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May 04, 2008

5 reasons your blog should have an editorial policy

Yorkshire Pudding
Yorkshire pudding, fresh from the oven, is yummy,
but does it have a place on your Baking Blog? Let
your editorial policy be your guide.

While the medium is different, blogs have much in common with magazines. They're published periodically, can accept subscriptions (via RSS feeds), may (or may not) accept advertising and typically focus on a particular topic or niche. If you blog, you have some notion of your topical area in your head, but have you defined it for your readers? If not, it may be time to take a page from the magazines and define a clear editorial policy for your blog. Just as setting clear goals aids in the development of a regular Web page, defining a clear editorial policy for your blog will aid you in authoring future articles and attracting new readers.

What is an editorial policy?

An editorial policy is simply a short document that defines what subjects will (or will not be) covered in your blog. It may also include information on why you are covering X and not Y as well as some background information on the authors. Magazines typically publish their policies in their advertising media kits and/or their guidelines for writers. For a blog you may wish to include your policy on the "About Us" page and also provide a quick summary in the meta description element in the head of your pages. If you edit a multi-author blog, you may also find it helpful to maintain a more detailed policy for your writers that you do not publish online. This could include style guidelines and other rules that are useful to your staff but not of particular interest to the public.

Here are my top 5 reasons to define your editorial policy.

1. Establishing clear parameters for the scope of your topic helps you determine what to write and lets readers (and search engines) know what to expect.

How much or how little you write about makes a great difference. If your topic is too broad, you may confuse readers who don't know what to expect. If it is too narrow you may run out of things to say. In For ‘bloggers, diversification avoids stagnation, Wayne Smallman addresses how the breadth of your subject area can keep your blog interesting while also supporting your Internet marketing efforts.

For example, imagine you are blogging about baking. This is a huge subject. If your expertise lies more towards bread than pastries you may limit it to that. But what if you don't discuss quick breads but do cover beignets? Perhaps your focus is yeast-leavened baking and not merely bread. Somewhere between recipes for oatmeal bread and anything cooked in an oven you will find, and define, the scope of your subject.

If your scope includes puff pastries and you have a yen to write about Beef Wellington, then feel free. Both you and your readers will know that it fits within your policy and you won't have spent hours wondering whether or not it's on topic.

2. Defining your scope reduces off-topic submissions

Some blogs accept suggestions and/or articles from readers and other writers. While this can be a great way to get new ideas and material, you probably don't have the time to sort through ideas that aren't relevant to the topic. In terms of our baking blog, it may be that our policy includes some desserts but does not include pies and tarts.

If we make this clear up front we can spend more time writing articles and less time writing rejection letters. Doing so also provides a service to your submitters. If Peter Piemaker knows your policy, he'll be able to focus his time more appropriately and find a different blog—one whose editors and readers would love to know more about making a kiwi tart with tamarind crème anglaise.

3. A clear editorial focus matches advertisers with your audience

This blog doesn't accept advertising, but yours might. When magazines sell advertising they create a media kit with information about the topic of the magazine and the demographics of their readership. Advertisers use this information in order to target readers who are most likely to buy their products. If your blog accepts advertising, you also want your ads to be appropriate to your subject matter and audience. Readers of your baking blog will be more likely to click on ads related to bread pans and mixers, than on fishing lures or hair-care products, and will thus generate more revenue for you and your advertisers. Having a clearly defined editorial policy helps advertisers choose between your blog and someone else's.

4. Publishing your editorial policy supports your Search Engine Optimization strategies

As we know from An Introduction to Search Engine Optimization (SEO), including topically relevant keywords within your content helps search engines to identify the topics discussed on your site. While individual entries will feature keywords appropriate to those entries, where should you put the keywords that describe the the blog as a whole? Your editorial policy is the perfect place to include these because it defines the topics included in your site overall.

By publishing your policy on an "About Us" or other page, you can draw readers searching for the overall themes of your blog in addition to those searching topics covered in more specific entries.

If you already have an "About Us" page this is a good time to review it to determine if your editorial policy is clearly defined and if that policy includes the appropriate keywords. As your blog evolves, it is also a good idea to review this once a year. I just re-read mine and found it unsuitably vague so I've now rewritten it to be more specific.

5. Including an editorial policy or content description promotes a professional image and can demonstrate your expertise.

One of the first things I do after discovering a new blog is to look for the "About" page. I want to know more about the blog's overall theme and its author(s). If that information isn't available I'll have to skim through the entries to see if an identifiable theme emerges and if I can learn anything about the writer's expertise. If I've found an interesting entry—and I'm thinking of subscribing to the blog—I need this information to decide if I'll be interested in future entries and if the author should be considered a reliable source. If I don't have time to do this research myself I probably won't subscribe. I'm already subscribed to more blogs than I can keep up with, so if I can't quickly determine a blog's relevance to my life, I probably won't bother.

If you want repeat readers, especially subscribers, take a few minutes to provide this information. They'll respect you for it.

