How to Create an Editorial Plan to Sell Jewelry

The editorial plan is a document that allows for the creation of content consistent with the strategy, making the work more sustainable. It includes the main topics, frequency, formats, communication channels, and types of content that will be created and published over a specific period on one’s communication channels. It serves to define what, how, and how often to publish on a platform, and it must be versatile, varied, and above all, oriented towards achieving the goals.

The editorial plan is developed starting from the strategy and then translated into the editorial calendar, which involves scheduling the content.

In this article, we will explore the various stages of creating a structured editorial plan for selling jewelry.

1. The strategy

As we wrote in the article “Creating a Social Strategy to Sell Jewelry: Complete Guide“, an effective communication strategy requires a deep understanding of your target audience, a clear definition of the goals and results you want to achieve, and the selection of the channels to use. After that, you can begin to create a coherent and effective editorial plan.

2. The macro topics

The selection of macro topics for an editorial plan is a crucial phase to ensure that the content produced is relevant, interesting, and aligned with strategic objectives.

• Ensure that the macro topics are consistent with the mission, vision, and business goals. They must support the marketing strategy and contribute to achieving the set goals (e.g., brand awareness, lead generation).
• Define which areas of the business you want to promote the most. For example, if the goal is to strengthen a product line, this should be reflected in the macro topics.
• Analyze the needs, interests, and problems of your target audience. The macro topics should address these needs by offering useful and relevant content.
• Consider the different stages of the customer journey (awareness, consideration, decision) and choose topics that cover all these stages.
• Review the content already produced to identify recurring themes, topics that have performed well, and areas that have not been adequately covered.
• Study your competitors’ content to understand which macro topics they cover and how you can differentiate or improve.
• Use keyword research tools to identify relevant keywords with good search volume in your industry. This will help you choose macro topics that also have visibility potential in search engines.
• Analyze current trends and emerging terms to tap into new interests and needs of the audience.
• Choose topics where your company or team has strong expertise. This will allow you to create authoritative and high-quality content.
• Select macro topics that allow for the creation of various types of content (articles, videos, infographics, etc.) and that can be broken down into more specific subtopics.
• Try to balance more technical and specialized topics with more general and accessible content to reach a broader audience.
• Gather feedback from your audience through surveys, comments, or social media analysis to understand which topics are of greatest interest.
• Create a thematic map that organizes the macro topics into main categories and related subtopics. This will help you maintain an overall vision and ensure that all relevant topics are covered over time.

By following these steps, you will be able to identify the most effective macro topics for your editorial plan, ensuring that your content is always relevant and strategically aligned.

3. Types of content and communication channels

An editorial plan should include a variety of content types to maintain audience interest, reach different user segments, and meet various marketing goals. Ideally, you should publish 1/3 promotional content, 1/3 useful content, and 1/3 engaging content. Here are the main types of content you should consider:

• Blog Posts
  – In-depth posts: provide detailed information on specific topics, how-to guides, industry analysis, or insights on trends.
  – Education and information: articles can educate your audience on important topics in your industry, building your authority.
• Videos (YouTube, Stories, Reel, TikTok)
  – Tutorials and demos: show how to use a product or service, or explain a complex concept visually.
  – Interviews and Q&A: engage experts or influencers to share knowledge and answer audience questions.
  – Company stories: tell the story of your company, its values, or successes through engaging videos.
• Infographics (Social Media and Blog)
  – Data and statistics: visually represent complex data or relevant statistics in an easily understandable way.
  – Processes and workflows: use infographics to explain processes or workflows clearly and visually.
  – Comparisons: show comparisons between products, services, or solutions in a visual and immediate way.
• Social Media Content
  – Short and visual posts: use images, short videos, quotes, or questions to quickly engage your audience.
  – Stories: leverage “stories” for temporary and interactive content, such as polls or behind-the-scenes glimpses.
  – User-Generated Content: share content created by your users to increase engagement and credibility.
• Ebooks e Whitepapers
  – Technical insights: provide in-depth content on specific topics, ideal for lead generation.
  – Complete guides: create comprehensive educational resources that your audience can download in exchange for contact information.
  – Case studies: present success stories or practical examples of your products/services in action.
• Podcasts
  – Discussions and interviews: delve into topics of interest to your audience through discussions with industry experts.
  – Success stories: share customer success stories or experiences to inspire and motivate your audience.
  – Education: create educational content that users can listen to throughout the day, increasing brand exposure.
• Newsletter
  – Regular updates: send weekly or monthly updates on new content, products, or services.
  – Exclusive content: offer your subscribers exclusive content, promotions, or previews.
  – Personalization: segment your list and send targeted content based on user interests and behavior.
• Webinars e Live Streaming
  – Online training: host real-time training sessions on topics relevant to your audience.
  – Direct interaction: allow the audience to interact directly with you or experts through live Q&A sessions.
  – Product presentations: launch new products or services with live demonstrations.

