Even if you’re one of the lucky few who can create great content on the fly, you won’t always have time to do so — and in any case you’ll need a guide to make sure the content you create and share is in line with your overall content marketing strategy. A strong, but flexible, editorial calendar will also help you reuse and promote your content for maximum efficiency and exposure.
There are three questions you should answer to help you create an editorial calendar for content marketing that will fit your company’s needs.
What Types of Content Should We Publish?
To answer this question, start by looking at your company’s goals, its marketing goals and its content marketing strategy. Consider your list of keywords and the topics your target customer is interested in learning more about.
You will want to include plenty of standard posts that focus on your keywords and topics related to your products and services, but you’ll need more than that to really drive traffic to your site. Consider these other types of posts:
- A guest post from an industry expert. This can help bring in more readers while giving your company an added credibility boost.
- A roundup of news articles and blog posts. This is an easy way to add good information to your blog show you’re on top of the latest in your industry.
- A post written around an infographic. This is an effective way to bring your ideas to life by creating a visual message, which can provide your site with plenty of high quality links.
In addition to regular blog posts, it’s important to make a plan to be active on social media platforms. Your social media posts can include promoting your blog posts, announcing your company’s latest news and sharing relevant content from other sources. Being active on social media is also an opportunity to learn more about prospective customers, see what current customers are saying about your business and connect with industry influencers.
How Often Should We Publish?
When developing your editorial calendar, it’s important to be realistic about the publishing frequency you choose and the deadlines you set. While you may not have the manpower to publish a new blog post each day, it’s imperative that you provide fresh content on a regular basis. We recommend our clients do at least two posts each week, but it’s fine to start with one, if that’s more manageable. Anything less, though, is likely to be ineffective, though, because it takes fresh content to keep people coming back and Google’s search algorithm looks more favorably on websites that publish regularly.
Facebook, Twitter, LinkedIn and other social media sites require more frequent posts than a blog does. Socialbakers suggests businesses should do one Facebook post daily to keep their image fresh in the eyes of clients. We recommend the same for LinkedIn and a few more — five to 10 a day — for Twitter. On Twitter, in particular, it’s important not only to make your own posts, but also to retweet others’ posts and engage in conversation from time to time.
Who Should Manage Our Editorial Calendar for Content Marketing?
Depending on your company’s staffing organization, structure and goals, it will likely be a content manager, marketing project manager or editor who will manage your editorial calendar for content marketing. It’s important to assign this task to someone who’s involved in the project, can easily communicate with others involved and adapts well to change.
The person you choose will have to:
- Share the calendar with everyone who is involved with creating and distributing content. The best way to do this is to keep the calendar in WordPress or in a sharable format, such as Google Calendars. That way everyone always has access to the latest information.
- Keep the calender up-to-date. The calendar isn’t set in stone and will have to be updated from time to time. For example, you may have to reschedule evergreen posts to prioritize breaking news or time-sensitive information when they arise.
- Hold contributors to their deadlines. Busy contributors will need reminders of deadlines to keep things running smoothly. The manager of the editorial calendar cannot be shy about making these reminders and enforcing deadlines.
- Ensure content is covering all the bases, but not repeating the same topics. Without one person overseeing the big picture, it’s easy to forget to cover key topics or to overdo popular themes.
- Stay on top of the company’s overall marketing strategy and adjust the calendar accordingly. This requires effective communication with other members of the marketing team and other parts of the company.
Reputation Capital Media Services is a Baton Rouge marketing agency that helps B2B companies and their marketing agencies produce high-quality digital content, including blog posts, e-mail newsletters, white papers and multimedia. Our editors and writers are experts in their fields, which include HR technology, employee benefits, and financial services and accounting. Contact us for a free 30-minute consultation to find out how great content can help you attract and retain your customers.