Editorial calendars are one of the most useful tools in a content marketer's tool belt.
They help you organize your content, push you to stay on track with deadlines, and keep you ultra-focused on hitting your content marketing goals -- they're awesome. But there's something I've noticed about the editorial calendars of businesses I've worked with in the past:
They're missing a lot of useful information!
Joe Pulizzi, writer and CEO of Content Marketing Institute, believes that the more information contained in your editorial calendar, the better. And in his book, Content Inc., he highlights what he thinks are the most important additions to anyone's calendar.
So what are they?
1. Who's creating the piece?
As your content marketing strategy expands, you may need to consider hiring outside help to keep up with your content creation. It could come from freelancers, guest posters, full-time writers, or anything in between.
But finding help isn't the problem. It's tracking it that's a real pain.
So as you begin to grow, be sure to add an "Author" section to your editorial calendar. Not only will this help you to track down the person supplying the content but it will also help you keep track of who you need to pay (if outsourcing), and it will also help to prevent any mix-ups in content ownership.
2. Where will you promote the piece?
You can't promote every piece of content you create in the same place.
For instance, if you write a blog post about Facebook Ads, you probably won't be able to submit it to Inbound.org. But if you write a post about content marketing, you could submit it to Inbound without an issue.
Yeah, it's pretty annoying.
But by adding a "Promotions" tab to your editorial calendar, you won't have to scramble to find the right promotion channels every time you publish content. Simply look at your excel sheet, and you'll know exactly where it needs to go.
Here's a situation you're probably familiar with:
You just finished a piece of content, and you can't wait to publish it. You've got your promotion channels lined up, social media posts scheduled, and your mouse is hovering over the "Publish" button. But then you realize:
"I forgot to put images in this post."
Now you have to spend an hour trying to find the right visuals, and it totally kills your momentum. That sucks.
So next time you schedule a post in your calendar, be sure to throw in a few images in with it. This will help speed up the posting process on your end, or if you have editors and proofreaders, it will make their lives much easier.
4. Audience outcomes and CTAs.
One of the most important parts of content marketing is content segmentation.
Content segmentation is the act of creating valuable content that corresponds to each stage of the "buyer's journey" (Awareness, Consideration, Decision). It plays an integral role in building and maintaining your content marketing funnel.
But segmenting your content to different stages in the buyer's journey is hard to keep track of. That's where your editorial calendar can come in handy.
By labeling audience outcomes and call-to-actions for each of your posts, you can quickly judge what content you need to create to optimize your funnel. For example, when you look at your calendar, you may think,
"Jeez, I've been creating a lot of posts geared towards promoting our eBooks lately. Looks like I need to create some Decision stage content around our company white papers."
It's simple but effective.
5. Ideas for repurposing content.
On top of planning and organization, your editorial calendar can also help you generate loads of ideas for repurposed content!
According to WordStream, repurposing content is the process of finding new ways to recycle your existing content. For instance, if I wanted to create a blog post titled "The Ultimate Guidebook for Content Marketing", I may use some of my previous content marketing posts for the guide. Of course, I wouldn't rehash them word-for-word, but the two would still share similarities.
You can also repurpose content to other platforms. One simple blog post could serve as the foundation for a podcast episode, YouTube video, eBook chapter, or infographic.
So start including your ideas for repurposed content in your editorial calendar! It will save you the effort later.
With your entire content marketing strategy planned out, you're sure to start garnering new leads and converting new customers in no time. The question is...
How are you going to manage them all?
That's where Act! comes in. Act! makes it easy to build lasting relationships with your customers. Want to learn more about how we can tailor our services to better suit your business? Click here to connect with us today!