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• Interactive Content (Social Media)
  – Quizzes and polls: engage your audience with quizzes, polls, or interactive tools that provide immediate value or entertainment.
  – Calculators: offer tools like ROI calculators, personalized quotes, or simulations that allow users to interact directly with the content.
• Case Studies and Testimonials (Website, Social Media)
  – Social Proof: share stories of satisfied customers or case studies that demonstrate the effectiveness of your products or services.
  – Credibility: these contents increase trust in your brand by providing tangible proof of results.
• User-Generated Content (Social Media)
  – Community engagement: share content created by your users to build an active community and promote your brand authentically.
  – Competitions and contests: organize contests that encourage content creation by users.
• Paid Content (Social Media, Google)
  – Native advertising: partner with platforms or influencers to create sponsored content that appears natural and integrated into their channels.
  – Adverts and promotions: use sponsored content to reach a wider audience through social media and search platforms.

These are just some examples of the endless possibilities communication channels offer to promote your business, but it is important to choose the topics and platforms based on your goals, target audience, and available resources.

4. Formats

The content formats in an editorial plan can vary widely based on goals, audience, and distribution channels. Below are the main formats that can be included in an editorial plan: 

• Written formats (blog posts, guides, ebooks and whitepapers, newsletters, case studies) 
• Visual formats (images, infographics, presentations, memes) 
• Audio formats (podcasts, audiobooks, voice notes) 
• Video formats (short videos for social media, tutorials, webinars, vlogs, video testimonials)
• Interactive formats (quizzes, surveys, interactive calculators, games) 
• Live content (live streaming, Q&A sessions, live social broadcasts)
• Downloadable documents (checklists, templates, reports)
• UGC (user-generated content such as reviews, user photos and videos, stories) 
• Social media formats (graphic posts, carousels, GIFs) 
• Email Marketing (email campaigns, transactional emails) 

5. Frequency 

The choice of publishing frequency in an editorial plan is a crucial element that can affect the effectiveness of your communication strategy. The ideal frequency depends on several factors: 

• Available resources 
  – Team capacity: realistically assess how many resources you have to create, approve, and publish content. It’s better to have a sustainable frequency rather than overpromise and fail to maintain quality. 
  – Budget: consider the available budget. More expensive productions (e.g., high-quality videos) may require a lower frequency. 
• Quality vs. quantity 
  – Focus on quality: publishing fewer high-quality contents can be more effective than frequently publishing mediocre content. 
  – Consistency: consistency is important. It’s better to publish regularly (e.g., once a week) rather than irregularly. 
• Type of content 
  – Diversification of content: content such as blog posts and tutorial videos may take longer to produce and therefore be published less frequently compared to social media posts or infographics. 
  – Longevity of content: evergreen content, which remains relevant over time, can be published less frequently, while current event-related content requires timely publication. 
• Distribution channels 
  – Channel characteristics: each channel has an optimal frequency. For example, on social media, it’s often useful to post daily, while for a blog, a biweekly or monthly cadence may be sufficient. 
  – Algorithms and visibility: consider how social media or search engine algorithms might affect the visibility of your content. Some channels reward frequent posting, while others may penalize content overload. 
• Production and planning capacity 
  – Long-term planning: organize your production well in advance, ensuring you have content ready in case of unforeseen circumstances. 
  – Automation: if possible, use scheduling and automation tools to manage publishing, ensuring frequency is maintained even during busy periods or vacations. 

Being aware of the time you have available to create your content, how long it takes, and how much content you can realistically produce is essential to avoid overloading yourself. The editorial plan must be realistic, feasible, and sustainable over time.

6. Tools and Monitoring

There are many tools that can help you manage your editorial plan. Here are some of the most useful: 

• Hootsuite: to schedule and manage your social media posts. 
• Trello: to organize ideas and tasks. 
• Canva: to create attractive graphics. 
• Google Analytics: to monitor traffic and conversions. 

Finally, monitor the results and adapt your strategy accordingly. Use analytics tools to understand which content works best and which doesn’t. Don’t be afraid to experiment and adjust your editorial plan based on feedback and data. 

Metrics to Monitor: 

• Engagement: likes, comments, shares. 
• Website traffic: visits, time spent on site, pages viewed. 
• Conversions: sales, newsletter sign-ups. 
• Follower growth: number of new followers on social media (targeted). 

Periodically check whether the chosen macro topics are still relevant and aligned with business goals and audience interests, making necessary adjustments, and analyzing previous publication data to understand which frequency has led to the best results (engagement, traffic, conversions).

7. Some ideas

Here are some ideas that might be useful for creating your editorial calendar: 

• Product photos: showcase your jewelry from different angles and in various contexts. With Studio4 Jewels, you can get perfect images of your jewelry in seconds. 

• Videos: short videos showing the details of the jewelry or the creation process. With Studio4 Jewels Pro 3D, you can get images, videos, and 3D animations of your jewelry in seconds. 

• Testimonials: share reviews from satisfied customers. 

• Educational content: posts on how to care for jewelry, the latest fashion trends, or how to measure finger sizes for ring purchases. 

• Personal stories: tell the story behind your brand and products. You could talk about the materials you use and explain why you prefer them over others. 

Ideas to engage the audience: 

• Polls and questions: use Instagram stories to ask questions or create polls. 

• Contests and giveaways: organize contests to encourage participation. 

• Collaborations: work with influencers or other brands to expand your reach. 

Creating an editorial plan for selling jewelry requires time and dedication, but the results can be surprising. Remember to maintain a balance between promotional and valuable content, engage your audience, and constantly monitor the results to improve your strategy. With these steps, you’ll be well on your way to building a strong online presence and increasing your jewelry sales.