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The Marketing Edge – Organizing your content marketing with an editorial calendar

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When it comes to marketing strategy, there are multiple ways to present your business to the public. One of those ways is through content marketing.

What is content marketing? It’s a strategy that uses consistent and valuable content creation to connect with potential consumers. Some examples of content marketing include white papers, case studies, blog posts, infographics, checklists, and more.

Content marketing helps create a knowledge base for your company. If you’re distributing information that is of value to others, your brand gains trust and reliability.

If that doesn’t convince you that content marketing is worth investing in, some statistics might. According to the Content Marketing Institute, 80 percent of business to business marketers have a content marketing strategy, and over half of B2B marketers plan to increase their spending on content marketing in the next year. There’s also buyer perception, which is important to consider. According to the 2016 Content Preferences Survey done by the DemandGen Report, 51 percent of B2B buyers rely on content to research and make B2B purchasing decisions, and 47 percent of consumers read three to five pieces of content before they contact a salesperson.

It’s easy to see why content marketing is so important, so taking steps to ensure that you’re staying on track with your own content creation is important. Sometimes it can seem like a chore – after all, you must continuously create content to make sure you’re staying engaged with consumers.

An editorial calendar is a simple and effective tool that helps you stay organized and follow through with your plan. At Pulse, we use a spreadsheet to create our editorial calendars. Our editorial calendar for blogs has a few of the following elements:

  •         Who: We specify who exactly will be creating the content.
  •         What: We put down the working title of the blog, along with what we’ll use for a call-to-action, and some links to both our site and others that will help us build the post.
  •         When: We always specify when we’ll post the blog, and we do our best to stick to the date we write down.

These are only a few of the aspects of our editorial calendar, and you can make one that best suits your content marketing strategy. You can create an editorial calendar for infographics, videos, and more – it doesn’t matter what you put in that calendar, it just matters that you have a plan and you stick to it.


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