It is very common for brands to have gaps in their marketing strategy. The main problems include posting content on an inconsistent schedule or creating content that is irrelevant to a brand's overall marketing objectives. This is where an editorial calendar comes into play. But what is an editorial calendar? Read on to find out!
An editorial calendar is used to improve the organization and planning of content. It includes all types of content for social networks, media channels, blogs, and more. It helps keep track of publishing content on a regular basis so that brands can stick to a consistent posting schedule and increase their visibility on social networks.
Before creating and publishing content, it’s important to determine what you want to achieve. This goal will tell you what type of content to create, how often to publish it, and where to publish it in order to reach your target audience.
Knowing what type of users you want to attract is key to being able to create content that can get their attention. You can take into account their age, gender, nationality, level of education, and more, as well as their needs and pain points. This will help you define their profile.
Be realistic with the time and budget you have to create quality content. Your calendar should be made taking these two factors into consideration. It’s better to post twice a week and make sure that the content is high-quality rather than post every day and compromise not only the quality of your content but also your resources.
Once the annual forecast has been made, the content should be planned month by month. In this step, it’s important to define the topics and the authors who will be in charge of each of them.
You can brainstorm with the whole team to decide the topics. Write down all the ideas that come up and then discard the ideas that don't meet the objectives. The titles of the articles or content format and channel can be defined from these ideas.
When the topics, publication dates, and target audience are all well defined, it’s much easier to create valuable content, making your strategy more relevant and useful.
When the strategy is well-planned and organized, it’s much easier to meet the posting deadlines, which will make it much easier to achieve your objectives.
An editorial calendar optimizes content creation and posting, giving you time to perform other tasks that also increase visibility and sales.
Valuable content generates leads. This makes your brand more visible to the public so that it can stand out from the competition. It’s also a way to increase web traffic.
Having an editorial calendar is an easy way to maintain the performance of your content strategy. However, keep in mind that less is more and that consistency and quality should always be a priority.