6-7 MIN READ.
I have worked in content marketing for a few years now and built plenty of marketing calendars for clients and for my own marketing efforts. I would like to share a few tips with you. A few tips on how to build a successful editorial marketing calendar. It will help you to plan the content for your blog and other marketing channels. I’ve also created a marketing calendar template for you to help you build yours and ‘bee’ found online. In the first tab you will find the template and in the second tab useful information and a few details about the editorial calendar. Please sign up here with your email address and I will be able to provide you with the document.
Tip: Before you create your editorial calendar, make sure that you have a marketing strategy in place and that you know your goals and target audience. Based on that your editorial calendar will be more effective.
- Why you need a content planner for your blog
- How to create an editorial marketing calendar?
Why you need a content planner for your blog
There are several good reasons why you should organise your content with a marketing calendar:
- Helps you to work towards your marketing goals
- Allows you to create content for your target audience and connect with them
- Structures your ideas
- Prevents you from creating duplicate content
- Streamlines your resources
- Helps you to be on top of your marketing efforts
- Allows you to analyse your efforts afterwards and to adjust them
Now that you know why you need one let’s have a look at how you can create one.
How to create an editorial marketing calendar?
The basis of your editorial calendar is always your marketing strategy. As soon as you have your marketing strategy, your brand guidelines, your tone of voice and your target audience in place you can start creating the planner for your blog content and your content for other platforms.
Ideas, Ideas, Ideas
Good and innovative ideas are important for your editorial calendar but where do you get them from?
- Read the latest news about your target market regularly
- Think outside the box and look at content foreign to your industry
- There may be a way to combine something useful for your industry with something unexpected and exciting
- Look at your competitors’ blogs to get some ideas
- Have a look at the FAQs on your website or competitors’ websites
- Consider questions people ask in forums
- Look into what your customers ask you in emails or on the phone or even ask them what would be useful for them to read about
- Use keyword research tools like KWFinder or tools like AnswerThePublic to find out what people are looking for
- Brainstorm alone with another person or in a group
- Research public holidays relevant to your business
- Think about special anniversaries of your company
- Include conferences, trade fairs or award ceremonies you will go to.
As you can see there are loads of ways and sources to gather ideas. Write them all down. No idea is too crazy, too silly or too boring. Anything counts at the beginning and can lead to great ideas. Then shift your ideas around, combine them, split them and in the end structure them. It’s always good to do it with someone else to get a bit more input. Decide which ideas do you definitely want to keep and where and when can you use them in the editorial calendar. Are they suitable for a specific audience, a specific stage in the purchase cycle, a specific time of the year, etc. The template will help you to go through all the details. Decide which topics you want to share on which platforms. For some topics you might only want to use social and not share it on the blog or only share blog content on one specific social platform depending on the target audience.
Type of Content
Your ideas can be generic, seasonal, for public holidays which are relevant to your company, etc. Content related to your company could be for example, introducing your team, celebrating your company’s anniversary, award ceremonies, conferences, trade fairs, etc.
Additionally to that we categorise the content in Our Knowledge Hive into normal blog posts, how-to-guides and jargon buster. But there are a lot more categories you can choose from for your blog. Here are a few examples:
- Blog posts
- Industry news
- Guest posts
- Product reviews
As you can see there are a lot of categories. Not every category fits your industry. So, do a bit of competitor research or think about where you would like to get the information from when you were a customer or potential customer. Then maybe start with a three or four of them. You can still expand later.
Where to Share Your Content
Part of sorting your content is deciding where you want to share it. Here it is important to know your audience. Where do you find them online?
You can share content on your blog, via email newsletters, through influencers, outreach or your social media accounts,. Again there are many social media accounts you can choose from. Here are a few of the main ones in the UK:
- Facebook (good to have for almost any business)
- Instagram (good to share pictures of products/services like furniture, cars, travel and many more. But also useful to share content about your company. Paint a picture of how the atmosphere in your office is by sharing pictures of anniversaries, introducing your employees, company events. It can be a bit more of a playful tool to show the ‘human’ side of your company)
- LinkedIn (good for business related content and to grow your business network)
- Twitter (needs more attention than the other networks, a lot of interaction possible)
Also decide whether you want to gate some of the content you share on your blog. This would be useful if your audience is looking for a specific template. An example of this would be the editorial calendar template in this post. You might want to gate content like this so that your target audience signs up to your newsletter before they get the template. This way you will be able to send them useful information via email in the future.
When to Share Your Content
This is the time when you decide on dates and times for your content pieces. As for the dates makes sure that you look at the content you want to post and decide what might fit for the time of the year or month. A blog post like this for example would work at the end of the year as businesses might look for advice for creating their editorial calendars.
For example, if you are a travel business you might want to publish articles about skiing before the skiing season starts or articles about warm places during cold times. UK businesses have peak times during the year like Black Friday, Cyber Monday, Christmas, Easter, different seasons during the year and then public holidays. Make sure that you publish relevant content for the respective dates and times of the year. Additionally to that, spread your content over the month/year so you have content going out on a regular basis. This will help you to rank in search engines and boost reaching your marketing goals.
For the different social platforms, there are times during the week and day when your audience is more likely to see your post. You can find useful tips here.
If it comes to creating the content for the blog from my experience it is better to create and publish on your blog at least one month in advance to then be able to schedule everything for the social platforms or email with the correct links and at the start of the month without worrying too much about missed deadlines or other problems.
After you’ve got your ideas sorted and gone through all the stages, decided when to post what and where, you need a bit more information. Assign the author, include the keywords, hashtags and call to action for each content piece in the calendar. To be able to get everything done in time, try and set deadlines which allow you enough time before the publishing date to review and change content.
I hope this blog post and the template will help you to create a suitable editorial calendar for your business. Give us a ‘buzz’ should you need any help.
Thanks for reading and we hope you’ve found the information in this post useful.
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