Editorial production: methods and tools for impactful content (in the age of AI)

Producing ever more content… for an impact that is sometimes increasingly weak. This is the paradox that communicators face today. In a context where 91% of organizations have increased their volume of editorial output in recent years, the question is no longer so much “how to produce?” but rather “why produce?”… and above all, “with what impact?” Because the observation is undeniable: accumulation does not equal performance. Producing ad-hoc, multiplying formats without a guiding principle, treating each subject in isolation… these are all reflexes that dilute the messages and weaken overall coherence. The result: content that comes and goes… and disappears just as quickly. This is precisely what the We Are COM Club workshop sought to deconstruct. Alongside Aurélie Renard, We Are COM expert and trainer, the discussions allowed participants to return to the essentials: effective editorial production does not rely on…