A Content Calendar: Key to Successful Digital Marketing Campaigns
An editorial content calendar is not only where you keep track of, coordinate and share your upcoming editorial content; it is essential to execute integrated digital marketing campaigns.
Keeping an editorial calendar ensures that you’re releasing your content at the best possible moment and that each member of your firm is aligned around the release dates. Your calendar doesn’t need to be too complicated – it might be a shared Excel or Numbers sheet, a dynamic scheduler or even a simple dry-erase board.
The most important requirements are that your team have access, and that it gives you a wide view – to truly detect patterns and enforce content themes, that you’ll want to look at, as you release this editorial over at least the next few months, if not the entire year.
4 principal Benefits of Creating an Editorial Content Calendar Are:
1. Publishing Regularly and On Time
It’s vitally important that you publish regularly and on time if you aim to build an online following. Both existing clients and prospective clients expect you to deliver when you say you will, and the existence of a structured schedule for your content marketing makes it possible for you to plan your content ahead of time.
If your firm is holding a promotion or event in two months’ time, for example, you can devote one blog post per week, an email marketing campaign and social posts to the event in the run-up period.
On your editorial calendar, write your ideas into slots as they occur to you. Create each post a week before it is due for publication, to give yourself time to review it before publishing, or to do extra research and add information based on ideas that come to you while you’re writing.
If your company has an approval process, following your calendar will help you produce each piece of content with enough time for the responsible people to review and sign it off before it goes live.
2. See the Bigger Picture
Creating an editorial content calendar that runs for a month, a quarter or even a year gives you the advantage of a ‘birds-eye’ perspective of your online communications.
It enables you to plan for running features, such as the components of a series of posts on a specific topic, and schedule content themes based on the time of year, such as a post-Budget Summary or Year-End Tax Planning Tips.
It also enables you to maintain consistency of your core messages across a variety of topics without overlapping subjects to avoid duplication and highlight discrepancies.
3. Plenty of Time to Find Ideas
With a comprehensive editorial content calendar, you can take an idea, look for the best time to showcase it and write it down for future use. Then, you can research it and mull over it for a while before producing it, and you can source input and comments from others.
If your content production process involves several stakeholders, identifying suitable topics in advance improves your chances of getting a consensus on the ideas, too.
4. Synchronisation with Other Sources
This applies to advertising as well as guest contributors; planning ahead using an editorial calendar enables your advertising to achieve synergies with your content.
As for guest contributors, your editorial calendar will help you to manage multiple contributors, give them each specific dates and comfortable lead times, and avoid sourcing duplicating topics.
Content Calendar Example
Here’s a sample content plan and its ideal structure.
Things to bare in mind:
- Flexibility: This calendar can be adjusted based on emerging trends, regulatory changes, or significant economic developments.
- Engagement: Encourage interaction by asking questions, conducting polls, or inviting comments on each post.
- Promotion: Use social media, newsletters, and other channels to promote daily content and increase visibility.
- Analysis: Monitor engagement levels and adjust future content based on what resonates most with your audience.
This calendar provides a structured approach to covering a wide range of financial topics, aimed at educating and engaging your audience throughout January.
About Goldmine Media
Goldmine Media is a renowned, all-in-one financial services marketing agency. We’ve worked closely with driven clients for over twenty years to achieve their goals.
Our services include:
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As a company, we proudly partner with various clients, from major corporations to small and medium financial firms. These partnerships span across the globe, from the UK and abroad. So, be it the UK, USA, UAE, or Singapore, our team is always ready to meet your marketing goals.
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