15 Tips for Improving Your Content Marketing Editorial Calendar

Transcription

1 15 Tips for Improving Your Content Marketing Editorial Calendar

2 Editorial Calendars are More Important Than Ever Before At Content Marketing World 2016, the mandate was given for everyone to go all in with content marketing, or do nothing. In other words, be dedicated. Commit fully to what you re doing, and do it well. The problem is you can t do that without a plan. Your content marketing editorial calendar is more than just a list of content you want to create. It s your roadmap to success. Improving your editorial calendar is something you need to go all in on, and we ll show you how. 2

3 15 Tips to Improve Your Editorial Calendar 1. Perform a SWOT analysis 2. Determine your goals 3. Gain alignment 4. Figure out what you have 5. Account for all channels 6. Make it sharable & editable 7. Bricks, then feathers 8. Don t brainstorm, brainwrite 9. Create a content repository 10. Be realistic with resources 11. Create a RASCI matrix 12. Be realistic with resources 13. Don t forget about curation 14. Build in governance 15. Iterate, iterate, iterate 3

4 1 Perform a quick SWOT analysis to see what s working and pinpoint what needs to be fixed. 4

5 See what s working and more importantly what s not working by performing a SWOT analysis. SWOT stands for: S: Strengths W: Weaknesses O: Opportunities T: Threats Tip #1: Perform a SWOT Analysis 5

6 How to Do an Editorial Calendar SWOT Analysis Answer the questions for each category below, and note your responses. Review your results: keep what works, fix what doesn t. S W O T Strengths Weaknesses Opportunities Threats What's working right What's not working right Are there opportunities Would someone not use now? now? coming up to expand the the calendar in the content calendar? future? What do you/others like What do you receive about the calendar? negative feedback on? Can you incorporate Does everyone agree on more content channels? the vision? What successes have What s preventing the you seen from your calendar from being a What updates would be What would threaten content calendar? true success? useful? alignment? Tip #1: Perform a SWOT Analysis 6

7 2 Instead of adding information you think should be included, let your goals dictate the calendar. 7

8 Determine the goals for your editorial calendar. Those goals dictate what information it holds. When determining goals, ask yourself: What are you trying to schedule? What will the main calendar function be? Who will be using it? What information is necessary for success? What channels are must haves to include? Tip #2: Determine Your Goals 8

9 How to Make Your Content Calendar Meet Your Goals Once you determine the goals, take it one step further and think about the details of each goal. To meet your goals, what information does the editorial calendar need to include? Posting dates and times? Approvals and sign-offs? Just planning information? Analytics and metrics? Post topic and description? Tip #2: Determine Your Goals 9

10 3 Make sure your editorial calendar gets put to use by getting buy-in from stakeholders. 10

11 Gaining alignment is critical, because there s no sense in putting effort into something no one will use. To gain alignment, you need to: Understand editorial calendar users needs and frustrations Get everyone on the same page and agreeing to the purpose and details Help them see the value of a calendar by showing how useful it could be to them Tip #3: Gain Alignment 11

12 How to Get Alignment from Stakeholders Get everyone in to a room and talk about editorial calendar wants and needs. Start by asking what their goals are, rather than talking about features. Then talk about the features that would accomplish their goals. Use their feedback to help build the content calendar. Content Director Wants to see every piece of content detailed, since she s actively working on clients. VP, Content Needs a quick snapshot of what s going on at any given moment, since she s not on clients anymore. CEO Needs to make sure deliverables are working and everyone is using the tools that were invested in. Tip #3: Gain Alignment 12

13 4 Audit your existing content to find wins, opportunities for re-use, and areas of opportunity. 13

14 Figure out What You Have with a Content Audit Before you create another piece of content, figure out what you have first. Audit your content and calendar to see: What content exists and where, so you can plan for even distribution How to calendar more content, based off similar content that has seen results and successes Which content can be repurposed or refreshed What topics you re already covering adequately and should lighten up on in the calendar Which topics you could could use more of in your calendar Tip #4: Figure Out What You Have 14

15 How to Build a Content Repository in Your Calendar To create your content audit, create a basic table in an Excel document, and go line by line through your content marketing channels, noting: Topics covered URLs for content Engagement/analytics Overall best practices Content quality/clarity Tip #4: Figure Out What You Have 15

16 5 Gain 100% content visibility, by accounting for all your content channels even ones you don t own. 16

17 Account for all of your channels in your content calendar. Yes, all of them. Even ones you don t own. Even if you don t have control over all content channels, there are benefits to plotting that content next to what you own: High visibility into totality of branded content Minimize conflicting content messages Reduce duplication efforts across departments Identify content for reuse and sharing Tip #5: Account for All Channels 17

