This article is part of a series on The 8 Steps of an Effective Content Marketing System for Your Business. A FREE e-book is also available to download.
An editorial calendar is the key to organizing your content marketing system. It ties all of your content goals to a detailed plan-of-action. Ideally, you’ll want to set-up an editorial calendar six months to a year out. If it makes sense for your company and goals, organizing the content around a theme, topic, or event will simplify the content creation process. A spreadsheet or Google Calendar are both good tools to use to create the editorial calendars.
If using a spreadsheet, you’ll want to create a tab for each month.
Within each tab, include the following details:
- The month’s theme / topic
- The question(s) being answered for this topic
- The buying process stage this topic falls in
For each piece of content, include:
- Content Headline
Make sure the headline is keyword focused and engaging.
- Content Type
The format (e.g., blog post, video, e-book, email, etc.)
- Buyer Persona
Who will this content target?
- Due Date
When does it need to be completed by?
Who will create this content?
Who will edit the content?
How will the content be distributed? (e.g., website, blog, Facebook, Twitter, email, etc.)?
What other pieces of content will be associated with this content? For example, you might be writing a blog post on the benefits of using an editorial calendar. An associated piece of content might be a step-by-step video on how to create an editorial calendar in Excel.
Focus on incorporating keywords that are in high demand and, ideally, have a low to medium popularity ranking. You can find this info by using Google’s free
Keyword Analytics tool (http://adwords.google.com/o/KeywordTool).
- Publish Date
When will this content be published / go live?
What is the current status of this content? (i.e. in production, under review, awaiting feedback, etc.)
- Call to Action
What is the call to action for this piece of content? What do you want the reader / viewer to do next?
Provide any relevant notes.
What are the key metrics for this content? What will determine the success of this piece of content?