![]() ![]() There are two other parts of the work that now need to start happening during execution: 1) tracking the work and 2) producing the work. At least you went through the process of planning out your editorial process for year. Most of us just put it on a Confluence page or a Google Doc or on a complex, scrolling, color-coded nightmare of a spreadsheet. A way of mapping content to buyer personas.Ĭertainly there are many ways to create an editorial calendar. ![]() The channels where content will be published.Assigned content producers/editors responsible for each.A prioritized list of content you will publish.Pulizzi says your editorial calendar should also contain the following: According to Joe Pulizzi ( ), author of numerous books on content marketing, an editorial calendar is more than a bunch of topics and dates in a calendar. It spells out what a team will work on, who on the team will work on it, who the audience is, and where the content will be published (among a few other details). We wanted to fix this somehow, and in thinking about it, we went back to basics and asked ourselves, "What is an editorial calendar?" What is an editorial calendarĪt its foundation, an editorial calendar is a planning tool. In fact, when we do operate like this, we are precisely not taking an editorial (or audience-first) approach to our work. We have to get out a newsletter today." Going into a day in reaction mode like this is not a good place to be, especially for a content marketing team that drives its work with an editorial mindset. You come into the office and say to yourself, "Oh right. Therefore, the calendar becomes useless, and we wonder why we ever planned an editorial calendar in the first place.Īnd once your editorial calendar is rendered useless, and you start letting your workflow guide your work, reaction-mode wins. When changes happen, the work in the workflow gets updated, but the editorial calendar does not. We have all three, except that the editorial calendar always seems to get left behind because once we get into execution mode, we spend all of our time in the workflow process just creating the content. An effective content marketing team has a documented strategy, an editorial calendar, and a workflow process to execute.
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