18 6 Make your editorial calendar easily editable and sharable, so everyone can take advantage of it. 18

19 No matter how much work you pour into your editorial calendar, it needs to be sharable and easily updatable to be truly successful. If using shared Google documents, make sure everyone has access and the ability to comment If using a platform, give everyone necessary access and login credentials If using traditional Word docs or Excel sheets, make sure to come up with a clear system of labeling to indicated the latest version, plus find a shared location where everyone can access it Tip #6: Make it Sharable & Editable 19

20 7 Make sure you plan a mix of bricks and feathers to get the most out of your content efforts. 20

21 Balance bricks and feathers in your calendar to make your content work harder and reach more audiences. What are bricks and feathers? Bricks: Larger content productions that can make a big splash, such as white papers and video. Feathers: Simpler text and photo content pieces that are less intensive and often published via social channels. Tip #7: Bricks, then Feathers 21

22 The Difference Between Bricks & Feathers Need help determining which is which? Check your content against some of the key differences between bricks and feathers to see what you currently have. Attribute: Bricks Feathers Brand Position or Identity Thought Leader News Maker Content Life Span Days & Weeks Minutes & Hours SEO Potential Outstanding Limited to Links Opportunity Cost High Low Required Resources Creative, Development, SEO, Social Media Social Media Tip #7: Bricks, then Feathers 22

23 Start by Calendaring out Your Bricks Calendar out your anticipated bricks at least three months in advance. November S M T W Th F Sa S M T W Th F Sa S M T W Th F Sa S M T W Th F Sa Podcast x x x x ebook x Infographic Video case study x Blog post Organic social Paid social Tip #7: Bricks, then Feathers 23

24 Then, Fill in Gaps and Support Bricks with Feathers Once your bricks are placed, you can fill your content calendar with feathers. November S M T W Th F Sa S M T W Th F Sa S M T W Th F Sa S M T W Th F Sa Podcast x x x x ebook x Infographic Video case study x Blog post x x x x x x x Organic social x x x x x x x x x x x x x x x x x x x Paid social x x x x x x x x Tip #7: Bricks, then Feathers 24

25 8 Use creative restraints to get the best ideas with a brainwriting, not brainstorming, session. 25

26 Hold a Brainwriting, not a Brainstorming, Session To generate new and different ideas, don t turn to brainstorming. Hold a brainstorming session instead. Why? Brainwriting Brainstorming Write first, talk second approach ensures equality All ideas receive equal weight and discussion Generate approximately 20% more ideas More diverse and creative ideas Structured approach uses time to its fullest A handful of people do 60-70% of the talking Early ideas dominate conversation Only one or two ideas generated Breeds least creative ideas Takes up time and energy Source: Fast Company Tip #8: Don t Brainstorm, Brainwrite 26

27 How to Conduct a Brainwriting Session Get everyone together in a room. Make sure you have blank sheets of paper and pencils for each participant. Hand each participant a blank piece of paper Pose the challenge participants will be solving for Give each participant 5-10 minutes to silently, individually write down ideas After 10 minutes, have them pass their papers to the left Repeat 2x more, having each person add to the paper they just received When done, write down the ideas generated on a whiteboard Give everyone one vote for his/her favorite idea Use the highest-voted ideas from the session for your calendar Source: Smashing Magazine Tip #8: Don t Brainstorm, Brainwrite 27

28 9 Create a content repository to hold all the great ideas you can t do today but will someday. 28

29 Not all content ideas can be executed immediately. That s ok. That s when a content repository comes in hand. Ideas that are good, but not completely baked Future-facing ideas Ideas that require extra budget or approvals Extra ideas generated from a brainwriting session (See Tip# 8) Tip #9: Include a Content Repository 29

30 How to Build a Content Repository All you need to create a repository is a place to hold ideas. They do best in a calendar, but you can create them anywhere, including: Extra tab in Excel Separate Word doc Shared Google doc In an unpublished blog in a CMS In a content marketing platform Tip #9: Include a Content Repository 30

31 10 Dream big, but be realistic with what you can do, so you don t run into resourcing nightmares. 31

32 Be Realistic with Resources When it comes to calendaring your content, it can be easy to dram big. Just don t dream yourself out of resources. Invest in tools wisely, if you choose to use a platform or paid route Just remember: you don t have to use paid tools to help you calendar your content Google docs and Microsoft office work just as well in some cases Same goes for people Know how much they can produce before you dedicated them to fulfilling a calendar Work within their limitations when planning for content Tip #10: Be Realistic with Resources 32

