Content marketing: Tips for creating the best editorial calendar

Content marketing is a digital marketing strategy that consists of the customer attraction and acquisition through from the creation, publication and dissemination of quality contents and of great interest to users.

In other words, content marketing seeks to attract new customers. naturallywithout the need to chase them with advertising. The aim is that the users themselves consider your content to be relevant and that it can provide them with a added value decide of their own free will to consume it.

This type of marketing also has numerous advantages as it not only helps to attract potential customers, but also, increases visibility of your business, favours SEO positioningimproves the brand image and the online reputationallows you to stand out from your main competitors and will make the users perceive you as a authority and a benchmark in your sector. In the same way, it generates trust among potential customers.

In other articles we have already talked about the importance of working and updating content on your website and social networks of your company. However, it is not enough to just create content for the sake of creating it. focused on the needs and concerns of the users in each of the phases of its consumer journey o costumer journey and thus accompany them throughout their decision-making process. In other words, answer all your questions and help them make the best decision from the moment they identify that they have a need until they purchase a product or service to satisfy that need.

The same applies to the social mediaEach platform has its own idiosyncrasies and posts that work on one social network do not necessarily work on another. In this way that it is necessary to adapt each postto the characteristics of this platform and to the needs and interests of the public interacting with them.

In order to meet these basic requirements for a successful marketing plan, the ideal is to develop a editorial calendar in which to plan and set out all the content to be produced in the coming months, the objective to be pursued and when and where it will be published.

From La Clé, agency specialising in content marketingwe would like to share with you some tips to develop the best editorial calendar.

Tips for designing a good editorial calendar

An editorial calendar is a document in which collect and plan all contents which should be prepared together with the topics to be covered, the platform on which they are to be disseminated, the date of publication and the person in charge, among other aspects.

There is no closed template, but it is possible to customise by adding or removing fields to fully adjust it to the needs and characteristics of each company.

However, there are a number of elements common items that should not be missing in a good editorial calendar:

• ThemeIt is important to have a section in which to include the topic the content is going to be about. You can also write down a short description or help you to develop it further.

• TargetWhen we create content, we always do it with a purpose. It is essential to be clear about our objective from the very beginning, as we will choose the best format to achieve it. For example: loyaltycreate brand image, wake up trust, generate engagementetc.

• Responsibleif several people are working on the creation of content, it is necessary to indicate who is going to develop which content.

• Type of contentThere is an infinite amount of content that can be created, the ideal is to vary it and write it down in our calendar in order to keep a record and follow it up. For example, tips and advice, success stories, testimonials, frequently asked questions, checklists, etc.

• FormatThere are also many different formats that we can work with, from articles to videos passing through images, infographics, guides, presentations, downloadable and many more. Don't forget to analyse which is the best format for your topic, your target and your audience and then write it down in your editorial calendar.

• DateHere it is important to differentiate between delivery date and publication date It is important that the material is prepared a short time in advance so that it can be reviewed and adjustments can be made if necessary to ensure that everything will be ready on the day of publication.

• Channelat this point it will be necessary to specify in which platform o platforms where the content is to be published (blog, Instagram, Facebook, LinkedIn, YouTube, etc.)

From la Clé We hope these tips will be of great use to you. If you want to more information or advice both in the elaboration of the calendar and in the choice of the best tools to create it, do not hesitate to contact us. Our team of specialists will be happy to study your case on an individual and fully personalised basis to provide you with the solution that best suits the situation and needs of your business.