Creating content is one thing; managing its use is something else altogether. Companies need to think strategically not only in terms of what they write and publish, but also in terms of how and when and where their content is freed for scrutiny by the outside world.
Whether it’s handled internally (or through a third-party, such as a PR agency), company content must be consistent,
and company messaging and positioning must be carefully considered in all communicated content—from press materials to web pages to social media. While content is king, its reign won’t be a long and successful one if it’s distributed without a distinct plan and purpose behind it. That’s why editorial calendars aren’t simply a good idea for publications these days; they’re fast becoming essential elements of all companies focused on leveraging their content.
Publishers plan ahead. The editorial calendars of trade magazines often list opportunities up to (and even beyond) a year’s time. Planning content that far ahead might be a stretch, but it’s certainly wise for content marketing teams to devise a calendar that includes content and material for publication and distribution several months in advance. Not doing so can lead to content that’s aimless, sporadic and serves little purpose. Such content, in fact, diminish rather than support existing marketing campaigns. Editorial calendars help ensure that content reinforces company messaging and positioning, and does so through the most effective mediums available.
An editorial calendar should include publish or distribution dates for company whitepapers, case studies, news releases, blog articles, and other forms of content that one might read in a trade magazine. But is also should include new website information, product descriptions, and social media posts. One may be limited to 140 characters per tweet, but businesses using Twitter should use it strategically, just as they should Facebook, LinkedIn, Instagram,Youtube, or any other form of social media. Many companies use social media (including blog posts) to address time-sensitive news and current events. Even so, an editorial calendar can help implement a social media campaign by guiding content teams on the frequency and general topics that they should address if not the actual specifics.
To help companies get started, a number of software developers provide tools for creating, managing, and implementing editorial calendars. These include:
Oracle Eloqua— http://www.eloqua.com/products/content-marketing.html is a powerful, cloud-based solution that helps companies produce and deliver engaging content across multiple personas and channels throughout the customer lifecycle.
Divvy HQ— http://www.divvyhq.com is a cloud-based, content planning and production workflow tool built to help marketers and content producers get/stay organized and successfully execute demanding, complicated and content-centric marketing initiatives.
Kapost— http://www.kapost.com is the leading provider of Content Marketing software that enables companies to manage their content marketing as a structured business process.
WordPress— http://wordpress.org/plugins/editorial-calendar has an editorial calendar plug-in solution (although limited in contributors) for companies using WordPress blogs.
Plus, for companies that pride themselves in being old-school and a little more do-it-yourself, there’s always the tried-and-true Microsoft Excel (http://office.microsoft.com/en-us/excel/).