When I’m creating an editorial calendar for an ongoing project, I like to start with key dates that will impact the direction of my content. Things like holidays, trade events, special promotions or key dates that are significant to the company. Once that’s fleshed out, I schedule one cornerstone piece of work every 4 to 6 weeks that is then transposed into different channels depending on the client and their audience.
Plotting Key Dates
Once I’ve plotted out my key dates, I look at what content is required to support those milestones. If I’m writing for a B2C client, that might mean incorporating holidays into the context of my work. In B2B, writing about trade events or special promotions are obviously going to get built into the schedule as well.
Creating Pillar Content Strategies
Once date-driven events are plotted out, I look at creating a pillar content piece that sets a theme for a period of time (let’s say 30 days). Once developed, I then slice and dice it for a variety of channels, audiences, and touch points. The key is to create one large and detailed content asset that can then be remodeled rather than continuously developing new pieces from scratch.
For example, let’s say I’m looking at a January through March calendar schedule for a B2C fitness technology company. I might focus on creating an ebook about effective goal-setting in January, a heart-healthy piece for February and an inspirational guide for March. All of these key pieces are ebook format. From there, I can pull segments of the book into the following assets:
- Break ebook content into blog post series.
- Create social media posts to promote the ebook download, but also retooling content and images to use separately.
- Transition content into a slide deck and post on SlideShare (great SEO here, even for B2C).
- Use the slide deck content for a monthly webinar series.
- Post the recorded webinar/screencast to YouTube and Vimeo
- Record the entire ebook to audio, post to iTunes and Sound Cloud.
- Make a 15 minute Periscope meet up to discuss goal-setting tips (or whatever the topic is).
- If appropriate, retool content for a LinkedIn blog post or series.
- Is the topic evergreen? Split the content up into a 5-part drip email mini-series and use it as a lead-generator.
- Pull images and infographics from the ebook and pin them to Pinterest. Have them point back to a lead gathering landing page as an evergreen download.
- Pull segments of the ebook and create guest posts with it (using the full ebook as a lead magnet of course).
Retooling content is not only the most scalable way to create multiple channels and assets for your company, it also builds authority, trust and familiarity. When a brand produces a consistent flow of information, your audience anticipates it (and that’s a very good thing).