All articles
Guides and methods, newest first.
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Storytelling: definition and method for your brand
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…
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Copywriting: definition, techniques and examples
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…
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Marketing persona: definition and method
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…
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Editorial calendar: method and free template
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.…
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Editorial line: definition, method and example
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…
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Content strategy: the step-by-step method
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…
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XML sitemap: create, submit and check
The XML sitemap is the file that presents your URLs to search engines. It does not get a page indexed, but it helps Google find it, especially on a site that is large, new or rich in media. Yet many sitemaps online are still set up on abandoned practices: a priority tag that Google ignores,…
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Title tag: how do you write it?
The title tag names your page in the browser tab and, in about 87% of cases, provides the clickable title displayed by Google. It takes only a few words to write, but Google rewrites it as soon as it is too long, vague or out of step with the content. This guide brings together what…
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Technical SEO audit: method and checklist
A site can publish excellent content and stay invisible if Google cannot crawl or index its pages. The technical SEO audit checks this foundation: HTTP status codes, robots.txt, sitemap, canonicals, Core Web Vitals, JavaScript rendering and, on large sites, server logs. This guide walks through a seven-step method, with the thresholds published by Google as…
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Structured data: the practical SEO guide
Structured data describes the content of a page in a language that search engines read without ambiguity: author, date, price, address. It opens access to rich results, but the rules have changed: FAQ rich results disappeared in May 2026 and Google states that no special markup is required for its AI features. This guide explains…