Publication date : 03/20/2025
Course : Developing an effective editorial strategy: from concept to the creation of engaging contentMethods and tools for the web and social networks
Practical course - 2d
- 14h00 - Ref. SEE
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 | Understand the fundamentals of an effective editorial strategy for the web and social networks |
| Develop a content marketing strategy adapted to different types of audience (B 2 B, B 2 C) |
| Create optimized, engaging content for the web and social networks |
| Integrating and optimizing content creation with artificial intelligence |
| Plan and measure the effectiveness of actions using tools and performance indicators |
Intended audience
Communications and marketing managers, community managers, web editors and content creators, digital project managers...
Prerequisites
No
Practical details
Hands-on work
Practical workshops, experience sharing and collective reflection.
Course schedule
1 Understanding multi-channel editorial strategy
- The fundamentals of an editorial strategy for the web and social networks
- The differences between B 2 B and B 2 C approaches: objectives, tone, type of content
- Analyze the audience and its expectations to establish relevant personas
- Set clear objectives: increase web traffic, engage your community, generate leads, convert...
- From standardized content to intelligent content: why and how to adapt your messages?
Storyboarding workshops
Sharing of experience between participants. Presentation of best practices and examples.
2 Defining an effective editorial strategy
- The main content formats: articles, videos, podcasts, newsletters, stories...
- Specifics of the main platforms (website, LinkedIn, Instagram, TikTok, X, Facebook)
- Understand and integrate the concepts of inbound marketing and the customer journey into your strategy
- Use the Sherpa strategy
- Consider diversifying platforms and decentralized social networks (Mastodon, Bluesky...)
- Choosing the right tone and adapting messages to each channel
Case study
Compare the editorial strategy of two competing companies (B 2 B or B 2 C).
3 Writing engaging content B 2 B and B 2 C
- Writing for the web: SEO and referencing on social networks, principles of readability
- The importance of storytelling and copywriting: creating value and engaging content
- Vary and test different formats with your audience
- Leverage complementary levers (Paid, Owned, Earned media)
- Encourage engagement: call-to-actions, immersive content (surveys, quizzes)
- New forms of engagement and co-creation: crowdsourcing, crowdfunding, teambuying...
- Create eye-catching visuals with Canva
Hands-on work
Design an engaging post (text + visuals) adapted to a chosen platform and target.
4 Integrating AI into your content strategy
- Introduction to generative AI: ChatGPT, Midjourney (visuals)...
- Use AI to identify relevant topics, optimize your editorial calendar, find different angles adapted to your target audience
- Exploit AI tools: identify trends and opportunities, optimize texts, generate summaries...
- Advantages, limits and ethics in the use of AIs
Hands-on work
Use cases: find topic ideas, write articles or publications, create visuals.
5 Planning and organizing content
- Drawing up an editorial calendar: principles, tools and methodologies
- Alternate "hot" content (news, events) and "cold" content (long-term)
- Manage recurring content: newsletters, blogs, periodic videos
- Working in project mode: coordination with teams (marketing, design, sales)
- Automate tasks and schedule publications: Hootsuite, Swello, Buffer...
- Collaborate and manage teams: Monday, Trello, Notion, Slack
Hands-on work
Drawing up an editorial calendar for a real or fictitious project over one month.
6 Measure and optimize content performance
- Identify the right KPIs: engagement, clicks, conversions...
- Analyze data with tools such as Google Analytics, Meta, LinkedIn Analytics...
- Adapt and optimize : A/B testing, reuse of successful content
- Use AI tools to synthesize data: ChatGPT to write reports, interpret statistics
- Building an individualized action plan: objectives, stages and tools
Hands-on work
Présentation d’un mini-plan stratégique ou d’une campagne éditoriale. Partage entre participants : retours sur les stratégies et les ajustements proposés.
Customer reviews
4,1 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
ZOÉ D.
08/12/25
5 / 5
Le contenu transmis par Brigitte était très intuitif et m’a permis de monter en compétence afin de challenger les processus actuellement en place dans ma société. La dynamique de groupe nous a également permis de pouvoir échanger simplement et partager nos expériences et les différents outils que nous pouvons utiliser au quotidien.
CLARA F.
08/12/25
4 / 5
Contenu clair. Animation agréable et échanges sympathiques. J’aurais apprécié davantage d’exercices de rédaction (hors IA).
BENJAMIN T.
08/12/25
4 / 5
Contenu très intéressant, formation dense pendant laquelle on passe parfois rapidement sur certains sujets. Quelques soucis de connexion, rendant moins fluide la formation à distance plutot qu’en présentiel.
PARTICIPANTS
Communications and marketing managers, community managers, web editors and content creators, digital project managers...
PREREQUISITES
No
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Communications and marketing managers, community managers, web editors and content creators, digital project managers...
PREREQUISITES
No
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Dates and locations
Select your location or opt for the remote class then choose your date.
Remote class
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Date garantie en présentiel ou à distance
Session garantie