The pressure to publish timely, engaging, content has never been higher. Brands have evolved into media companies that must think like publishers. Today’s portfolio of content channels — websites, blogs, Facebook, LinkedIn, Twitter, YouTube, Google+, Pinterest, Tumblr, Instagram, SlideShare, Flickr, etc. — is constantly growing. Each one requires constant care and feeding, and content is at the core of every conversation.
But despite the overwhelming trend toward content marketing and measuring its effectiveness, most brands haven’t addressed content on either a strategic or tactical level. One reason for this is that managing the workflow is very challenging. You must understand your target audience, research keywords, and publish/distribute interesting content regularly on each channel that attracts and retains your customers’ interest. Content marketing projects have lots of moving parts that come together at different times to form cohesive campaigns. It’s imperative to have an editorial calendar to manage the process. Along with creating buyer personas (profiles of the personalities in your target audience), an editorial calendar significantly impacts your content marketing success.
It will serve as a road map for the months ahead to ensure your content is optimized to meet your business goals and targets the right audience. It will also provide assurance that your contributors, stakeholders, and distribution channels are working in concert. It will help you:
I’ve included 3 Excel worksheets for managing content publishing, all of which can be customized to fit your organization’s content marketing initiatives. You can choose which one(s) are best-suited for you: