you send to your customers at different times and at each stage of their customer journey. You can use social media to support these communications and your editorial strategy will help you plan how to do this.

Editorial strategy: Definition

An editorial strategy is an overarching rationale for any written collateral you produce, across your whole organisation. This could be communications for your customers, your staff or your investors.

An editorial strategy provides a framework for all the written content your organisation produces. Having an editorial strategy helps you introduce consistency:

  • In formats
  • In tone
  • In messaging

It also gives you an overview of what you’re saying to your customers at each touchpoint in the customer journey. (And for us, a customer could be an internal customer too.)

It works alongside your other internal guides such as your tone of voice and brand guidelines.

For example, communications produced under your editorial strategy will guide your customers through their journey with you, as they’ll be able to instantly recognise what kind of communication you’ve sent them. This consistency can help increase your customers’ trust in and loyalty to your brand.

How long does it take to create an editorial strategy?

How long it takes to create an editorial strategy depends on the size and structure of your organisation. It also depends on how detailed you want the strategy to be and on the level of budget and resourcing you can dedicate.

What is an editorial strategy calendar?

An editorial strategy calendar is a list of dates that shows when you will be producing different communications across your entire organisation. Because it will help you plan ahead it can help you improve efficiency and reduce costs.

An editorial strategy calendar can help your design team, if you have one, as it will tell them exactly what style of document they will be producing at different times of the year.

And because it gives you a detailed overview of all your written collateral, it gives you an easy way to pinpoint areas and generate ideas where you can support your customers and strengthen your campaigns.

What is a website editorial strategy?

A website editorial strategy will help you plan the content for your website. However, we’d always recommend you view it as part of your wider editorial planning and strategy, rather than as a strategy on its own. This will help you maintain a consistent approach across all your brand communications.