The advantages of an editorial calendar
Adopting an editorial calendar has many advantages. Discover in this article how adopting an editorial schedule will help you adopt a better organization.
1 – Ensure a regular publication frequency
First, an editorial calendar allows you to set a certain editorial structure. This structure will ensure a regular rhythm in the frequency of publication of the blog.
Indeed, many bloggers make the mistake of publishing a lot of articles in a limited amount of time, and then not publishing anything for several months. An irregular publication schedule will have negative consequences on the performance of the blog. Audience and subscribers will be disappointed that they will not be able to view new articles regularly, and fewer repeat visitors will be on the blog.
In addition, the lack of consistency in the publication of articles has a negative impact on the SEO performance of the blog. In fact, search engines favor the referencing of sites that publish new content regularly. It is therefore recommended to publish several articles per week to promote the SEO of the blog.
2 – Avoid the blank page
White page syndrome has a direct impact on the frequency of publication, but it can be avoided! Bloggers or publishers often get many article ideas per wave. Then at other times, inspiration becomes scarce. A publication calendar therefore allows these ideas to be brought together in the same place in order to create a list of potential articles.
Thus, the calendar will bring together all the ideas on which you wanted to write. Add them to the calendar as you go along and set a deadline for publication. This date will serve as a reminder and will not postpone writing and publication until the next day. You can also assign some of these ideas to your collaborators or editors.
Also, in your idea generation process, analyze the needs of your audience for inspiration. Consult the questions of your target audience on social networks or the FAQs on a targeted topic. Also do an SEO research before you start writing an article. This preliminary research will allow you to better meet the needs of your audience.
In addition, if you are a business marketer, be sure to consult the sales teams to understand what are the challenges of your audience. After identifying these challenges, answer them in your future articles.
3 – Bounce on the news
An editorial calendar also allows you to align the publication of your articles with current events. This will allow you to create articles relevant to your audience at any time of the year.
If your blog specializes in travel, add the dates of school holidays or three-day weekends to your editorial calendar. You can easily identify the key dates to come and write articles accordingly. Another example: if you work for an e-commerce company, the Christmas period is certainly to be added to your calendar so as not to forget to create specific content related to this theme.
4 – Classify content ideas
An editorial calendar also makes it possible to organize and classify the various articles according to content themes.
By classifying the articles by thematic, you will be able to have a clear outline of the subjects less discussed on your blog. This classification will identify the content gap, that is, relevant but not covered topics on your blog.
Thanks to the editorial calendar, you will be able to correct the situation and ensure better editorial consistency.
5 – Identify the premium content to create
Finally, an editorial calendar can be particularly useful if your team wishes to implement an inbound marketing strategy.
Inbound marketing is based on the creation of content and the implementation of techniques that generate leads. These leads are generated through the company blog and premium content offers (e-books, models, reports, for example). Find out in this article how to use white papers in an inbound marketing strategy.
An editorial calendar will align the publication of blog articles with the production of premium content offers. By adding call-to-action on your blog to the landing pages on which it will be possible to download these premium offers via a form, your business will be able to generate leads effectively.
Examples of editorial planning
There are several tools to create your editorial schedule and just find the one that suits you. It is recommended that you adopt a tool that can be easily understood and adopted by all editors.
Excel or Google Sheet
To create your editorial calendar, there is no need to adopt complicated and paid tools. You can absolutely adopt free and simple tools such as Excel or Google Sheet.
Add columns according to the elements you want to follow (publication date, authors, themes) and do not hesitate to add different tabs to simplify the document.
If your blog is collaborative, choose Google Sheet because this online tool will allow you to share the document with the various editors while keeping an updated view. If necessary, it is possible to restrict the editing of certain columns to the people with whom the document has been shared.
Although Google Sheet is a very simple tool, it is often the best support for creating a publication calendar that will be used and updated over time.
Trello is also a great tool for tracking progress in publishing.
By following the Scrum method, you can create cards that can be moved to different lists according to their progress until the last stage of publication. Trello is an intuitive and free tool that allows you to get a very good overview of the progress in the publication calendar.
It is advisable to add the “Calendar” add-on so that you can also obtain a calendar view.
The advantage of Trello? By adding comments, Trello makes it easy to chat with different collaborators. On the other hand, it will be difficult to keep a clear overview of your articles published over time.
Outlook calendar or Google Calendar
Finally, you can also use a shared calendar such as Outlook or Google Calendar.
You can transform this calendar into a publication calendar by adding an event to the target publication date. Also add reminders several days before to make sure you don’t fall behind in writing.
Disadvantage ? Like Trello, using an online calendar is great for tracking the publication, but it won’t give enough insight into all of the articles published. If you want to have an overview of all the published articles, it is better to use Google Sheet.
Now that you have the essential resources to create your editorial calendar, you can start your blog now and start writing content on a regular basis.