Lots of marketers have given in to the need to produce lots of content. This need has become so prevalent that many have actually begun to adopt a publishing mindset.
With this mindset comes the need to schedule, plan and strategize about relevant content needs, formats and purposes. Otherwise you end up with content chaos and, inevitably, so do your customers and prospects.
We use a Google Calendar system in our office and have a brief editorial meeting each week with the entire staff to make sure we are both meeting our editorial obligations and producing the right kind of content.
Recently, we added email to the editorial calendar and this seemingly simple integration has made a significant impact in our content focus.
We now have a better picture of what we are putting out in all channels and have a better view of who is receiving what, why and when.
This better picture of content is a great tool whether you are the only one producing content or need to collaborate with a team and outside producers.
By using an editorial calendar approach to email we:
- Keep much better track of who is getting what
- Segment our lists with more precision
- Plug gaps in important core topics
- Uncover new ways to use existing content
- Better monitor how much email we are sending
- Create more opportunities to use content to build our list
Getting a handle on your total content platform is an essential aspect of your total online presence and employing simple tools such as a Google content calendar shared to the staff or more fully featured tools such as DivvyHQ or Gather Content and including every content opportunity, including your email outreach, will give your content plan the focus it needs to generate the greatest return on time invested.
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