A summary of the stages I use to plan and execute an editorial environment
Just like a functional build of a platform or any other web tool or functionality, I’ve always believed that editorial environments (both in terms of functionality and content) can be built using an (agile) ‘implement, assess, evolve’ methodology.
That is to say, get something out there immediately, assess how it is received using comments on-site and in the social spaces, analytics, and other user feedback, and evolve from there. Unlike a newspaper or book, the web allows quick change and evolution, and to not take advantage of this wastes resource and money.
That said, some simple planning can give you, and the people working for you a greater sense of who the website is for and about, and a structure to work within.
After the jump you can see my process for the conceptualisation and delivery of a new editorial environment, whatever platform (website, blog, twitter account) that may be in.
The steps below outline how I’ve historically worked to plan editorial environments. It’s my approach, and you can feel free to take from it what you like. I’d love to hear your comments and criticisms below as I’m always trying to learn from the experience of others and start a debate.
The approach I like to take is to limit each of the below to about a day’s worth of work, and the final result to be at most a one-pager. I don’t know about you, but I’m a massive fan of brevity, and there’s no way even the most complex editorial environments couldn’t be described on a side of A4. If it takes longer, I’d bet my collection of low-rent mediocre American romcoms that it’s doomed to fail.
1. Who am I talking to…
Start by learning everything there is to know about your current or potential audience. Obviously start with their age, gender, passions, but also look at their fears, aspirations, brand affiliations, where they spend their time online. Profile them, learn about them, know them inside out. This information is what helps you make a product that resonates with them.
2. Can I make money and who else is out there?
You have an audience, and you’ll be starting to think about the product at the end of this process, but now is to assess what else is out there for them. If you have commercial aims you should be collecting information on the competitor set – uniques, revs, anything you can get. You might have found your audience has an insatiable appetite for gossip, but at this stage you might realise there is a proliferation of
3. Define editorial tone
If you have commercial ambitions and passed through stage 2, or you’re really not fussed about making money… you’ll find youself here. Your tone is all about the feel of your writing, humorous, honest, blunt, sarcastic, aspirational, etc or any mix. If you’re blogging your tone may very well just be your voice. But having consistent values and a feel for the writing and how that appeals to your audience should give you a structure to work within.
4. Define editorial publishing schedule, form, highlights
There are many things that form great editorial on the web.
Once you have decided the tone of the content you will create and, you need to assess the form and frequency of which you will publish this content. I traditionally break down content into the following.
– Short form – short/newsy/bloggy content usually frequently delivered
– Trend driven – potentially longer / more in-depth content that can have relevancy over several months.
– Long form – content that lasts longer, usually that doesn’t ‘expire’. Not newsy or timely content but instead stuff that can be put online and left.
– Highlights – what are the core editorial offerings that make is unique. What do we do best.
5. Build the environment
The reason that defining the publishing schedule and form of your editorial is imperative? Because… this defines how you plan your website or platform to best sell and deliver this content.
- Would a series of health guides work well as a blog? How would I find the information.
- If you’re publishing lots of newsy-content does a portal-like site make sense.
- How do you sell different forms of content in the most logical and engaging way?
6. Execute, assess, evolve, iterate
Because it makes sense
And there you have it. Obviously some of these steps and processes may well be defined and planned already, others may take more time. But for me, these are the core steps in building a product. Depending on your time, budget and motivations, these stages my be insignificant or life or death, but either way, thanks for taking the time to read this post, and let me know your thoughts below…