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

Editorial Calendars: the backbone of your content

machine

writers editors

photographers videographers

marketers social media experts

PR wizards

Cake count: 1

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Editorial Calendardun dun dun

© Joe Windsor-Williams/Lonely Planet

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

© Boris Baldinger/500px

Organisationwhat when

Organisationkey dates

ebook launch

Inspiration

Communicationcontent

social media marketing

• unified brand strategy • unified voice

Structuring your content in a purposeful way

© Blake Burton/Lonely Planet

How to build an editorial calendar

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Cake count: 2

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Cake count: 3

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Step 1: choose your tool

© Joe Windsor-Williams/Lonely Planet© 500px

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

Keep updating this info!


Cake count: 5

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Step 3: sync your content


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


Cake count: 6

© Deborah Slater/Getty Images

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…’

How to use editorial calendars to maximise your brand and content

strategy


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


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


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


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


Make it work for you• Build stronger business relationships

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


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

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

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