Superior information to creating an editorial calendar that drives conversions
30 second summary:
- Content creation can be an overwhelming task for websites / blogs that need to send content to a consistent audience on a daily basis.
- "Quality" exceeds "quantity," and it is important for webmasters and content creators to follow this to ensure they are not producing poor quality content for their audiences. This is where the requirement of an "editorial calendar" comes into play.
- By carefully implementing the right editorial calendar, content teams can stay prepared and optimize their efforts around the common goal.
- There are different formats you can work with. However, as they move on to their calendar's events, they need to keep updating their editorial calendar based on the feedback to keep it relevant.
- The advantages are many. The team is clearly able to see the number of pieces of content published for a period of time and make changes accordingly.
Did you know that 86% of B2C companies use content marketing as part of their marketing strategy? The importance lies in two facts: The right mix of content marketing strategies can reach a wider audience. And the successful ones can offer the audience more than they expect. High quality content that comes from the right content marketing mix is not only useful for the audience, but also helps brands make a good impression on the target audience. And there is widespread agreement that an "editorial calendar" is the stepping stone to creating a great mix of content that will work wonders for marketers' endeavors.
With a schedule, marketers can use the editorial calendar to control their content type for media platforms during a specific time period. You can coordinate content for publishing blog posts, e-books, white papers, infographics, videos, podcasts, newsletters or social media.
By better organizing and planning the brand's content packages, an editorial calendar can help all team members optimize their efforts.
The contribution of an editorial calendar to your company and your brand
There is so much to do when there is an appropriate and strategically designed editorial calendar in place for the marketing team. It becomes pretty easy to keep track of things and be prepared for upcoming content. The team can clearly see the number of content published for a period of time. And any lack of strategy or effort is immediately reflected, and this is when it can be addressed in a timely manner without missing deadlines.
While all of this is a collective team effort, a calendar also helps hold each team member accountable for the tasks for which they are intended. Based on what others are doing to keep the content and marketing tool moving, anyone can prioritize tasks and manage their time more effectively without having to quickly create content that may not be of high quality.
Content marketers can't deny that content redundancy is a thing. While an editorial calendar can't completely eliminate this, it can help your team make adjustments in advance.
So what does it take to create that perfect editorial calendar that works wonders and increases conversions? Let's find out in this guide below.
Content of a successful editorial calendar
Your marketing calendar can be in one of three formats: a spreadsheet, an application, or a printed calendar.
While freedom of choice can be well exercised in judging the format of your editorial calendar, what is in it really matters. It is highly recommended that you keep it verbose so that every other team member can always understand.
The calendar's designs and content should be a good match and should be consistent with all of the roles associated with responsibility for content creation. We speak – content writers, bloggers, content managers, social media content managers, editors, assistant editors and the like. While they have individual roles to fulfill, they use a well-designed editorial calendar as a common reference to plan and consolidate their tasks, keep track of deadlines, and deliver quality content. Depending on your strategy, the editorial calendar can contain a wide variety of details. Here is an ideal list:
- Type of content
- The title
- Release date
- Time of publication
- Title, heading, or content topic
- Content author
- Content completion status
- Deadline for completing the content
- Feedback / revision
- Publish url / platform
- Key figures for target group retention
The list is not tightly bound. Depending on the needs of your content mix and what your brand is trying to achieve with the calendar, the main fields can change constantly. And as the brand grows, the calendar can either get more complex or even simpler.
Here's how to create a highly effective editorial calendar
Step 1: write down your priorities
You can write down all the topics you want to cover in a list format. If you've already written a lot of content, it is worth checking out the topics that you haven't covered before.
Previously, if you have written general content, try writing something that addresses the specific concerns of your audience. For example, if you have a website featuring cell phones, you can try making a buying guide for them. Remember, your goal is to help people who are struggling to find the perfect device that fits their budget.
