This document discusses content marketing and editorial calendars. It defines content marketing as creating valuable content to attract and engage an audience. An editorial calendar helps plan, coordinate, distribute and track upcoming content. It lists the types of content to include, such as videos, blogs, publications, infographics, social media posts, reports and slide decks. The benefits of an editorial calendar are visibility, accountability, organization and optimizing content efforts. Fuulido offers templates and services to help companies develop and manage their editorial calendars.

1. CONTENT MARKETING
Editorial Calendars
for B2B Marketing

2. WHAT IS CONTENT MARKETING, AND WHY DO
YOU NEED IT?
Content marketing is the process of creating valuable, relevant content to attract,
acquire, and engage your audience. It is anything your organisation creates and shares to
tell its story.
Content takes many forms, but it only qualifies as content marketing if it aims to drive
profitable customer action.
Fuulido helps you to identify the audience and the communication platforms and then
sets up a detailed Editorial Calendar to help develop the content, decide on the timing
and the platforms, and create measurements for each story.

3. CONTENT TYPES
A critical part of planning is defining the
type of content that serves your objectives
best. Content marketing comes in many
forms. Here’s a basic overview of the types
of content to consider for the
B2B process:
VIDEO & AUDIO
This includes videos and podcasts that are not
necessarily produced by external sources such
as broadcasters for television and radio.
The content is planned, storyboarded and
scripted with the intention of creating a
series of useful videos or podcasts. Corporate
Podcasts are inexpensive and very popular.

4. CONTENT TYPES
WEB & MICROSITE BLOG POSTS
A company blog is a great place to share
educational thought leadership, industry
insight, upcoming events / announcements,
and great new content. Maintaining a
blog is different than other types of
content marketing – with an emphasis on
maintaining.
A blog needs to be updated at least 4-5 times
per week, but you can leverage your
community of marketers, partners,
customers, and industry thought leaders
to help continually create new content.
An excellent Editorial Plan and Calendar
is required to maintain the blog posts for
the main website and microsites, and
repurposing for social media.

5. CONTENT TYPES
E-PUBLICATIONS
E-Publications are one of the most common
forms of content marketing, especially in the
B2B world.
These digital books, magazines and newsletters
vary widely in length, level of design, and subject
matter, but typically follow a narrative from start
to finish, have some element of design, and contain
educational, informational material.
The more valuable and relevant your ePublication is,
the better success you’ll have enticing your
audience to share and download it.
An Editorial Plan is useful for planning the strategies,
stories and calls-to-action for each publication.
Excerpts of the publications can be utilised to add
to blog posts and to other content types such as
infographics and white papers.

6. CONTENT TYPES
INFOGRAPHICS
These graphics present complex
information using a combination of
images and text to simplify core
concepts.
Infographics attract backlinks and add
visual interest to dense material.
A firm can use infographics to attract client
attention and simplify complicated
information, like warnings, legal acts and
instructions.
Because of they are a longer form visual,
you can use infographics to present
facts and data that are too complex
for a single graph or chart. Media outlets and
publishers love infographics.

7. CONTENT TYPES
SOCIAL MEDIA POSTS
Social Media posts require a specific type of media planning
as each social media platform will carry a different audience
and best-practice narrative.
Social Media posts should be planned into the editorial
calendar with all posts leading to a call-to-action
or another content type that contains the call-to-action.
PLATFORM BEST POST TYPE
Twitter News Article / Audio Visual Link
Facebook Event Information / Registration
LinkedIn White Paper, Report, News
Pinterest Infographics, Events Gallery
Issuu Books, Magazines, Newsletters
Blogger Audio Visual / News / Events

8. CONTENT TYPES
WHITE PAPERS, REPORTS & CASE STUDIES
Whitepapers and reports are informational, educational, and are typically
only minimally designed. To enhance credibility, the reports can be
combined into a quarterly compendium headlined by the Partners
involved and either provided in traditional print format, or online.
Often the most compelling story comes from current customers.
The best way to use a case study is to talk about the light, not the candle
that produces it, meaning the story that you share is about the value,
outcome and results versus the tool, product or service.
As part of an Editorial Plan, the firm can run a customer reference
program that helps uncover good stories, and highlight them across
various channels.

