tbex europe 2016, editorial calendars, the backbone of your content machine, louise bastock
TRANSCRIPT
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Editorial Calendars: the backbone of your content
machine
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writers editors
photographers videographers
marketers social media experts
PR wizards
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Cake count: 1
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Editorial Calendardun dun dun
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What we are going to cover
• what is an editorial calendar • why do we use them • how to build an editorial calendar • how you can use an editorial calendar to maximise your content strategies
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What is an editorial calendar?
• forward planning tool • backbone on which you can build and shape content • what (key dates) & how (how to transform to content)
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Why do we use editorial calendars?
• organisation • inspiration • communication
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Organisationwhat when
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Organisationkey dates
ebook launch
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Inspiration
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Communicationcontent
social media marketing
• unified brand strategy • unified voice
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Structuring your content in a purposeful way
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How to build an editorial calendar
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Cake count: 2
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Cake count: 3
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Step 1: choose your tool
© Joe Windsor-Williams/Lonely Planet© 500px
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Calendars/Google Calendars
• ready-made layout • colour coordinate events • repeat events • easy to share
PROS
• need gmail for added functionality
• limited design
CONS
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Spreadsheets
• flexible design • colour coding • multiple tabs • Google sheets – easy to
share
PROS
• it’s a spreadsheet
• less intuitive to manipulate
• requires designing
CONS
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Other tools…
• Trello • CoSchedule • WordPress Editorial Calendar
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Step 2: lock down the definites
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Cake count: 4
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Lock down the definites• holiday plans • networking events • public holidays • important events/anniversaries • campaigns/ebook launches
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Lock down the definites
Personal holiday/vacation
important dates
networking/PR events
ebook launch
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Lock down the definites
Personal holiday/vacation
important dates
networking/PR events
ebook launch
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Keep updating this info!
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Cake count: 5
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Step 3: sync your content
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Match content with relevant dates
International Beer Day
Beer gardens post
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Match content with relevant dates
International Beer Day Beer gardens post
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Review your formatsmonthly round-ups
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Three tiers• important dates • current content • recurring formats
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Cake count: 6
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Brainstorm ideas
content idea?
content idea?
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Brainstorming ideas• ‘Top eats at the Edinburgh Fringe Festival’ • ‘Five offbeat festivals in Edinburgh happening during the Fringe’ • Photo post of the festival • ‘A year in Edinburgh’s Festivals’ • ‘Top shows to see at the Edinburgh Fringe so far…’
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Cake count: 7
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What we’ve covered so far…• What are editorial calendars • Why we use them • How to build your own
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How to use editorial calendars to maximise your brand and content
strategy
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Make it work for you• Strategic thinking makes you look pro • Increase traffic and improve SEO
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Make it work for you• Make room for spontaneous ideas • See the bigger picture of your content • Unify your brand voice and tone
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Make it work for you• It’s your safety net • It allows you to yes to more fun stuff
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Make it work for you• It’s a point of inspiration
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Cake count: 8
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Make it work for you• sync up social media plans • build marketing strategies
© 500px
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Make it work for you• Build stronger business relationships
• stronger negotiator • flexible partner • passion vs solid pitches • more comprehensive communication
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Maximise your brand and content strategy
• Strategic thinking makes you look pro • Increase traffic and improve SEO • Make room for spontaneous ideas • See the bigger picture of your
content • Unify your brand voice and tone
• It’s your safety net
• It allows you to yes to more fun stuff
• It’s a point of inspiration
• Sync up social media plans
• Build marketing strategies
• Build stronger business relationships
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Cake count: 9
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Thank youTotal cake count: 9
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