Content MarketingMarketing Planning

4 Tips for planning content for your blog editorial calendar

Without a plan, your blog editorial calendar will lack entries. Your content will lack likes and shares. And your content marketing will fail.

We’ve all been there. The heartbreaking moment when you review who’s liked your post. The heart sinking feeling as you look at your reach, shares and likes. Oh no. What will you tell your boss?

Content marketing sounds obvious and simple, but planning content for an editorial calendar, and achieving success is much more difficult than you might think. And of course, the pressure is on, as your boss is expecting increased traffic and sales, from every post – to justify the time and investment in content.

A great deal of time and thought needs to be put into an editorial calendar in order to ensure that you are creating relevant, engaging articles for your audience. Not to mention, you also need someone to write the content, and every article needs to be optimised for on-page SEO. Plus, it needs to cater for all points in the marketing lifecycle. Taking all of this into consideration, you may find that after a month or two your activity dwindles and you’re at a loss – or worse yet, your boss pulls the plug.

Here are some tips and tricks to keep your editorial calendar filled with fresh and relevant content that your audience will value.

1. Know Your Customer’s Buying Process

Inspiration does come from insight. Once you understand your buyer personas and their buying process, you are in a better position to deliver engaging content for different points along your sales funnel.

2. Survey Your Visitors

Sometimes the simplest, most obvious ideas are the most effective ones.  In an ever-changing market, it is important that you continually re-assess whether or not you are providing value to your customers. Gathering customer insight is key.  I recently launched a survey, asking my blog subscribers what they think of our content. I also asked what they wanted more of. Just ask.

3. Draw Inspiration from Influencers

Take time to discover what is trending, what content is popular and shared the most. By reading content from influencers, I find it helps to benchmark the standard of what I produce. Conveying knowledge is central to my content, so I review the biggest influences and aim to produce content as strong as theirs. Seth Godin is my favourite. His writing is powerful, thought provoking and inspiring. Here are my other top 5 blogs. Trust me. Subscribe and learn form some of the best including:

4. Have a Keyword Strategy

Know your keywords and how to use them. This will help to ensure that the content you are investing is in working hard to attract relevant traffic. A keyword is a word or phrase that someone types into a search engine, or on social media sites to find content that is relevant to what they are searching for. We could talk quite a lot about the subject, but start with the basics. Know what your target audience is searching for and use those keywords in your content, both short-tail and long-tail, to attract them to your website.

Thank you for reading our tips for keeping your blog content fresh. We hope that these simple methods will help you get over that difficult step of planning out a long-term editorial calendar. What tips and tricks do you utilise when planning editorial calendar topics? Leave your recommendations in the comments section below.

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