The editorial line is one of the most important pillars for the success of a marketing strategy digital. Defining a clear editorial line helps maintain cohesive communication, conveying the right message to the right audience.

This concept goes far beyond defining themes or topics, encompassing the brand's identity, tone of voice and values.

But, in practice, what is an editorial line and what is its function?

What is editorial line?

An editorial line is a set of guidelines that guide the creation of a brand's content, whether on social media, blogs or any other communication channel.

It sets the tone, language, themes and values ​​that should be conveyed.

It works as a guide to ensure that all communication pieces are aligned with the company's identity and what it wants to convey to its audience.

Unlike an editorial calendar, which organizes the frequency and schedule of posts, the editorial line is more related to the essence of the content and the brand's positioning.

Therefore, it is important to be clear about what editorial lines are and how they impact digital marketing.

How important is the editorial line?

The editorial line is essential to ensure that brand communication is consistent and effective.

Since the brand defines the tone and values ​​to be conveyed, it facilitates the creation of content that reinforces the company's identity and creates a connection with the public.

Consistency in communication increases brand credibility, builds a strong identity and improves engagement.

When a company has a well-defined editorial line, it avoids fluctuations in communication style and allows it to stand out in the competitive market, offering content that speaks directly to the needs and desires of consumers.

How to define the editorial line

Editorial guidelines are defined with some strategic steps, so it is possible to create a clear and efficient guide for content production.

1. Know your product in depth and what it offers

The first step in defining an editorial line is to have a deep understanding of the product or service you offer. 

It is necessary to know the characteristics, differences and benefits of what is being promoted.

This will help define which themes and approaches should be used in content creation, always taking into account how the product can solve problems or add value to the customer.

2. Market analysis

Market analysis is essential to identify how competitors communicate and which trends are on the rise in your sector.

This analysis helps you adjust your editorial line to not only follow trends, but also create a unique approach that sets your brand apart.

Looking at your competition can provide valuable insights into what works and what doesn’t in terms of content.

3. Map the target audience

Knowing exactly who your target audience is is essential to creating an effective editorial line.

Understanding your audience's demographic profile, interests and consumption habits allows you to create content that truly engages them.

This can involve anything from using more formal language to choosing specific topics that are relevant to the audience.

4. Discover your customer's pain points

Mapping the problems your customers face is essential to creating content that offers solutions.

The editorial line must address these issues and present your product or service as the ideal solution.

The more the content connects with the audience's needs, the greater the engagement and the likelihood of conversion.

What is the difference between an editorial line and an editorial calendar?

While the editorial line is the set of guidelines that guide the creation of content, the editorial calendar organizes the publication of that content over time.

The calendar determines which topics will be covered on each date, in which formats (text, video, image) and on which platforms (Instagram, blog, etc.).

Both are complementary. The editorial line provides the creative direction, ensuring consistency in the message, while the editorial calendar ensures an organized and strategic execution.

In short, the editorial line is the “what” and “how” to communicate, while the calendar defines the “when” and “where”.

Editorial line: examples to follow

Suppose you are creating an editorial line for a natural cosmetics brand.

This company wants to position itself as sustainable and environmentally friendly, highlighting the quality of its products, which are free of artificial ingredients and not tested on animals.

The brand's main objective is to educate the public about the benefits of natural cosmetics and attract consumers looking for healthier and more sustainable alternatives for their skincare routine.

In this case, the editorial line should focus on themes such as:

• Sustainability in beauty: with posts that explain the environmental impact of conventional cosmetics and how sustainable choices can contribute to the well-being of the planet;
• Natural ingredients and their benefits: educational content about the benefits of each natural ingredient used in the brand's products, showing how they are more effective and healthier than chemical options;
• Conscious skin care: tips on how to develop a skincare routine that respects the environment and skin health, without the use of harsh chemicals;
• Stories of the founders and their motivations: show the journey of the brand's creators, their commitment to sustainable practices and their personal values, reinforcing the company's authenticity and values.

With this editorial line, the brand is able to position itself as a reference in the natural cosmetics segment, attracting a conscious audience aligned with the values ​​of sustainability.

Instagram editorial line: examples

Now, imagine another brand, this time an online store that sells fitness clothing for women.

The company's proposal is to offer functional and stylish pieces, with a focus on comfort and high performance during training.

The target audience is women between 25 and 40 years old, who practice physical activities regularly and value both the aesthetics and performance of the clothes they wear.

In this case, the editorial line for Instagram can be addressed as follows:

• Workout and style tips: posts that show how to combine the collection's pieces with different types of exercise, such as yoga, weight training and running. The photos can be of influencers wearing the brand's clothes in sports environments, always highlighting comfort and practicality;
• Testimonials from real customers: stories and highlights that feature authentic testimonials from customers about their experience with the brand's products, reinforcing the trust and quality of the pieces;
• Fitness and self-care routines: content that not only promotes clothing, but also encourages healthy lifestyle habits, with quick tips on exercise, nutrition and self-care, all related to the fitness universe;
• Exclusive promotions and launches: create engagement with special offers for followers on Instagram, as well as teasers for new launches, always using direct and relaxed language, with calls to action that arouse urgency and the desire to purchase.

This editorial line on Instagram helps the online store build an engaged community around the brand, offering not only products but also an active and healthy lifestyle, aligned with the values ​​of its target audience.

Read more at: 

Instagram editorial line examples

Meet GS2 Marketing

Defining a clear editorial line is a fundamental step towards achieving success in digital marketing strategies. It guides content creation, ensuring consistency, relevance and alignment with the public's interests.

Regardless of the platform, a good editorial line helps to strengthen the brand identity, increase engagement and build a solid relationship with the consumer.

In addition, you can still count on our help to create a personalized editorial line for your brand. Bring your brand to GS2 Marketing Digital!

Our main goal is to always be a true lead generation and conversion machine, acting seriously and intelligently in digital marketing to provide increasing market recognition. 

Currently, our team also has a CRM implementation and configuration service to help with the performance of sales teams.

Don't waste time! Increase your results with the best digital marketing strategies.