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Tips to Organize Digital Content with an Editorial Calendar

Content management is an important part of successful marketing and a great way to keep your content organized is by using an editorial calendar. A 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, videos, etc. Call  816.221.1040, email valerie@jsmm-vbm.com or fill out the contact form on the contact page for a free 30 minute consult on editorial planning.

 

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, according to Adhere.

 

Here are some tips on how to create a successful editorial calendar.

 

Find a template that works for you.

There are tons of free templates for editorial calendars online. Search around and pick one that works best for your content strategy. A spreadsheet in Google Docs/Sheets is also an easy and free way to format your editorial calendar.

 

Fill the calendar with your content.

Fill out the calendar with your content, which social media channels it will be published on and what time of day it will be published. It’s important to label who’s responsible for publishing the content if the calendar is being shared among team members. National Day Calendar is also a great resource for content ideas. Overall, holidays and special occasions, key messages, buyer personas, special offers, culture, tips, subject matter expertise, behind the scenes and service offerings listed on the website are low hanging fruit for compiling an effective editorial calendar.

 

Tip: Content is data, and you get to know your customers by publishing content and measuring its effects. There’s no way to know everything about your audience until you put something out there, start communicating with them and see how they respond.

 

Be flexible.

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, according to Adhere. This helps prevent confusion between team members. Don’t be scared to make adjustments to your editorial calendar once it’s filled out. It’s also okay to switch subject matter to provide greater value to your audience.

 

Have a channel strategy.

A multi-channel social media strategy is an important element of all marketing campaigns. Start by understanding what makes each channel different. Each channel will offer different data results. The trick is to build a framework encompassing all the metrics with set goals such as reach, engagement, web traffic and lead generation or sales, according to Social Times.

 

Never share the same message twice.

Most brands today are publishing content on their social media channels to build traffic for their website. In order to get the most traffic, it’s important that you are creating and publishing different content across each channel. You want to give people a reason to follow you on multiple channels.

 

Timing.

It’s important to analyze your marketing efforts and when you publish content. There are several free tools available online to help determine when you should be publishing content. Other great resources include Google Analytics and Facebook Business Analytics. You want to publish content when your followers are online.

 

Have a hashtag strategy.

To increase your chances of engagement, have a hashtag strategy across channels. There are tons of free hashtag tools available for each platform. Hastagify is a Twitter hashtag tool that allows you to find the best hashtags to reach your audience. Display Purpose is an Instagram tool that helps you find hashtags related to your post.

 

There is a great deal of content strategy and analytics that go into creating a tactical editorial calendar. A good calendar should be agile, fresh and have overall brand direction. Measure your performance by reviewing social media analytics, Google Analytics and advertising performance. Be sure to also have Google Goal Conversions installed to track lead generation from your programs.

 

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