10 Actionable Tips That Will Help Set up an Editorial Calendar

Set up an Editorial Calendar

If we learned anything in the last year of being in business, content marketing is an absolutely critical marketing activity for B2B and B2C businesses looking to engage, inform, and attract new customers. One of the most rapidly changing areas of digital marketing, well-crafted and promoted content largely drives the success of online marketing efforts.

Many recent studies, surveys, and pieces of research have been performed to help us all better understand the impact that content marketing has on digital marketing as a whole. Did you know that…

     Only 55% of bloggers update old posts. Those who do are 74% more likely to get strong results. (Orbit Media)

     The average reader only spends 37 seconds reading an article or blog post, so keeping things short and sweet is necessary. (NewsCred Insights)

     81%+ of marketers found that increased traffic occurred with as little as 6 hours per week invested in social media marketing. (Social Media Examiner)

     Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (DemandMetric)

     The average blog post is now 1,142 words (up 41% since 2014). (Orbit Media)

     67% of the typical B2B buyer’s journey is now done digitally, and 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions. (Lenati)

We don’t like to argue with the facts; quality content is a solid way to do well in online marketing. After understanding and respecting content marketing, you’ve really got to work on an effective editorial calendar to keep every blog post, case study, and important communication in check.

Editorial Calendars – A Content Marketing Strategy’s Best Friend

Quality editorial calendars take a lot of constant, careful attention to flourish. But, as we know, content marketing is 100% worth it. With really great content should come a foolproof and powerful system to manage it all like a pro. For those just starting up a blog or for those businesses looking to improve content marketing efforts, we’ve got some amazing tips and tools to help you ace it.

First thing’s first: you need to have a framework down for what should be included in your content calendar.

Via Adhere Creative

After establishing these for your own brand or business, selecting a content management system may be a good tool to adopt. Depending on your budget, there are free and simple tools, and for those who have a little more wiggle room, some more robust options for creating, publishing, and analyzing your content. Some content marketing management tools we’ve been into are CoSchedule, Asana, and even good old-fashioned spreadsheets.

Once you’ve decided what should be on your blog and have started to build out your new and outstanding editorial calendar within your chosen method for managing your content, take a look at some of our most tried-and-true tips.

1. For every piece of content added to the calendar, ask yourself these four questions:

  • What is the core value?
  • How does this provide ‘youtility’
  • Why would our audience share this?
  • Who do we hope to influence?

2. Carefully plan out your targeted keywords in advance. Making sure that you have a good grasp on your SEO goals and keywords will help you to better optimize every piece of content as its being written so that readers actually want to read it. 

3. Produce evergreen content that can be refreshed and reposted. This type of always-relevant content that performs well among audiences can always be strategically updated and reposted to capture more views without putting in more time for new content.

4. Take advantage of the experts you’ve employed within your own company for great content. Some of the brightest minds in your particular field are sitting in the office next to you – use your next water cooler break to chat a coworker up about their insights and ideas.

5. Ensure every marketing messaging is researched for uniqueness. Beyond doing a simple search on what’s already been done, you can also use several awesome, free tools such as this cliche finder and this plagiarism checker.

6. Use the calendar structure in place to plan out your content in terms of themed weeks, months, or even days. Depending on your brand and product/service offering, it can be really effective to publish a series of content pieces within a certain timeframe so that readers can jump in at any time and have a lot of relevant posts to engage with.

7. Research and use public industry data to drive your key value points home. There’s nothing quite like a recent statistic or industry study to help bulk up a content piece and make it more credible and digestible.

8. Try out the “Pillar Model” with one main focus piece and multiple smaller support pieces of content. Similar to the themes strategy, each topic builds off of one another and feeds into the same main idea approached from many different angles.

9. Develop an internal system so you don’t get behind. For us, we like to have big brainstorms all at once, then schedule posts far in advance. This way, we can ensure that every piece of content is started a week before the publish date, the review and editing period happens a few days prior, and that everything that needs to get approved does so before the scheduled date.

10. Tap on your own audience and customers for quality, storytelling content. This can mean reaching out via email or through a survey to collect from your customer’s experiences and turn them into relatable stories that will help attract new leads (when woven well!).

Do you have any great tips for creating and maintaining an effective editorial calendar? Want to chat through how to make yours even better? We’re content marketing experts and we’d love to hear from you. Contact our team anytime to get something started.