In the digital era, content creation is one of the most important elements of a digital marketing strategy. Setting up and an editorial calendar to coordinate creation and distribution of that content improves your company’s internal communications and makes the brand image more credible to your audience. How exactly does that work?
An editorial calendar to improve external and internal communication
Setting up a calendar is essential for an editorial strategy. With a well-prepared editorial schedule, a marketing manager can more easily manage the editorial team. The team must choose topics carefully well in advance of publication, to ensure consistency in the company’s editorial line, which helps to attract more targeted traffic. Often blog articles are written and edited by more than one person, which makes coordinated internal communication essential. The content itself must comply with the editorial schedule: regular posts signal the company’s commitment, as well as establishing connection with loyal readers. Finally, search engine algorithms measure the frequency and regularity of posts and use that data to naturally reference the website. So a carefully scheduled roster of planned content posts is an effective way to get good positioning on Google!
A collaborative tool for an optimized editorial strategy
Putting the editorial calendar into a collaborative table facilitates the management of the marketing team. Team members can see the tasks that have been assigned to them. Managers and staff can see the progress of deliverables. The marketing manager can decide to give project-specific access to different team members or share the entire calendar with the whole team. For example, one team member can be delegated to oversee publication of all blog articles. With a collaborative table it is easier to monitor the posts of different social media platforms and to make sure you don’t skip any posts.
Here are some of the elements you might have in a shared editorial calendar table:
- Blog post title
- Publication date
- Editor (name and e-mail)
- URL of the post
- Include in the Newsletter
- LinkedIn Push
- Twitter Push
- Facebook Push
- Number of views
The marketing manager can use the “number of views” column to track the number of views per published article. This data can be used to analyze the success of each post and adjust the editorial strategy accordingly.
Maintaining an editorial calendar is a perfect solution for marketing departments wishing to improve their productivity, increase their targeted traffic, and convert more readers. Plan your blog posts and social media content posts using RowShare’s tailored collaborative tables!