Editorial strategy for media versus brands: two distinct approaches
In the press, an editorial strategy defines a publication's identity: the subjects it covers, the angles it favors, and the values it upholds. Le Monde and Les Echos do not have the same editorial strategy, even if their topics overlap. For a company or an executive, the logic is the same, but the goal differs: it is not about informing in the journalistic sense, but about establishing a clear position on a subject and maintaining it over time. On LinkedIn, the editorial strategy of a B2B tech CEO will determine whether they talk about product strategy, management, or market vision, and how often.
How to define your LinkedIn editorial strategy
Defining a LinkedIn editorial strategy begins by answering four questions. For whom? Identify your priority audience: an HR director, an investor, or a founder like yourself? On what? Narrow down 2 to 3 topics where you are credible and relevant to this audience. With what tone? Define your register: expert and direct, accessible and educational, or analytical and data-driven. With what structure? Determine your recurring formats (case studies, trend analysis, actionable advice) and your posting frequency. These four parameters form the backbone of your editorial strategy.
What we see with our clients
Most of the executives Linker supports with LinkedIn ghostwriting posted inconsistently before contacting us: a post about their fundraising, a few in-depth articles, or reshared content without a personal angle. The first step in our process is always to define the editorial line before writing anything at all. This phase generally takes one 90-minute session and a 2-page summary document. It determines the consistency of everything that follows.
Editorial line vs. content strategy: what's the difference?
The editorial line and content strategy operate on two different levels. The editorial line is your identity framework: who you are, what you say, and how you say it. It rarely changes. The content strategy is your execution plan: which topics, which formats, what schedule, and what measurable goals for a given period. It evolves regularly based on performance and current events. The content strategy must be aligned with the editorial line; it is its operational expression.
Editorial line and ghostwriting: how it works
Ghostwriting doesn't mean erasing the executive's voice; it's about formalizing it and producing it at a steady pace. The editorial line is the contract between the executive and their ghostwriter : it defines what is negotiable (the topics covered week after week) and what is not (the tone, the stance, the core theses). At Linker, every LinkedIn ghostwriting engagement begins with drafting this framework document. It serves as a reference point throughout the collaboration and can be reviewed every six months.
