If you want to Create an Editorial Calendar That Delivers Killer Content here’s how
Behind every successful content marketing strategy, lies an in depth editorial calendar. Developing a balanced plan, and scheduling regular articles and blog posts helps you to instill some organization into your content production. Producing content without an editorial calendar often leads to producing aimless content. It’s likely you’ll also have a marketing strategy that neglects certain channels (like social media). Below we take a look at how to develop an editorial calendar to nail your content.
1.Define Your Editorial Calendar
The first thing you should do before drawing up an editorial calendar is to consider what you’re trying to achieve:
- Are you producing content to entertain your audience, or
- Are you trying to nurture leads and drive your conversion rate?
[bctt tweet=”Your goals will have a massive effect on the style of content that you need to produce.” username=”@supposeiam” nofollow=”yes”]
When defining your objectives its also extremely useful to segment your audience into different types of customers. This way you can produce a content strategy that appeals to all sections of your customers. This is better than prioritizing one over another. One example might be writing for warm leads rather than cold leads. You want to make sure you provide content that’s valuable to each sector.
3.Develop Customer Personas
Once you’ve outlined your goals the next step is to develop detailed customer personas. After all, if you’re drawing up content for them especially, you need to know what makes them tick. The more you empathize with your customers needs and expectations, the better you’re able to produce content that exceeds them. Meeting a customer’s increases the overall value your posts provide.
Take some time to think about what topics interest them. Consider what problems you could provide a solution for. For example, if you run a website that sells yachts, a series of articles on maintenance would provide useful information. This would help potential customers with practical advice on upkeep (helping the target audience).
4. Identify Periods of High Activity
Every business in every industry has periods of peak activity throughout the year. Good editorial calendar will take this into account well in advance. If you’ve got a big event coming up or a product launch you should make a note of this early so that you can prepare content to be released. Keeping a pipeline full of prepared content ensures that you have plenty to deploy down the line.
[bctt tweet=”The last thing you want to do is run out of articles or promotion posts as customer interest peaks!” username=”@supposeiam” nofollow=”yes”]
For example if you were launching a series of products in the run up to Christmas, you’d need to have sales promotions and article content saved up well in advance. This will ensure that you don’t run out of material to promote your products when the time comes.
5. Set Your Publishing Schedule
Once you’ve done all of that, now you’re ready to start drawing up when you’re going to release your work. You’ll hear a lot of different perspectives on how often you should publish content. People say a lot about how much you should be publishing. The truth is that no publishing schedule is exactly the same. You should be tailoring the content you put out to your industry and not anyone else’s!
That being said if you’d like a rough template to play around with, producing 1-2 blog posts a week, 1 daily social media post, a monthly email newsletter and a quarterly report or large newsletter is a good place to start. The key to getting down the right schedule is maintaining regular posts. It’s also ensuring you spread your posting evenly across your site, social media and email accounts
6.Identify Your Content Creators
No less important than a content strategy is a content creator. Content creators will be the people who actually implement your content plan. When starting a new content strategy, most of the time your content producers will be in-house employees, who have close knowledge of the target market and will be able to provide solid insights to the readers.
However, it can also be a good idea to outsource to freelance writers or an agency.
[bctt tweet=”Outsourcing your content to a professional writer greatly increases the overall quality of your content.” username=”@supposeiam” nofollow=”yes”]
Finding a freelance writer with experience of writing persuasive sales copy and SEO content will increase your customer engagement and deliver a much higher ROI than an in-house team.
7.Manage your Calendar
The final step of executing an editorial calendar is to manage it on an ongoing basis. Even the best editorial calendars need to be monitored in order to ensure long-term stability. Your number one priority is to make sure work gets delivered on time. One of the best ways to manage this is to put work into three categories:
assigned, work in progress and completed.
This way you know what’s going to be published on-time and can make adjustments if not.
In the interest of managing the content itself, it’s a good idea to keep brief summaries of the article topics, arguments and focus keywords that are going to be used. All this information goes a long way towards helping you navigate through your work and running quality control before going public.
Engaging Content is the Icing on the Cake
Whether you’re running a small blog or a large business with an extensive online presence, an editorial calendar is one of the best ways to streamline your content production and create quality work. Yet, you still need to make sure that your content successfully engages your target audience. Many brands fall flat at the last hurdle. They just produce generic cookie cutter content. See Seth Godin’s 7 life-changing ideas for marketers for more.
[bctt tweet=”Remember you are aiming to create “positive attention” not just disruption.” username=”@supposeiam” nofollow=”yes”]
If producing killer content is one of your brand’s goals for 2018 outsourcing your content creation to a specialist is the best way to get to get a quality final product. At VKN Digital, we can produce a full content calendar on your behalf, including two professionally written articles to boost your online profile. If you’d like to discuss your content strategy, contact us and we can help you nail your online presence.