As of 2015, 89% of content marketers are focused on creating more engaging, higher quality content currently or within the next 12 months. And while intentions seem promising, prospects don't look too good. Two-thirds of content marketers admit that they either don’t have a strategy or that their plans live in a separate, stand-alone document (a.k.a. an Editorial Calendar). It’s a content crisis! That was the genesis of Jack Morton’s March 15, 2015 SXSW Interactive Workshop: “Why Editorial Calendars Make Your Content SUCK.”
In this presentation, a distinction is drawn between use of Editorial Calendars for content organization (which is a great use of the tool) versus content creation (which can lead to content that is not-so-great). Three alternative means of content creation and ideation are suggested: 1) consumer-inspired; 2) data-driven; and 3) conversation-led. Examples of content that fell short and content that soared are also provided in order to move marketers beyond thinking inside editorial boxes so that they can do something extraordinary.