What value does an editorial diary have to you?
You’ve heard the term and you know it’s part of a content strategy. What is an editorial diary and how do you get one? Once you’ve got one, how do you use it to maximum effect?
ou might have noticed that today is Saint Georges day. It’ll be hard to have missed it with most companies trying to get your attention with themed advertising. I’ve been busy turning out the content for my customers who had today penned in their editorial calendars as important. Why important? Because their business could leverage the theme of the day to turn out some topical content that grabbed attention.
Without pre-planning, it could be a different story. Get to work at 9:00 and it’s not until the 11:30 tea break that some bright spark suggests creating some content themed around Saint George. It’s all a bit rushed and making something slick enough that it could be released the same day might not be an option. You’re left with a missed content opportunity.
My clients didn’t have this issue. It’s been in their content crosshairs for months thanks to their editorial calendar.
Bear in mind that today’s festivities are bigger than just the UK. Central Europe, Spain (it’s the Catalan equivalent of Saint Valentine’s day with roses and books being swapped by amorous couples), and the middle east all have some notable celebrations.
While your brand may not have any synergy with today’s celebrations, there will be some days throughout the year that will offer unique opportunities to generate content that really catches the eye (which in turn generates leads).
Be it a national or international day of recognition (world book day, or world food day for example) or a festival or show that is taking place, you need to be tailoring content to what’s happening around you.
An editorial calendar is the only sensible way to do this. You can plan the content type, keywords, outreach opportunities and associated social campaigns ahead of time so that you’re not rushing to get things out the door.
An additional benefit to advanced content planning is that you can automatically schedule work so that you streamline the process and make sure the right things are posted at the right time to the right platforms.
As part of my client service process (which are the things I do as standard for my clients, free of charge), I create an editorial diary. We talk about those days of the year that are important to their brand and to their customers and then create content accordingly.
Each year, as part of the annual review, we confirm that the dates from last year is still relevant this year.
That way customers get timely content that resonates with their customers. Sound like a good idea? I’d be delighted to discuss it in more depth if you’d like to get in touch