Editorial Strategy for Unique Branded Content
A course by Morgane EscoffierBranded Content Manager
A course by Morgane Escoffier, Branded Content Manager
Discover the secrets of successful branding by creating a compelling editorial line and original content for social media
Have you ever heard of a branded content manager? It's a career that sits at the crossroads between marketing, writing, and production follow-up. It's also the happy place of Morgane Escoffier—head of editorial content at Ogilvy Paris. She knows how to anticipate trends better than anyone as well as how to tell original stories with the power to generate lots of buzz about your brand.
In this online course, learn all there is to know about creating an editorial line and branded content. Discover that authenticity and originality are key and find out how to write a mission statement and create content for social media. Are you ready to tell some great stories?
What will you learn in this online course?
14 lessons & 20 downloads
Brand content: introduction
11 minutes, 23 seconds
Editorial strategy: the basics
18 minutes, 40 seconds
Understanding the market
8 minutes, 0 seconds
The relevance of the story
6 minutes, 54 seconds
The editorial line
13 minutes, 30 seconds
Set tone
7 minutes, 55 seconds
What's included in this course?
To begin, Morgane introduces herself and tells you about her background in communication and branded content. Check out her sources of inspiration and some of the photographers who have influenced her over the years.
Moving on, look at what an editorial strategy is, starting with the notion of branded content. Do you know why it is essential to master it? Morgane talks about three fundamental ingredients for a successful editorial line and shows you how to analyze your market to publish your stories at the right time and in the right place.
Now it's time to get down to work! Start by establishing your tone, which is how you're going to express yourself. Morgane gives you some simple tips to avoid any nasty surprises. Now you just have to start writing your editorial line (the text that introduces your brand) and your Instagram posts!
As a bonus, Morgane teaches you how to approach influencers and create a newsletter on Mailchimp. Now you've got all the skills needed to showcase your brand with unique content that reflects you perfectly.
Recommended software & tools for this course
What is this course's project?
Create a presentation by developing all the components of an editorial strategy, including an editorial line and Instagram posts.
Who is this online course for?
Anyone interested in branded content who is looking for practical tools and tangible results.
Requirements and materials
To take this course, all you need is PowerPoint, the Canva app, and a pen.
Reviews
- 19 days ago
Ottimo corso. Consiglio
- 6 months ago
Great course. It is very insightful and practical. I love it.
- 1 year ago
Ella es muy inspiradora. El curso es breve pero es excelente para iniciar un proyecto.
- 2 years ago
J'adore ce cours. Il est clair, va droit au but et les exemples/références et conseils sont très pertinents.
- 2 years ago
Excellent agréable a suivre clair et utile
Her day-to-day life is peppered with what she loves most: coming up with ideas and defining editorial strategies for brands, to help them tell their story and find their voice. Throughout her career, she has collaborated with Kenzo Parfums, Lacoste, Canal+, Michelin, and Action Against Hunger. She also produces podcasts, such as Amour.
Content
- U1
Introduction
- Presentation
- My sources of inspiration
- U2
The editorial strategy
- Brand content: introduction
- Editorial strategy: the basics
- Understanding the market
- The relevance of the story
- U3
The Design
- The editorial line
- Set tone
- The essential rules
- U4
Content creation
- Writing your editorial
- Instagram post: design
- Instagram post: visual choices
- U5
Latest tips
- Social networks
- Creating a newsletter
- FP
Final project
- Editorial Strategy for Unique Branded Content
What to expect from a Domestika course
Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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FAQs
This course is aimed at creatives, communicators, marketers, and professionals looking to deepen their knowledge of editorial strategy, content creation, and brand storytelling.
No technical prerequisites are needed, though some prior experience in communication, writing, or social media will make it easier to grasp the concepts.
You’ll learn how to develop an editorial line, create distinctive content, master brand storytelling, build editorial pillars, and analyze your competition.
The course is intermediate level: designed for those with some background in communication or writing, but still accessible to motivated beginners.
No advanced tool skills are required, but basic familiarity with platforms like Instagram, Pinterest, or PowerPoint will help with practical exercises.
The course covers creating editorial concepts, integrating graphic styles, writing concisely, and using calls to action to boost engagement on Instagram.
Yes, the course offers techniques to spark creativity, generate original ideas, and tailor editorial production to each brand’s identity.