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Brand content refers to the messages with an editorial appearance that a brand produces or commissions from a third party in order to communicate, according to the definition published in the French Official Journal in 2024. This guide distinguishes it from content marketing and from the branded content of platforms, presents its formats and two…

In marketing, a white paper is a long, reasoned document, often a PDF offered in exchange for contact details, that helps a professional reader solve a problem. In politics, it is a document in which a government or the European Commission sets out its proposals. This guide explains the origin of the term, the role…

A lead magnet is a free resource offered in exchange for a visitor’s contact details. This guide compares formats by stage of the buyer journey, details a six-step creation method and describes the landing page. It sets out what the GDPR and the CNIL, the French data protection authority, require: separate purposes, an unticked box…

Storytelling conveys a message through a story: a character, an obstacle, a resolution. This guide starts from the official French definition, sums up what meta-analyses really say about the effect of narrative, then gives the elements, structures and steps to write your own. It analyzes three brand examples from their own publications (Michelin, Patagonia, Spotify…

Copywriting is writing text that aims at a specific action from the reader: click, sign up, buy. This guide separates it from SEO writing, presents the AIDA, PAS and FAB methods, with the debated origin of AIDA, and what Nielsen Norman Group studies say about reading online. Three fictional before / after examples show how…

A marketing persona is the semi-fictional portrait of a typical customer, built from real data. This guide separates it from the target and the buyer persona, settles the question of the plural in French (personas or personae) with the 1990 spelling reform, presents the three types of persona described by NN/g, then details a three-step…

An editorial calendar sets, for each piece of content, the topic, the channel, the date, the owner and the progress status. This guide details the 15 columns of a free Excel template, the seven-step method, the official sources for key dates (public holidays and sales in France, UN international days) and how to schedule updates.…

An editorial line sets the topics, angle, tone, formats and audience that make the content of a media outlet or a brand consistent. This guide covers its two meanings, press and brand, and separates it from the editorial charter and from the ethics charter, mandatory in the French press since 2016. It gives a four-part…

A content strategy connects goals, audience, topics, production, distribution and measurement. This guide separates content strategy, content marketing and editorial line, then details the six-step method: measurable goals, audience, topics drawn from demand and from existing content, formats and channels, production organization, measurement and updates. It relies on 2025 and 2026 data from the Content…