After you’ve established your buyer personas and mapped your content to the buying cycle for each of these personas, you need a way to figure out when to post all this amazing content. A good way to go about this is to create an editorial calendar.
An editorial calendar helps you keep track of all the fabulous ideas you came up with in your company’s last brainstorming session. You can use a spreadsheet for an at-a-glance view of what kind of content you need to create for which personas and when to publish it. Remember that at the end of the day, you want to create a good mix of content and topics to make sure you’re reaching all your personas.
The above graphic is an example of one type of editorial calendar provided by HubSpot. Let’s take a little walk through those columns, shall we?
1) The first column is a breakdown of the days/dates to write the content and make it live on your blog, as well as who is responsible for writing the post. Try to hold the authors to these due dates, and use the calendar to help stay on top of them.
2) The Topic/Title is just that- what you plan on writing about. Don’t worry about creating the actual, real title here- just make sure it represents the idea of what the post will be about. Once it’s written you can expand this idea into a full, working title.
3) Content/Details – This is the space you can use to jot down some quick thoughts about the content for the post. Make sure it’s connected to the title and can be used as a reference when the author starts writing.
4) Since blogging plays such an important role in your company’s search rank, the Keywords column should be used to integrate keywords or key phrases your company is trying to rank for. These keywords help define your company’s expertise on the topic you’re blogging about.
5) In the Target Persona(s) column, define which of your buyer personas the blog post will appeal to. You shouldn’t be putting out content just to post random information. Each post should be something that your personas will want to read and will help define your expertise on the topic.
6) If possible, every blog post should have an effective Call-To-Action (CTA) and an offer. These offers help pull your buyer personas further through the sales funnel. Also, these offers can be repurposed to use on additional blog posts and might even help you come up with more content centered on the same topic.
When you fill-in all the required information, you should find it easy to stay on task with your blogging (or other content creation) for the month. You’ll already know what content will be coming up for at least a few weeks in advance and can plan your researching and writing time accordingly. Don’t worry too much about filling in every single date, either. You’ll need some open spaces to write about whatever hot topics might come up over the year. Plus, the editorial calendar will be a great reference for you to remember what you’ve already written about so you aren’t posting the same content a few months down the road.
To find out more how to use an editorial calendar: