One of the great fallacies of content marketing is that people think that content, by itself, is what drives marketing. The truth, it turns out, is a little more complicated.
A successful content marketing strategy requires careful planning
In reality, materials like blogs, videos and podcasts are just small parts of an overall content marketing strategy. And it's that last word - strategy - that's the key here. Without an overarching strategy behind your marketing, content can only go so far. You need to know how to push the right buttons to get the most out of that content. In other words, all of the other parts of your campaign - your social media marketing, your email marketing, your direct mail marketing - all need to be geared around your content. This requires a great deal of careful planning; if any of the spokes on your wheel aren't working properly, the entire wheel fails.
Meet your best friend the editorial calendar
As you plan out your content, your best friend is an editorial calendar. An editorial calendar is exactly what it sounds like - a date-based way to organize your content and the marketing that supports your work. What's great about editorial calendars is that they can be made to fit any marketing situation. They can be as simple or as complicated as you need them to be.
It doesn't take much to get started with your editorial calendar. All you need are some pieces of content and your intentions for that content. When will it be published? Where will you market it? Who are you marketing it to? What keywords are featured in your content? Any information that can help you to make your marketing stand out is a welcome addition to your editorial calendar.
It's easier than you think
Perhaps the best part of creating an editorial calendar is how easy it is. You can download a template from a site like Hubspot, or you can create your own using Outlook or Google Calendar. You can even make a simple editorial calendar in an Excel spreadsheet as you get started. What's important is that you dedicate yourself to creating - and sticking to - a multi-faceted content marketing strategy that helps you to build credibility and trust with your target audience.Samson Duborg-Rankin