Fri. Nov 22nd, 2019

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How to make an editorial calendar for its content strategy

6 min read

The editorial calendar is an essential tool for planning your content. It makes it possible to never be short of the subject, to keep a coherent editorial line and to remain organized in the creation of web contents. In this handbook, I will detail why and how to create an effective calendar. 

What are the advantages of having an editorial calendar?

An editorial calendar is one of the key steps to a successful and meaningful content strategy. It’s an excellent organization and planning tool that will help you stay consistent and effective throughout the life of your blog. In addition, here are the main advantages of the editorial calendar:

Have a regular publication frequency

The main problem with blogs is that for a few months, there will be a lot of publications, in the beginning, then fewer and fewer articles or almost no more. Results? Traffic stagnates and then begins to drop, cutting the motivation to write articles again. It’s finally a vicious circle in which many blogs fall, whether professional or not.

Your audience will remain faithful to you

Who wants to continue to follow a blog that does not offer enough material to read? Even if your content is quality, be aware that your readers are always fond of new tips and tricks. 

They will not hesitate to go elsewhere if you do not fully meet their expectations. The calendar will always have relevant topics to suggest not to disappoint your audience.

Keep a consistent editorial line

Another problem with blogs is that publishers think too often in the present without necessarily having a vision in the long term. However, it is important to know how your content will evolve and how they will be implemented to each other like publications. For this, the editorial calendar is the ideal tool to always stay consistent and produce content that follows a real logic.

Reach your goals more easily

When you write topics in all directions, you do not always know who you are talking to. With an editorial calendar, it is also the way to start again on a coherent editorial strategy which makes it possible to define to whom your subjects are addressed. 

All your articles will not necessarily have the same targets or the same vocations. On the other hand, these will be perfectly defined in advance in order to reach your objectives more easily.

Think also in SEO terms

Often, articles are written with the intention of being a maximum shared on social networks and to be viral. So ok that’s good but in the long run? An editorial calendar makes it possible to begin to establish an SEO strategy for its contents. 

Once you have defined the queries that are typed on Google by your targets, you will find it much easier to find topics with high potential for SEO and position your articles on Google.

Develop a content strategy with an editorial calendar

1. Define a Persona

Developing a content strategy is not limited to the type of content you want to create. You must first determine who you are talking to, how to talk to your target, and through which channels.

The key to successful content production is to give each reader the impression of speaking directly to them. The only way to do this is to become intimate with your visitors, prospects, and customer. You must first learn to know them by identifying their problems, their needs, and their brakes. Always remember that you are marketing to humans who want to feel listened to.

That’s why creating a marketing Persona is the key to success in achieving your goals with your content. This fictional character must have the social and psychological characteristics of your ideal target, that is, the people who are most likely to become your clients.

2. Set objectives

It is inefficient to create an action plan for your calendar if you do not have goals. For example, it may simply be to attract more visitors to your site or to generate more leads. It can also be about building a community, building loyalty with your existing customers, or engaging them to a new product or service.

Defining your goals will allow you to have a better idea of ​​what angle to use for your topics. If you adopt an Inbound Marketing strategy, keep in mind that your goal is to guide users through the purchase cycle and you need to know what content will be used for each conversion step. 

Each element of the content that you create will have to be aligned with your goal and contribute to the desired result.

3. Search the topics of your content

Once we have an idea of ​​the type of content that can fit into your calendar, it’s time to look for topics.

A first approach is to have a vision-oriented towards the engagement of your community (social networks and mailing). In this case, search for platforms such as BuzzSumo that reference the topics with the most shares on social networks. 

Also, look at some of the leading English sites in your area and look at the content that works best. Of course, it’s not about copying articles, but capturing ideas for quality topics that will inspire you while bringing your own vision to the subject.

Personally, my theory is more oriented towards natural referencing, which is the second approach that can be adopted. The topics I cover respond to specific issues in relation to requests from users on Google. 

To identify these queries, it is essential to use tools like SEMrush Insight and especially a lot of brain juice! I invite you to check out my article on how to find keywords .

4. Organize the different topics in the calendar

Once your topics are selected, it’s time to include them in the calendar. Even if you can do it on Excel, the advantage of using Google Drive is that you can share it in real-time with your team without any problem. It is also on this support that I presented you with my model of an editorial calendar.

In this calendar, you must specify the following:

  • Date of publication: The date allows both to prioritize your subjects while giving you a deadline to respect.
  • Revision Date: To leave a record if you need to update your item.
  • Status: Allows you to know where you are in the production of your article
  • Author: If you are brought to work on the blog, it is essential to divide your topics according to your expertise
  • Title: Simply the title of your topics
  • Theme: In which theme will be inscribed your subject. Also lets you know in which category of the blog the article will appear.
  • Target: To which type of reader is the target intended
  • Objective:  For what purpose do you write the article
  • SEO: If you target a particular query, specify its search volume?

Here are the main elements that seem essential to me to integrate into an editorial calendar. Of course, nothing prevents you from improving it and putting it to your sauce. Each editorial calendar is unique!

To conclude

With all these tips, I hope you will be able to build an effective editorial calendar. However, be flexible in your planning / Even if the editorial calendar is essential to master its content strategy, do not be afraid to modify it if you see that you are not going in the right direction. Flexibility is essential to achieving one’s goals.

Finally, do not be afraid to experiment a few times. It is by trying several formats of topics that you will see which ones work and which ones do not work. Thus, you will learn from your mistakes and you will know how to optimize your articles as and when!

If you encounter any difficulty with the editorial calendar in style, do not hesitate to send me a comment.

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