In addition, you would also need to set your specific blog goals. Once you find it, you can put together various marketing goals such as:
- Get more web traffic to your blog site
- Improving your blog's on- and off-site SEO infrastructure
- Increase the reach and awareness of your blog
- Generate more conversations and leads to improve your customer list
- Build a basis for the loyalty of your target customers and target groups
Step 2: set your publishing channels
Your editorial calendar reflects the planning. There are several channels for publishing your work, each of which cater for different spellings. Make sure you rate them appropriately for your posts, ebooks, white papers, infographics, videos, podcasts, newsletters, or social media publications
Step 3: determine the frequency of your posts
Now you need to determine the number of posts you want to upload on a regular basis. Just make sure your swing is maintained. A streamlined publishing plan can help increase conversion because while the audience gets quality content to engage with, they can also rely on the brand to keep creating similar content to keep things moving . Once they know when to expect your posts, be sure to check your place on a regular basis, thereby increasing their trust in your brand.
Step 4: make a proper table
Whether you are planning for business or trying to market your content, a spreadsheet can help you in a number of ways. This allows you to keep track of many important things. For an editorial calendar, you can enter the following in the table:
- Release date
- Selection of SEO optimized keywords
- The author's name
- Description of the content
- Title of the essay
- Status (complete, draft, hold, or published)
- A proper list of CTAs
- Your marketing goals
- Publication channels
Make sure to create the spreadsheet on your Google Drive to collaborate with your team members. If you are thinking of building something sophisticated, you can also try the WordPress editorial calendar plugin for your WordPress blog. You can drag and drop posts, edit posts directly in the calendar, and manage your entire blog. Here's what else you can do:
- See all of your posts and when they are published.
- Drag and drop to change your post details.
- Manage your designs with the new design drawer.
- Quickly edit the title, content and times of posts.
- Publish posts or manage drafts.
- Just see the status of your posts.
- Manage contributions from multiple authors.
Step 5: fill it up
So far you have only created the editorial calendar. To make it fully functional, you need to fill it up. As you write for different rooms, try to come up with as many ideas as you can. But make sure you are a bit realistic too. Also, if you're trying to help people through your content, you should focus more on taking your blogs with you. In a guide style, you need to add as many tips as possible.
Step 6: strategize your workflow
The final step for you in this aspect would be the strategy for your workflow. Collaborate and discuss with your team members to achieve all of the following:
- Your marketing goals
- A proper editorial guide (to help the team create niche content)
- A detailed, suggestion-based list for operating the editorial calendar
- The name of your team members and their responsibilities
- Feedback, if any
The right mix of content to successfully engage your audience
Another reason to implement the use of editorial calendars on your content and marketing team is because they will help you balance the right mix. A mix that successfully engages your audience and offers them anything but the right proportions.
Let's put this in simpler terms.
For example, your brand either publishes a lot of blog posts or a lot of video content without evening the mix. Too much of one content type and underutilization of other types can seriously damage your content strategy, and you could miss out on an entire segment of your audience. This is where the visual nature of an editorial calendar can help your brand strike the right balance between published content formats.
Advanced Editorial Calendar Tips for Marketers
While editorial calendars aren't brand new in marketing, many seasoned marketers still miss out on fronts that can help them improve their marketing mix for absolute success. Here are the most common:
- It is strongly recommended that you review the editorial calendar and make changes to it periodically. This is important as the marketing strategy can evolve and this must also be taken into account in the planning calendar. This can lead to changes in your release schedule and also in the topics you want to investigate.
- It is imperative to determine whether your current publishing plan is increasing reader participation. Any drop in visitor numbers must be investigated and addressed with additional efforts and changes in the release schedule.
- Don't be afraid to invest in project management tools like Trello to create your calendar. The tool offers ready-made templates that fit your strategy like a glove. You can move tiles around a board to mark the beginning to the end for each project. However, if you do use Trello, make sure you get the most of it.
We absolutely love how editorial calendars are such a looping activity. The trajectory of the published pieces not only helps the team easily determine whether the content was properly created, but also lets them know if any follow-up content would be required. This is also where new content-related ideas can develop. Hence, with the right editorial calendar, the workflow and thinking of the organizational chain can be easily established. Remember, it's always about getting the next best piece of content out for your audience. So keep working with your editorial calendar to get the most of it.
Good luck with your editorial planning!