Conclusion: Establishing an editorial policy helps you set the tone of your blog

Whether you want a better way to determine what to write, wish to increase readership or want to fine-tune your advertising, a clearly defined editorial policy can guide the way. Whether you call it "Editorial Policy," "About Us" or something else doesn't matter. If the policy is clear to you and your readers it will enhance the blogging experience for all involved.

Examples of Editorial and Advertising Policies in Magazines and Blogs

The following policies vary from short descriptions to more in-depth policy statements. If your blog accepts advertising you may be interested in The Nation's advertising policy which is very detailed and says, among others things, "Although the relationship of the First Amendment to commercial advertising is complex, we start with strong presumption against banning advertisers because we disapprove of, or even abhor, their political or social views. But we reserve (and exercise) the right to attack them in our editorial columns." I thought that was rather thought-provoking, though such a statement is obviously more necessary to "The Nation" than it would be to many blogs.

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Posted by: Heidi Cool May 4, 2008 04:00 PM | Category: Blogging , Content , Heidi's Entries , How-to , SEO , Search Engine Optimization , Writing , marketing

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Comments

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Heidi,

Thanks for the info! I've been searching for this. Ok, I'm going to take a look around your blog. Thanks again!

-Jeff

Posted by abunza on May 5, 2008 08:52 PM

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After reading this I'm now adding a editorial policy on my blog! Good looking out!

Posted by JVF Consulting, LLC on May 7, 2008 03:04 PM

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This is a very interesting post. It is the first time I come in contact with the concept of editorial policy. I have a mission statement on my blog but no matter how specific on its results and orientation is, it is very broad for giving to the reader a clear understanding on what subjects I would cover in its course.

On the other hand my subjects are on a broad spectrum, but not too broad that an editorial policy wouldn't fit. Well at least I got some homework to do on how to apply it in my case.

Thanks for the post, it was a thought provoking one. At least in my case.

Posted by Chris @ MLM Spot on May 10, 2008 07:59 AM

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This is a very interesting post i never thought that a blog should have a editorial policy... thanks for the post

Posted by debanjan ghosh on May 10, 2008 04:47 PM

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I had never come across the idea of stating an Editorial Policy on a blog. The point you make about how it helps set the tone for your blog is excellent.

As you point out, it definitely would add to the professional image of the blog. Which would as you say, help to convey one's expertise.

Thanks for the information

Posted by Mark Jarmel on May 23, 2008 11:45 PM

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I totally aggree to the article. As I am also running a blog about the Greencard Lottery and I am trying to utilize the keyword densitiy of my articles in order to create a higher relevance of my website.

In order to monetize the website you need to have a clear focus and a transparency of your users in order to offer it to potential advertisers.

Cheers,
Daniel

Posted by Daniel on May 24, 2008 03:11 PM

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Great article! All too often a blog will get off-topic and have a hard time returning from the abyss.

Posted by Eric on June 4, 2008 05:56 PM

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Great advice for bloggers to focus our content and get clear to our readers and advertisers. Thanks for the tip.

Posted by Shaheen on June 10, 2008 03:03 PM

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Nice article, number 4 is dead on, kind of similar to adding a privacy policy... The samples are great, thanks for the tips.

Posted by Karen on June 12, 2008 03:21 PM

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Nice article and interesting view on the subject. I guess it does gives a blog more authority when editorial policy is included. I also agree that advertisers will have bonus reason to close the deal.

Posted by ff productions on June 12, 2008 03:57 PM

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Great post. I look forward to reading more articles

Posted by Justin on June 18, 2008 10:46 AM

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When I first started reading this I was a bit skeptical because "editorial policy" sounds so formal and rigid. What it sounds like you are saying, at least to me, however, is that blogs need to have a really good About Page the gives a clear description of what the site is about.

Posted by bloggerpreneur on July 2, 2008 09:46 AM

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I totally agree. I think this will enhance targeted readership and participation

Posted by Utah SEO on July 9, 2008 06:00 PM

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Very good advice, I'm a fairly new blogger and always looking to fine tune my blog...this was very helpful. I have an about page and a comment policy but I see how adding an editorial statement would be very helpful in attracting new readers. Thank you Janice

Posted by Philly Real Estate on August 31, 2008 10:37 AM

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By including an editorial policy, it definitely projects a more professional impression and identifies your blog as a subject matter expert in the various topics listed within the policy. For SEO value, to some extent it is good to have a page where it describes the content and purpose of the blog with keyword rich copywriting. Good post. - Rif Chia

Posted by Singapore SEO on September 11, 2008 03:04 AM

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My editorial policy could be criticized as eternally broad but it has worked extremely well so far: The Wild Wild East Dailies -'All The News That Nobody Knows'

Posted by David Everitt-Carlson on December 3, 2008 02:06 PM

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Posted by: hac4 (Heidi Cool) May 4, 2008 04:00 PM | Comments (16) | Trackback