Why an Editorial Calendar for Your Business Blog is Essential
It’s not always necessary to create an editorial calendar for a blog, especially if it is a personal blog. That said, right now it sounds like a good idea for my personal, food-related blog, because it might keep me focused on posting content that my readers want and will share with others.
But for a business blog, it’s essential, especially if you’re working with a client or a marketing department within an organization or company. I’m a big fan of planning, and planning definitely comes into its own with an editorial calendar.
But before you start thinking that this is going to be a lot of work—STOP. The calendar is mainly to prevent the blog posts from becoming sporadic and to keep momentum. It keeps everyone involved (even if that’s just you) accountable with a list of action items that are hard to misinterpret. Yes, the content will still have to be written and posted, but with an editorial calendar, you’re not sitting there 30 minutes before the deadline frantically trying to come up with a good subject.
And, as this article from USAToday suggests, it seems that a lot of businesses have found this out the hard way, and stopped their blogging campaigns. I am convinced that this happened in many instances because of a few reasons:
- They jumped on a social-media bandwagon
- They didn’t evaluate how it could help their company
- They didn’t understand the amount of work it is
- They didn’t see a definitive ROI
In short, they didn’t apply a marketing strategy to social media, as they would have with any other campaign for marketing their company, service or product. And when they didn’t see money start to roll in from their efforts, they pulled the plug.
So why use an editorial calendar? To make sure you’re organized and consistent. It’s not optional. Come back next week to read my instructions on how to create an editorial calendar, and you’ll be off and running in no time. If you can’t wait, click here to send me an email and I’ll send you my editorial calendar template.
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