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Why every company needs an editorial calendar

by | Feb 23, 2012 | Advice & Tips

Earlier in my career when I was editing a trade magazine, editorial calendars had two primary purposes. Our staff relied on them to plan our content for the entire year. And advertisers used our editorial calendar to determine when (or if) they would advertise in our publication. Because our editorial calendars also helped us make money, we spent a lot of time determining exactly what topics we wanted to cover in each issue.

Today, having an editorial calendar can help just about every type of business make money. Here’s why. The majority of us now prefer to get our information online. You want more people to visit your website because it’s an important part of your sales process. Websites that get updated frequently tend to rank higher in the search engines. To update your content frequently, you need something timely and of value to say, and you need to plan when you’re going to say it.

You also want your website visitors/fans to get so much out of what you’re saying that they will check back often. They won’t automatically skip over (or worse, hide) your Facebook posts. And they’ll want to share your information with their friends. Woo hoo! That draws even more people to your website.

The worst thing you can do is try to sell them something with each post. (There’s nothing more effective at sending people running the other direction than a blatantly promotional message.) That’s where I come in. I build an interesting editorial calendar that will keep people wanting more.

I’ve recently helped three clients develop editorial calendars: a food ingredient manufacturer, an association and a technology firm. I can usually come up an editorial calendar that gives clients good reasons to blog, post and/or tweet at least once every business day.

Of course, if you are too busy to write all that content, we can help you with that too.

Written by Robin Miller

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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