By David Holland

November 14, 2016


Why Your Company Should Have a Content and Editorial Calendar

So you probably heard it over and over again: productivity is all about strategic planning. That would be true specifically for content creation. When you plan ahead of time, you are likely to get things done and they are done right.

Content distribution across channels could be in form of images, blogs, social media posts or tweet. Believe it or not, even a simple Twitter tweet can be neglected and this is why you need a strategic content calendar.

For every company, content creation is among the most time-consuming tasks to have around. Yet, it is always a necessity to publish some kind of content every now and then to keep people engage.

You don’t know when the next hectic deadline comes or when you won’t have enough time even to simply create a meme for your social page. This is why it is very important to sit down and create your own content calendar which has the plan for the next months.

Having a content calendar is the key to organize your content strategy. Here is will you will create, plan and schedule contents to produce across platforms from social, blog, content, ebook, among others.

Choose cloud calendars

Cloud calendars such as the one from Google allows easy collaboration and real-time updates. As the calendar is accessible in any device, you and creative your team can open the content calendar even on the go. Nobody misses a deadline and everyone is on track on their designated tasks.

Plan to get a better picture

Here’s an example of a simple content calendar entry: it includes a day which incorporates a topic, possible title options, project description, metadata and publishing date. You can also add a note as to who will do the tasks. With all the necessary notes laid out, you avoid chasing tight deadlines, saving you a lot of time.

Everything’s better when you plan

Your calendar gives you time to create the right content for the right time. For instance, if there are events happening in the next months which suit for your next contents, you can input a schematic plan for those days. This strategic practice helps increase number of return visits, build better community and expands engagements with potential readers.

Organize and increase productivity

Having a content calendar help you and your team stay organized and creative. Since everything is already planned out, the writers, designers and editors are able to focus their energy to the very content they are creating instead of juggling around planning the content to be created.

Everybody’s on the same track

Put the project’s status on your calendar– if it’s in draft, on hold, publish or ready for publication. Set up reminders so your content schedule is always on the radar. The calendar basically allows everyone in the project to see the project’s status and what must be done.

No more deadline panic

With a content calendar you are not overwhelming your creative team. They already have their next tasks at the back of their mind. Whether you have a content team of two or ten, you are making the job easier for them with the help that calendar allowing them to be more productive, creative and focus on producing the best contents. There’ll be enough time to do the most-relevant researches needed to produce quality content.

Readers know what to expect

It’s not just the team that knows what comes next, so are your readers. You can create teasers as to what your readers can expect from you in the coming days. For example, in your recent blog entry, you can add a footnote that says an amazing blog entry entitled The Amazing Blog is coming their way on Wednesday. This makes people look forward to read your next piece of content.

Creativity block is gone
Ask any creative out there and they will tell you about this thing they called artist/creative/writer block. It’s the time when artists can’t do what they are to do. There’s this emptiness and lack of direction of the creative process. Whether you like it or not, it happens. This is when the content calendar comes to help with its strategic plan laid out.

You know who your audiences are

Because you have strategically plan your next content, you know who exactly your audience are. The target audience you had with your previous post or blog maybe different on the next one. You might had published marketing tricks for newbie entrepreneurs and you may intend to create a social post for small businesses in the next. By knowing who your audiences are, campaigns are more effective and contents are more engaging.

Keep track of content performance

Track in your calendar the results of your contents. Include statistics, performance or the number of leads produce by the content. This transparency helps the team perform better. Create a metric to improve your future strategies

Don’t worry, your content calendar, of course, is flexible. As much as you want to keep consistency, you can edit your calendar if an unexpected event happens.

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About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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