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How to Create an Editorial Calendar for Your Content Strategy

Monday - February 11th, 2013

Written by: Tristan Pelligrino

How to Create an Editorial Calendar for Your Content Strategy

Getting the right content to the right people is important. However, even when you know when to post and who your audience is, things don’t just magically fall into place. Running a solid content strategy takes hard work… plus a few more things that we’re going to cover in this post!

Define Your Content Channels & Audience

Hopefully you’re using some kind of analytics software to track leads on your website, blog, and other platforms. If not, Google Analytics is a great place to start. Using your analytics software, you should be able to determine what platforms are creating natural bridges between one another. For example, are your Twitter users naturally moving over to your blog? Is there a strong connection between your Pinterest boards and Facebook traffic?

When you know who is where, it makes the next phase much easier and more efficient…

Develop Campaigns/Themes/CTA’s

One of the biggest benefits of using an editorial calendar is that you can develop a detailed campaign that starts at point A, moves to point Z, and drives results in between. Without an editorial calendar, you’re just taking shots in the dark. There’s no point in creating random, sporadic tweets or Facebook posts. Sure, you might get a few clicks, but you’re not going to get true engagement.

Also, when you use an editorial calendar, you can really focus on creating excellent CTA’s (calls-to-action). Check out this 13 Point Checklist for Optimizing Social Media CTA’s.

Work in Advance – Way in Advance

Alright, so you know who’s engaging with your brand on various platforms, and you’re mulling over some campaigns with strong CTA’s. Good deal. Now is the time to start writing. If you don’t feel confident writing your own social media posts (trust us, it’s a lot harder than it seems!) then you might want to outsource the task to a professional writing agency or marketing agency.

Either way – whether you do the writing yourself or not – you need to work in advance… way in advance. It’s really easy to let your social media strategy fall to the wayside when business picks up. Facebook can easily take the backseat to addressing client issues and building your business. While those are important things to take care of, Facebook doesn’t have to take the backseat when you’ve already done the work in advance!

Find Someone to Manage It All

Lastly, it’s imperative that you find someone to manage it all. This could be an intern or it could be a full-blown social media agency; that’s up to you. If you’re the owner of your company, then we strongly advise you to not take it on yourself. More likely than not, it will get lost in the shuffle of things if you do!

First Steps

“Okay, good advice,” you’re thinking to yourself, “but how do I actually do this?” We know and love Google Calendars and recommend it for most clients who want to have a reliable calendar that multiple users can tap into. We could write up a full how-to, but instead we’ll just direct you over to this very recent and up-to-date guide. Good luck!

Is your brand leveraging an editorial calendar? If so, do you have any tips or tricks to share with other readers?

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