Every company faces a common challenge:
Create consistent content.
From the requirements of writing blog posts, updating social media, exploring new opportunities and more, each content team will face the challenge of consistently creating content.
This is especially true for marketing media companies.
There can be moments of inspiration when you or your team conjure up a wealth of ideas. Knock out a few quick ideas. And then … nothing.
Your fountain runs dry.
The ideas start to stop.
And the requirements of your day-to-day business give you little or no time to do anything about it.
It doesn’t matter whether you create content per day, week, or month. Each content creator will struggle through difficult content creation seasons at some point.
As the marketing director of a B2B SaaS company, I know this feeling only too well.
But one thing can help you, me and our teams maintain the work we are inspired to do. And that creates an editorial calendar.
I know it doesn’t sound inspiring and it lacks glamor, but believe me; There are several advantages. Here are nine reasons why all companies need to create an editorial calendar.
1. Increased creativity
By creating an editorial calendar, your life and business become a source of inspiration for content.
Knowing what you will create will encourage you to consider your life and business as a source of ideas, illustrations and clarity. I personally noticed this change when I first worked as a copywriter and content manager. For months I had problems developing convincing headlines, attention-grabbing first sentences and well-structured material. When I started planning my work ahead, I noticed that this gave me ample opportunity to do research, think about what to say, and incubate my ideas. It’s amazing how much creativity you can nurture by simply taking your time to think.
2. Increased quality
There is no shortcut to creating killer content.
It takes time.
And in some cases a lot of it.
An editorial calendar gives you or your team the extra time you need to research, write, edit, and design everything you need. This ultimately increases the quality.
Creating an editorial calendar also promotes the state of production. In the words of Jonathan Thomas:
“You create a production state of mind, which means that you make it a habit to write one post a day or even write all of them in one day and schedule them for the post. This greatly facilitates the start and end of the creation process. “
Regular content creation helps you and / or your team become better writers, video producers, speakers, etc.
3. Increased consistency
Many blogs and websites project the sound of crickets because their content is out of date. An editorial calendar helps you fight these dreaded crickets by positioning them so that you regularly create content for your company.
The most important thing about current content is: Not current content. It’s about providing your audience with a consistent stream of helpful content to drink from. This does not mean that you have to publish something every day. I’m just saying that providing consistent content, once a week, twice a week, or once a month, trains your readers, viewers, or listeners when you can expect something from your business.
Increased consistency also triggers anticipation for your readers. They will try harder to connect with you and your content if they know what to expect. This leads to the next advantage.
4. Increased engagement
By creating consistent content, your readers will not only know what to expect, but also be encouraged to engage with your content.
It’s similar to a party. They invite guests to your house and, depending on the event, they expect you to be engaged to a certain extent. Your anticipation of your content will cause your audience to return to consume, share, and engage with your content. And their engagement is a key factor in building and maintaining a committed audience.
I know I’m saying the obvious, but it has to be said: respond to your audience.
Regardless of whether people are active on your blog, social media accounts or on a company website, it is important that you interact with them. If you don’t, it’s like not answering someone when they say “hello”.
So don’t be rude. Nobody likes that.
5. Increased effectiveness
One of the great advantages of an editorial calendar is making sure that you achieve your goals while helping your audience.
Maybe I only speak for myself, but it’s easy to get off track and share whatever your heart desires. This is good for your personal diary. But sharing a few random thoughts online is like throwing mud on the wall in the hope that something will stick.
An editorial calendar helps you plan, create, and deliver content to your audience.
6. Increased endurance
Creating content is a difficult business.
An editorial calendar helps you to keep an eye on the big picture. When updating your content becomes a challenge – and it will be – an editorial calendar prompts you to focus on what’s ahead. It will shed light on the next step you need to take on your online journey. Sometimes it is enough to see the baby in front of you to move forward.
And that level of stamina will separate you from the rest of the crowd.
7. Increased range
Fishing teaches us a lot about creating content.
Before you go fishing, it is important to know what you are fishing for. This way, you can choose the best time of day, place and bait to get the fish you want to catch.
An editorial calendar will serve you in a similar way. You will be able to create content that best reaches your target audience.
Take the time to identify your target audience. Understand who they are, their needs and desires. Then prepare to create content that connects to them where they are – not where you want them to be. This would be like fishing for a freshwater fish in a saltwater ocean. They are not here.
8. Increased relevance
Your content must either be up to date or timeless.
Timeless content is also known as an evergreen or cornerstone. It is content that has no shelf life. It won’t expire. It is relevant today and tomorrow.
Now there are two different types of timely content.
First, timely content is content that can have an expiration date. It is content that is associated with a specific event, e.g. B. Promotional material for a new product, event, and more. Its relevance and usefulness cease to exist as soon as what it is connected to ends.
Second, contemporary content is content that is written in the light of current events. It doesn’t necessarily have an expiration date. But it has a certain period of helpfulness. For example, there are problems today that have not occurred a year ago and will no longer be relevant in another year. By writing content based on your topic that connects with your audience and overlaps a contemporary event, you can better connect with your audience and increase engagement.
9. Increased focus
I currently have over 300 content ideas. Some of them are just headlines, others have notes, while others are a crappy first draft. But all of these semi-finished ideas lead me to complete them. Working out what I want to write on a calendar has helped me realign my efforts instead of chasing the various ideas that come to mind.
An editorial calendar helps you focus your research, writing, editing and rewriting. This is an advantage if you feel you are facing roadblocks. You will be asked to assert yourself and finish the job.
Over to you
As you can see, if you take the time to create an editorial calendar for your business, you will reap the rewards, and any time you spend on creating a plan is worth it.
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