How to create an editorial calendar to publish blogs, Facebook pages, tweets, and email newsletters. Includes content strategy as well as what to track, what tools you might use, and how to measure
How to create an editorial calendar to publish blogs, Facebook pages, tweets, and email newsletters. Includes content strategy as well as what to track, what tools you might use, and how to measure results over time.
Recurring features can be used to train readers to come back on specific days of the week each week.
Remember, too, to think about how to package this content into recurring features and possibly paid information products (e.g. reports, statistics, how-to)
The cushion should be 2-5 times your publication frequency. For example, if you publish daily, try to be 3-5 days ahead of schedule. If you publish two stories a week, try to be two weeks ahead at all times. The cushion makes regular repetitive publication both tolerable and possible.
How to Create an Editorial Calendar to Publish Blogs, Facebook Pages, Tweets, and Email Newsletters Tim Slavin [email_address] http://LinkedIn.com/in/TimSlavin (516) 234-0607 This presentation is copyrighted by Owl Hill Media. Fair use with an explicit reference to this presentation is okay.
Know your goals for creating content: acquisition, retention, branding, support? Set baseline measurements so you can measure your results over time. Also do surveys.
Content has to be managed by what is appropriate for each channel. Twitter and Facebook are interactive and require you to use an authentic voice. Your website might be more reserved. Content must reflect these differences.
Use your website as a content repository of record. Link to content from all channels.
Develop a list of what to publish and when for a set time period; include backup content items for each item slated for publication; include break points to determine whether to delay or kill each content item.
Assign each piece of content based on the publication schedule
Write each piece of content
Review first draft of each piece of content
Give go/no go based on first draft edits (adjust publication schedule if/as needed)