content marketing: 50 words that will help improve your next 500 blog posts
DESCRIPTION
If your goals for 2014 is to get better, faster and more organized at content planning, then you'll want to review this slideshow. Find out how "editorial budgets" — made up of "budget lines" — can help you quickly refill your editorial calendar. Learn definitions, components and organization tips. This slideshow was part of the Raven Marketing Flight School series and presented live on Thursday, Dec. 19, 2013.TRANSCRIPT
How 50 Words Can Improve Your Next 500 Blog PostsIntroduction
ARIENNE HOLLAND, Communications DirectorWhat I do now: Write, write, write and try to understand developers
What I did before: Newspaper, magazine and online editor-stuff and graphic design
@RavenArienne | [email protected]
Why you’re hereGOAL: Get better, faster and more organizedat content planning
TACTIC: Learn to create editorial budgetswith budget lines
How 50 Words Can Improve Your Next 500 Blog PostsIntroduction
What you’ll learn1. DEFINITIONS
2. FORMATS: File formats and tools to use
3. ORGANIZATION
4. PROBLEMS
How 50 Words Can Improve Your Next 500 Blog PostsIntroduction
1. DEFINITIONS
Editorial CalendarAn editorial calendar is a schedule.
Think of an editorial calendar — your blank schedule of content marketing — like an empty refrigerator that needs to be restockedevery once in a while.
How 50 Words Can Improve Your Next 500 Blog PostsDefinitions
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Editorial BudgetAn editorial budget is a list of content that will help you fill up your editorial calendar. It’s the document you turn to when you need content and want to see at a glance what’s available.
Think of an editorial budget like the grocery store where you go shopping to restock your refrigerator.
How 50 Words Can Improve Your Next 500 Blog PostsDefinitions
PHOTO CREDIT: TheeErin via Compfight cc
Budget LinesBudget lines are the specific content items on your editorial budget. They summarize your content and its supporting pieces for easy reference and planning.
Think of these like the individual items you can buy at the grocery store. Anything is available, but you only want certain items to go on your list.
How 50 Words Can Improve Your Next 500 Blog PostsDefinitions
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2. FORMATS
Editorial CalendarEditorial calendars are extra handy in… calendar form.
Which calendar you use is upto you.
How 50 Words Can Improve Your Next 500 Blog PostsFormats
Editorial CalendarEditorial calendars are extra handy in… calendar form.
Which calendar you use is upto you.
How 50 Words Can Improve Your Next 500 Blog PostsFormats
PHOTO CREDIT: photosteve101 via Compfight cc
Editorial BudgetEditorial budgets can be any text or spreadsheet document.
Store budgets somewhere accessible tothe team.
How 50 Words Can Improve Your Next 500 Blog PostsFormats
Editorial BudgetEditorial budgets can be any text or spreadsheet document.
Store budgets somewhere accessible tothe team.
How 50 Words Can Improve Your Next 500 Blog PostsFormats
Budget LinesWrite your personal budget lines anywhere.
Then copythem to the team budget document.
How 50 Words Can Improve Your Next 500 Blog PostsFormats
Budget LinesYou can useGoogle Forms to save time and automate this process.
Freelancers and writers can fill out the budget line form…
How 50 Words Can Improve Your Next 500 Blog PostsFormats
Budget LinesYou can useGoogle Forms to save time and automate this process.
…and editors can manage the rest behind the scenes.
How 50 Words Can Improve Your Next 500 Blog PostsFormats
3. ORGANIZATION
Editorial BudgetGroup the budget lines into logical sectionson your editorial budget, depending on your needs.
By categories: Quickly find out “We need more type of ______ content.”
By authors: See who has time for an assignment.
By deadlines: See when you are content “rich” and content “poor.”
How 50 Words Can Improve Your Next 500 Blog PostsOrganization
4. PROBLEMS
This crap is gonna happen.• Budget lines are incomplete. How will you enforce the required components?
• Budget lines are submitted early but never updated to reflect reality. Who updates?
• Budget lines aren’t flexible enough. How will you handle multimedia planning? Graphics? Spinoff of same content into multiple formats?
How 50 Words Can Improve Your Next 500 Blog PostsProblems
This crap is gonna happen.• Editorial budget gets too big. Should you consider multiple editorial budgets?
• Editorial budget gets stale. When will you clean out the refrigerator?
How 50 Words Can Improve Your Next 500 Blog PostsProblems
You’ll still need to talk.Text documents should never substitute100% for face-to-face or voice-to-voice conversations.
The better written your budget lines…The more organized your editorial budget…The more complete your editorial calendar…
…the better all your content planning will be.
How 50 Words Can Improve Your Next 500 Blog PostsProblems
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