We decide what to publish and why, and then we manage content creation across every channel
Open last month’s editorial calendar.
How much of that content addressed a question that a customer actually asked—to Google or to ChatGPT?
And how many were born just because it was Tuesday and something had to be published?
With artificial intelligence, production has become fast and cost-effective: the valuable part is making decisions.
What deserves coverage, for whom, on which channel, and with what measurable goal.
It’s the work we do before writing a single line, and it continues to guide every piece of content all the way to the final result.
If your editorial plan is growing but your contacts remain the same, this page is for you.
For decades, the most well-established companies have had a company newsletter: a magazine with an editorial line and an editor-in-chief who decided what deserved to be featured.
These days, every company publishes content daily on its website, social media, and in newsletters, yet the role of editor often remains unfilled.
The job remains the same: deciding who you’re writing for and what’s worth telling.
Readers and metrics are changing. Today, readers ask entire questions of Google and AI engines, and every piece of content leaves a data point: who read it, for how long, and what they did afterward.
For business leaders, the implication is clear: before producing content, you need direction. Artificial intelligence makes content abundant, and the ability to judge what to publish becomes the scarce resource.
That’s where the people on your team bring the most value.
Content strategy is one of the marketing and communication services designed for companies that have active channels and want to make them work together toward measurable goals.
Factory Communication develops content using FARO by Factory, a four-step method that ranges from identifying the audience’s actual needs to measuring results.
The content strategy determines what content to produce, for whom, on which channels, and with what measurable goals. Content marketing is the execution: writing, publishing, and distributing.
Strategy comes first and guides content marketing, so every article, post, or newsletter addresses a real question from the audience and aligns with a company objective.
The content strategy determines what to publish, and the related departments produce it, each using their own expertise.
The analysis of existing content, the editorial plan, and metrics are at the heart of the work.
The four areas listed below are the channels through which the strategy is translated into content.
Each one brings its own share of leads: every piece of content in the plan is designed with a measurable goal and a path that leads the person to take action—from the request form to the downloadable resource to a direct conversation.
Publishing less but better is often the first recommendation a content strategy suggests.
A plan works when it’s based on a true fact: the questions your audience actually asksof search engines and AI engines.
That leads to the next step: guiding readers along the path that leads to their first contact, with the right resource at the right time.
It is measured on three levels, which are set before publication.
Each level starts from a baseline and is assessed at thirty and sixty days.
The investment is determined based on the project, starting with concrete factors:
The measurement begins with a baseline established prior to publication and continues with checks at the 30- and 60-day marks. The first indicators come from rankings and citations.
The leads generated require a medium-term perspective, because content continues to generate results for months after it is published.
Every industry raises different questions, and the editorial plan is based on those questions.
It is the plan that determines what content a company produces, for which audience, on which channels, and with which measurable objectives.
It starts with real customer questions and an analysis of existing content, and results in key themes, an editorial plan, roles, and metrics.
Content marketing is the execution of this plan.
The editorial plan outlines what to publish and why: topics, objectives, audience, and formats. The editorial calendar translates the plan into a timeline: dates, channels, and the people responsible for each release. The plan is reviewed quarterly based on data, and the calendar is updated weekly.
Includes:
It depends on the number of channels, the frequency of publication, and the amount of existing content to be reviewed. Other factors that play a role include the division of labor between the in-house team and partners, the industry, and the languages involved.
The price is determined based on the project, following an initial meeting in which we review these factors together.
Here are five things to keep in mind:
A good partner explains their choices, then you decide.
The baseline is established before publication. At the 30- and 60-day marks, the first indicators become apparent: rankings, mentions in AI engines, and reading time.
The leads generated come in over the medium term, because each piece of content continues to generate results for months after it’s published.
Yes, but in a different role. Artificial intelligence speeds up research, drafting, and adaptations across channels. People retain the decision-making role: what to publish, interviews, fact-checking, and customer relations.
When used according to clear guidelines, AI frees up the team to focus on higher-value tasks and gives them more time.
The strategy establishes common themes and objectives, and each channel adapts them to its own format. A key theme becomes a search-engine-optimized article, a series of social media posts, and an in-depth feature in a newsletter.
In this way, the channels reinforce each other and share the same resources.
The first meeting is an opportunity to review together the content you already have, your active channels, and your goals for the coming months.
This gives you a clear idea of where to start, and then you can decide how to proceed.
