Pourquoi une ligne éditoriale est-elle un plus pour un rédacteur web ? – Light Agency
Lorsque l’on dispose d’un site internet ou encore d’un blog et que l’on fait appel à plusieurs professionnels de l’écriture, il est plus que recommandé de gérer « l’empreinte » de l’auteur.
Pour ce faire, le recours à une charte éditoriale, à une ligne d’écriture est, à mon sens, une nécessité. Cette mise en place peut sembler fastidieuse (et l’est sans doute), toutefois, ce document permettra de guider et d’uniformiser toutes les plumes pour un rendu optimal. L’image de votre entreprise n’en sera que renforcée et le référencement de vos contenus que plus optimisé.
Qu’est-ce que c’est au juste une ligne éditoriale ?
Pour donner une définition simple, il s’agit des règles que vous allez mettre en place et qui vont servir de guide à toutes personnes rédigeant à destination de votre site ou de votre blog. Votre charte éditoriale offrira ainsi une harmonie de contenus en expliquant en détail :
- les sujets à traiter et par conséquent les mots clés principaux et secondaires à travailler ;
- le ton qu’il sera nécessaire d’utiliser : conventionnel ? Formel ? Commercial ? Sympathique ? Didacticiel ? ;
- les objectifs que vous souhaitez atteindre, mais aussi et avant tout, la cible que vous voulez toucher ;
- les canaux de communication dont vous allez faire usage.
Votre ligne éditoriale sera alors le miroir de votre cœur de métier, de vos valeurs et de votre marque. Elle est donc une aide précieuse pour vos rédacteurs Web ou votre Community Manager si vous en avez un !
Charte éditoriale : tout ce que vous devez y inclure !
Dans la mesure où cette charte va transmettre à votre public cible votre « intention visuelle » et vos émotions, il est incontournable qu’elle explique de manière détaillée vos exigences. Pour ce faire, il est important que les éléments suivants composent votre brief rédactionnel :
- les thèmes qu’il est impératif d’aborder. Vous devez ainsi soit suggérer à votre rédacteur le ou les sujets à développer soit lui imposer. Souvenez-vous néanmoins que vous faites normalement appel à un expert du SEO. Appuyez-vous sur ses qualités. Il sera assurément pour vous une source de propositions variées et de qualité ;
- la présentation des contenus. Chaque professionnel à sa manière bien à lui de rédiger, mais également de présenter un article. En sachant cela, couchez sur le papier le nombre de H2 minimum, le recours ou non au H3, l’utilisation d’une ou plusieurs listes à puces ;
- la date butoir pour rendre le travail. Certaines personnes ont réellement besoin de cette information pour produire ;
- l’utilisation ou pas de liens externes. C’est là un point très important. En effet, la recherche de liens pertinents est souvent une tache complexe ou du moins chronophage. Il semble par conséquent important de définir si cette dernière revient ou non à la personne qui vous fournira le contenu ou si vous désirez le faire par vous-même. Bien valider cela en amont permettra de ne pas devoir retoucher ou revenir sur le texte après sa livraison ;
- le nombre de mots. Là encore, pour éviter tout conflit ou mauvaise interprétation, ne soyez pas flou. Si vous avez besoin d’un texte de 800 mots, dites-le ! Vous ne serez ainsi pas livré d’un contenu ne répondant pas à votre cahier des charges ;
- la cible que votre page blog ou internet veut atteindre. En effet, on ne s’adresse pas à des jeunes comme on le fait avec des personnes plus âgées. De même, le contenu sera beaucoup plus travaillé si vous comptez séduire un public déjà expert ;
- le recours aux photos. Il faut être extrêmement vigilant concernant l’utilisation de ces dernières. Il va sans dire qu’il est indispensable de poser les règles dès le départ. Image libre de droits ou photothèque ? Choix laissé à la libre appréciation du rédacteur ou imposé ? Format d’image paysage exclusivement ou non ?
Vous avez maintenant toutes les cartes en main pour mettre en place une ligne éditoriale claire, concise et efficace. Il ne vous reste plus qu’à vous y mettre. Vous verrez, grâce à elle, vous obtiendrez des contenus de qualité vous ressemblant vraiment !
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