Managing a content schedule effectively can make all the difference in marketing strategy.
Here are some practical tips for managing an editorial calendar in order to maximise the results of any campaign.
- Use the right tools
If you’re new to content scheduling, then you may be overwhelmed by the number of calendar tools and apps available to marketers. Keep in mind, though, that the best template is the one that works for you. Even a simple Google calendar or spreadsheet is enough to get started if you can’t commit to a software purchase at the moment.
- Simplify with themes
Most traditional publications use this strategy – creating themes well in advance that guide all the content for a particular issue: entertainment, holidays, etc. In fact, many publications recycle the same monthly themes year after year. Taking this approach can also be beneficial in content marketing. A quick search of Google Trends can help you determine popular content themes for specific regions around the world.
- Increase transparency
It may seem like best practice to keep your content publishing schedule a closely guarded secret, but sharing a calendar can actually increase opportunities for high-quality content. By embracing transparency and making your content schedule searchable, it’s possible to attract more advertisers, influencers and guest bloggers to help pad your content offerings.
- Establish frequency and batch content
A key element in an effective content calendar is publishing frequency. Once you’ve established how often you want to distribute posts, it’s easier to stay accountable, thus building trust and visibility with your audience. It’s also easier to create batches of content ahead of time, so there’s no last-minute scramble for a post idea.
- Explore automation
Automating content is a faster way to share what matters to your audience. Curating the quality content of others, using software to schedule and post during high traffic times – even if you’re not online – and enlisting the help of tools to track brand mentions are all great ways to streamline your content schedule.
Managing a content schedule doesn’t have to be complicated. By following a few basic steps, you can dramatically improve your publication calendar to maximise results.