Content fuels online marketing and if you don’t have a content strategy, you will struggle to generate leads. An effective content strategy requires a well planned editorial calendar.
An editorial calendar is a schedule of content to be produced and delivered to your prospects through different channels, including your blog, social media channels, email newsletters, etc. over a specified timeline.
An editorial calendar is more than just a chart showing dates when content should be published. A good calendar maps content, responsible parties, buying persona targets, and delivery methods.
A basic editorial calendar should include the following:
The first step to creating an editorial calendar is to determine the type of content you will produce. Your content can include blog posts, articles, eBooks, slideshows, videos and so on. Brainstorm with your marketing team on the type of content that should be produced.
Here are some things to consider:
Next, organize your editorial calendar to have a clear overview of how the production process will go. You can use Google Spreadsheet or Excel to keep track of content creation. For example, if you are using Excel, you might want to have different tabs addressing the following:
Fill the spreadsheet with the list that you have brainstormed. As you fill the content, you may get more content ideas that you can cover in your next editorial calendar or in other content channels. For example, you may think of repurposing an Ebook into a series of blog posts for your audience down the road.
Before you set a publishing schedule, think about your audience and upcoming events that may affect or influence their actions, your business or your content choices. For example, if holidays, major conferences or special events fall in your editorial content schedule, make sure the content you schedule for the period will be relevant.
Here are some questions to ask yourself:
Don’t overlook anniversaries, special business days and local celebrations. All these can guide you on creating relevant content that can encourage more content sharing and lead generating.
Your entire content marketing team should have access to your editorial calendar but one person should be in charge of following up on the content creation progress and publishing. This will eliminate confusion on what is supposed to be done and who is supposed to do it.