tbex europe 2016, editorial calendars, the backbone of your content machine, louise bastock

Editorial Calendars: the backbone of your content

machine

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writers editors

photographers videographers

marketers social media experts

PR wizards

Cake count: 1

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Editorial Calendardun dun dun

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What we are going to cover

• what is an editorial calendar • why do we use them • how to build an editorial calendar • how you can use an editorial calendar to maximise your content strategies

What is an editorial calendar?

• forward planning tool • backbone on which you can build and shape content • what (key dates) & how (how to transform to content)

Why do we use editorial calendars?

• organisation • inspiration • communication

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Organisationwhat when

Organisationkey dates

ebook launch

Inspiration

Communicationcontent

social media marketing

• unified brand strategy • unified voice

Structuring your content in a purposeful way

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How to build an editorial calendar

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Step 1: choose your tool

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Calendars/Google Calendars

• ready-made layout • colour coordinate events • repeat events • easy to share

PROS

• need gmail for added functionality

• limited design

CONS

Spreadsheets

• flexible design • colour coding • multiple tabs • Google sheets – easy to

share

PROS

• it’s a spreadsheet

• less intuitive to manipulate

• requires designing

CONS

Other tools…

• Trello • CoSchedule • WordPress Editorial Calendar

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Step 2: lock down the definites

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Lock down the definites• holiday plans • networking events • public holidays • important events/anniversaries • campaigns/ebook launches

Lock down the definites

Personal holiday/vacation

important dates

networking/PR events

ebook launch

Lock down the definites

Personal holiday/vacation

important dates

networking/PR events

ebook launch

Keep updating this info!

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Cake count: 5

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Step 3: sync your content

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Match content with relevant dates

International Beer Day

Beer gardens post

Match content with relevant dates

International Beer Day Beer gardens post

Review your formatsmonthly round-ups

Three tiers• important dates • current content • recurring formats

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Brainstorm ideas

content idea?

content idea?

Brainstorming ideas• ‘Top eats at the Edinburgh Fringe Festival’ • ‘Five offbeat festivals in Edinburgh happening during the Fringe’ • Photo post of the festival • ‘A year in Edinburgh’s Festivals’ • ‘Top shows to see at the Edinburgh Fringe so far…’

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What we’ve covered so far…• What are editorial calendars • Why we use them • How to build your own

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How to use editorial calendars to maximise your brand and content

strategy

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Make it work for you• Strategic thinking makes you look pro • Increase traffic and improve SEO

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Make it work for you• Make room for spontaneous ideas • See the bigger picture of your content • Unify your brand voice and tone

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Make it work for you• It’s your safety net • It allows you to yes to more fun stuff

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Make it work for you• It’s a point of inspiration

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Make it work for you• sync up social media plans • build marketing strategies

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Make it work for you• Build stronger business relationships

• stronger negotiator • flexible partner • passion vs solid pitches • more comprehensive communication

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Maximise your brand and content strategy

• Strategic thinking makes you look pro • Increase traffic and improve SEO • Make room for spontaneous ideas • See the bigger picture of your

content • Unify your brand voice and tone

• It’s your safety net

• It allows you to yes to more fun stuff

• It’s a point of inspiration

• Sync up social media plans

• Build marketing strategies

• Build stronger business relationships

Cake count: 9

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Thank youTotal cake count: 9

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