HOW TO: Develop an Editorial Calendar
In this Internet Age, Content is King. You should constantly be pushing out news updates, blog posts, email blasts, social media posts, etc. to make sure that you are staying relevant as well as consistently contributing to your site's SEO by giving Google new copy to index. One way to keep track of all this copy, and to avoid feeling completely overwhelmed, is to create an Editorial Calendar to organize and control the publication of your content.
Here are a few steps I like to follow when developing Editorial Calendars for my clients:
1 - Brainstorm ideas for WHAT to post and WHEN to post - consider seasonality, holidays, relevant industry categories, current events and so on.
2 - Determine WHERE you want to post and HOW often - Do you want to post to your blog daily? Do you want to send emails weekly? # of Tweets per day? Decide what makes most sense for your business and your audience.
3 - Reach out to other influencers in your industry - Share the work! Offer opportunities for guest blogging, run a promotion with one of your vendors, share articles with PR and media professionals.
4 - Utilize available resources and tools:
HARO - free publicity! Search for relevant writing opportunities and submit your content.
Bloglovin - Follow your favorite bloggers and get inspiration for new content ideas or reach out for guest post opportunities.
Twitter Lists - Categorize the people you follow on twitter to make sure you stay up-to-date with current going-ons in your industry.
Holiday Insights - A fun tool for email blast themes or social media ideas!
PR Newswire - Great for press release distribution (will cost $$ though).
How you create your Editorial Calendar is totally up to you - Google docs is a great option if you plan to share it with your marketing team, Excel offers a lot of easy organizational tools or you can simply use a whiteboard hung up in your office. Once you've developed your editorial process, this whole content marketing thing becomes a breeze.