33 11 Assign roles and responsibilities with a RASCI matrix so you always know who s on first. 33

34 What s a RASCI? A RASCI matrix is a simple chart that lays out roles and responsibilities. It can be done in any kind of document you like, as long as it s sharable and editable. RASCI stands for: R - Responsible: This person is responsible for getting the job or work done. A - Accountable: This person may not be responsible, but they are ultimately accountable. S - Supports: This person assists with getting the job or work done. C - Consulted: This person has information that is needed to get the job or work done. I - Informed: This person is kept in the loop, but not part of execution or guidance. Source: http: / Tip #11: Create a RASCI Matrix 34

35 How to Create a RASCI Matrix Create a chart that shows tasks on one side and responsibilities on the other. Assign everyone a RASCI role, so everyone knows who s on first. Content strategist Social strategist Content creator Content manager Executive Maintain content calendar (overall) C C R A I Schedules monthly content meeting R C C A I Add social updates to calendar S R S A I Share content calendar updates S S R A I Approve content topics in calendar A C R R I Add post-launch metrics to calendar C C R A I Tip #11: Create a RASCI Matrix 35

36 12 Complement your editorial calendar efforts by curating the best of what others have created, too. 36

37 Content curation is a smart strategy to help round out your content feathers and help keep your calendar full. Complement the other efforts in your calendar Help expose your content to other audiences Pad calendar for slower news times Help lighten content creation load while working on intensive bricks Tip #12: Don t Forget about Curation 37

38 How to Plan and Calendar Curated Content Four simple steps to help you plan for content curation: Plan to Curate Set a Content Focus Find Trusted Resources Don t Replace Creation Make sure you show Based on your audience Find resources you re Make curation an what and when will be and what topics you can willing to put your and ongoing effort, but don t curated. Give all relevant own, determine one or your brand s name on. let it take over your information possible, two highly relevant, Remember, the content calendar. Curation is a including source URL, related topics to focus you share is a direct smart strategy, but it s brand, post copy and efforts on. reflection of you. Only not a replacement for original publish date. share trusted content. creation. Tip #12: Don t Forget about Curation 38

39 13 Audit your competitors content, so you can stand out and rise above them. 39

40 Knowing where you stand compared to competitors helps you plan your calendar better. Audit their content, after you audit yours. Competitive content audits can contain: Content quality, relevancy Posting frequency Topic and hashtag focus Blog, social media presences Engagement metrics Tip #13: Conduct a Competitive Audit 40

41 How to Conduct a Competitive Audit Determine the criteria you want to audit your competitors against. Create a chart with criteria one side and competitors (and yourself) at the top. Review content and fill in your qualitative answers. Competitor #1 Competitor #2 My Brand Website URL? Blog presence? N N Y Social media presence? Facebook, Twitter, Pinterest Facebook, Twitter, Instagram Facebook, Twitter, Instagram, Pinterest Overall content focus? Products Lifestyle Products + Lifestyle Hashtags used most often? #brandname, #tagline #brandname, #tagline Engaging, well-written content? #brandname, #tagline, #hashtag1 Y Y Y Tip #13: Conduct a Competitive Audit 41

42 14 Keep already-published content always fresh and relevant, by building governance into your calendar. 42

43 Governance isn t the sexiest topic, but it s a critical one. Keep your content up to date with governance checks. Knowing when to update published content just by checking your calendar can help you prevent ROT content: R - Redundant O - Outdated T - Trivial Tip #14: Build in Governance 43

44 How to Build Governance into Your Calendar If using Excel or a spreadsheet, simply add in whether or not governance is needed, the date content needs to be reviewed, if it was completed, and a column for someone to sign off on. Regular calendar notifications work, too. Or check your content marketing platform to see if governance is already built in. Tip #14: Build in Governance 44

45 15 Treat your editorial calendar like a living document that s never finished iterate, iterate, iterate. 45

46 Never Stop Evolving Your Content Calendar Your content calendar will never be perfect, but that doesn t mean you can t keep trying. A content calendar is a living, breathing document, one that s meant to change and grow Keep evolving it to suit your needs Fix what doesn t work, keep what does Review and update it at least every quarter Tip #15: Iterate, Iterate, Iterate 46

47 Need more advice? Let s talk. # We re strategic advisors who work with world-class organizations to make digital marketing and customer experiences remarkable. Why us? We re not an agency, we re counselors and coaches We re laser-focused on strategy and operations, rather than tactics and execution We are a boutique group of experienced specialists, and there is no B Team We re fast, fair, and easy to work with We won t waste your time, your money, or your trust ever 47

48