Central to achieving quality content is a centralized creation and publishing workflowIn an increasingly deadline-driven world, strategists and marketers are realizing that a centralized planning and publishing hub is key to any successful planning process. Why? Having a calendar-centric marketing plan allows you to plan your content efforts in a collaborative format, manage approval workflows for your content creation team, highlight what content types are being created, and in what distribution channels they’re being shared.
Here’s a few other key benefits to having a centralized editorial calendar
- Central ideation. By providing one place to generate content ideas you no longer run the risk of losing great ideas to jotted down notes from spur-of-the-moment conversations.
- Approval workflows. No longer guess who needs to edit your content, provide the design resource, or do the legal check. An online editorial calendar can be customized to your workflows, by content type, to help you focus less on busy work and more on creating.
- Consistency. Content marketing is about showing up and keeping your brand top-of-mind. Editorial calendars help with consistent publishing schedules to ensure you’re not falling off your prospects’ radar. It’s also easier to identify gaps in publishing in a calendar-centric format compared to a list.
- Visualize your marketing strategy in a way that is shareable. Scrambling through lists of items that you’re working on can take 10x longer since your brain has to try create a visual scene of what those list items amount to as a whole. Visualizing your content in a calendar format, color coded adds visual recognition, condenses the information you’re looking at in a formate that allows for understanding in 1/10th of the time.
- Content deadline management. It’s easy to lose track of who’s working on what with never-ending list views of what content is being created, where it’s being distributed, and what’s overdue. The editorial calendar can help with ensuring deadlines are met, no one is overlapping their efforts on the same project, and if there’s a roadblock in production.
Your brain processes visuals 60,000x faster than text—spend more time creating, less time lost in detailsNeed to send an update to senior management, or provide a progress report on your content performance? Scrambling through spreadsheets or lists of items that you’re working on can take 10x longer since your brain has to try create a visual scene of what those list items amount to as a whole. Visualizing your content in a calendar format, color coded adds visual recognition, condenses the information you’re looking at in a formate that allows for understanding in 1/10th of the time. This type of calendar view is also a great tool for sharing with the broader organization and keeping them in the loop on what’s coming from the marketing team, without having to go into granular details of your strategy or workflow. An editorial calendar helps you not just plan your content marketing efforts visually, but also provides visual content performance reporting.
Content type reportingAn editorial calendar instantly provides transparency into whether you’re creating too much of one content item leaving gaps and missed opportunities to engage your audience in creative ways.
Content performance metricsInstantly see which of your channels have content being distributed, which sends back performance metrics on how engaged your audience is with your content based on content type. Need to know how well your blog posts are performing in reaching your marketing conversion goal? An editorial calendar provides visibility into how much effort you’re putting into blogging as well as further metrics into that particular content type compared to other content types you’re creating around it.
Rather than using a series of disparate, unconnected tools like Excel spreadsheets or Google Docs to manage your content team, you can do it all within a single calendarCompanies with multiple websites, blogs, or various marketing teams that need to be managed separately can view each of their calendars individually or in aggregate. Organizations who are struggling to keep on top of all of the content they are creating for their various clients can also benefit by managing multiple organizations within a single system can leverage sub-calendars and the global view. This provides visibility into content efforts to ensure duplication doesn’t occur, but also helps teams focus first on what matters most to them without getting overwhelmed. Rather than having to create complex charts and graphs, leverage the power of filters and search to find the items you’re looking for. No longer should marketers be referenced as “the finders of stuff.” If you wish to see all of the blog posts, or just the webpages or Tweets that are scheduled, you just need to select those from the drop-down menu rather than hunt down the latest version of your spreadsheet. Likewise you will typically group all of your content by theme, such as pertaining to a certain product or targeted at a specific industry. You can also filter the calendar according to your Buyer Personas, by individual authors or the Buyer Cycle Stage the content relates to. If your current marketing goal is to increase web traffic and boost awareness with your target audience, easily drill down into what content efforts are directly influencing your progress towards that goal.
Marketing is meant to be collaborative—Editorial calendars streamline workflow managementOne of the biggest challenges that marketers are facing is managing the workflow between the multiple team members. Strategists and managers need to know when their writers have finished a piece and it is ready for editing and review. Likewise when designers and social media experts are required to collaborate on the production and promotion of a piece of content, everyone needs to be informed when it’s their turn to step up to the plate. Mintent’s Editorial Calendar helps to solve all of these problems with workflow notifications that allow multiple authors, followers and global followers to be assigned to content items, so everybody that needs to know is kept in the loop on developments.