9. CONTENT TYPES
SLIDE DECKS
Slide decks are often created in PowerPoint and
Keynote, and are intended to be viewed sequentially
in a speech or presentation. Slide decks tend to be
highly designed and visual, rather than text heavy,
for easy consumption.
Like infographics, slide decks are best for breaking
down complex information into a digestible form,
and can be posted to sites like SlideShare to expand
viewership.
It is useful, when planning a presentation for a speech
at an event, to ensure that attendees know where
they can download a copy of the presentation,
with planned links and calls-to-action.

10. EDITORIAL CALENDARS
WHAT IS AN EDITORIAL CALENDAR
An editorial calendar is not only where you keep track of, coordinate, and share your upcoming content, it
is a strategic tool that helps your team execute integrated programs that include your content. Keeping an
editorial calendar ensures that you’re releasing your content at the best possible moment, and that your
whole team is aligned around the release dates.
The principal benefits of creating the calendar are:
• Visibility and alignment
• Acountability
• Organisation

11. EDITORIAL CALENDARS
CALENDAR ELEMENTS
• Date for publication or re-use
• Description of Content Asset:
Title, Topic, Question answered for prospect
• Purpose:
Call to Action - What do you want the client to do? (Opt in, register for a webinar,
read related content, watch a related video, download a white paper, reply to the email, etc.)
Cliffhanger - In what way have you created anticipation for future engagement?
• Client CRM Stage:
Status Quo, Priority, Research, Options, Step Back, Validation, Choice
• Content Format:
White paper, blog post, article, video, podcast, webinar,
infographic etc.

12. EDITORIAL CALENDARS
CALENDAR ELEMENTS
• Distribution:
Website, Twitter, LinkedIn, Facebook, microsite, email send,
syndication, etc. This will also include notes about linkages to other content on the calendar
• Accompaniments:
Includes messaging for related emails in the case of email sends, associated
Tweets, landing page content for white papers, webinar invitation text and
registration page content, etc.
• State of Content:
Complete, Under Development,
Due dates, In Review, etc.
• Ownership:
Who’s responsible for developing
and delivering it.

13. EDITORIAL CALENDARS
CALENDAR ADVANTAGES
Optimising all the content
development efforts based on
the ability to consolidate and
schedule resources more efficiently.
Plan the distribution and engagement
opportunities to maximise the
ROI achievable from the content.
Create a big-picture view of the
entire process so that one can discern
a consistent company message
across all channels, audiences, etc.
Shift the mindset from short-term
campaigns to ongoing publishing.

14. EDITORIAL CALENDARS
HOW DOES FUULIDO GET INVOLVED?
Fuulido is set up as a Boutique Publishing Agency. This means that we are able to Plan, Design,
Produce and Publish any content type on almost any content platform. And we know how to
tell a good story! So how can we help you with your Content Marketing and your
Editorial Calendar?
We can get involved as much as your
own set-up allows. That means that we
can either run your whole Content
Marketing programme for you, or
simply set up the various templates
and help you with your planning.
Either way, we’ll help you
make a useful noise!

15. EDITORIAL CALENDARS
PLANS AVAILABLE
MASTER CALENDAR TEMPLATE
• Set-up and provision of one draft quarterly master calendar after discussions with partners and staff.
• Set-up and supply of templates for each content type (in acceptable file / editing format).
• Training course for planning and managing an editorial calendar.
SINGLE DISTRIBUTION CHANNEL CALENDAR TEMPLATE
• Set-up and provision of a single distribution channel calendar (i.e. Newsletter).
• Set-up and supply of template for the content type (i.e. InDesign File and Issuu Log-in).
• Training course for the planning and management of the editorial calendar.
SERVICES THAT ARE QUOTED ON REQUEST:
• Full Service Content Marketing & Editorial Management
• Design, Content Production and Publishing of Newsletters, Books and Compilations
• Content Marketing Retainer Services
• Full Year Editorial Calendar Design and Content Production
Fuulido is a provisional member of CMI. Presentation Acknowledgements myPublicist, Investec Property, CMI.