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Download this Google Template Editorial Calendar for your blog and other articles. It's easy to use this as a team to plan your content marketing. Use the lookup tables to drive consistency and force your team to check all the “Content Marketing Best Practice” boxes.
How to make your first content calendar
When you download our free content calendar, simply make a copy & save to your google drive. There are many different resources attached here, and you only need to use what will be helpful for you.
Let's cover the different elements of this content calendar for your future use:
Your editorial calendar is more than just a list of content you'll publish -- it's a strategy that frames your offering and educates your audience to nurture them throughout the buyer's journey. It's also important to optimize your content and strategy according to SEO keyword research, campaign(s), and add a call-to-action.
Your content calendar should include the following:
- Title - If you're not sure of the final title, simply change this in the future. This will be good for organizational purposes.
- Meta description - Keep this under 160 characters to avoid truncation on Google SERP.
- Format - This can be a blog, eBook, webinar, infographic, landing page, newsletter, etc.
- Notes - This space is for any comments, resources, or future reminders about your content.
- Topic cluster - Where does this fall under your SEO strategy?
- Status - Planned, Draft, In Review, Approved, Published, etc.
- Writer - Keeping track of who owns what content will help your editorial team in the long-run.
- Editor - If you have more than one editor, you can include them both here.
- Draft URL - Link to the draft document for editors and easy access.
- Target persona - Who is this content intended for? (P1, P2, P3)
- Funnel stage(s) - Where does this content fall into the buyer's journey? This can fall into more than one stage (i.e. awareness and consideration, or decision and consideration).
- Target keyword - What keyword will you target throughout this content? What are you trying to rank for?
- KPI - how will you measure the success of your content?
- CTA - What will your 'next step' here be? (i.e. form fills, button clicks, etc)
- Published URL - When your content is published, include a link to the live webpage.
By filling out the above columns for each piece of content, you can be sure that you have more than just an editorial calendar -- you have a strategy that ties into your overall marketing effort, and has measurable outcomes that will impact your brand.
It's important to have your necessary documents within one, easy-to-find place. If you have SEO keyword research, your ideal customer profiles, a content marketing dashboard, brand style guide and a messaging guide, provide links to these resources so finding them in the future is straight-forward.
Your ICP research should provide deep insight into each persona's pains, fears and dreams. At Kalungi, we begin every go-to-market and ABM campaign by analyzing our personas, their typical roles, their desires and pain points, and everything in between. By doing this, you can understand what the ywant (and what they don't).
Content should always align with at least one persona. Adobe found that 67% of consumers say it's important for brands to adjust their content for a real-time personalized experience, so when you segment your content by persona, you're providing individualized content made just for them.
Different types of content align with different stages in the buyer's journey, and reminding yourself 'why' you're creating the content will make it even more effective. If you're creating content for 'awareness,' the language and information provided will be very different from the 'decision' or 'retention' stage.
To learn more about aligning content with the buyer's journey, read this blog.
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After 15 years of experience in the Software Marketing Industry, Stijn adopted the SaaS model to launch Kalungi, a marketing agency that specializes in assisting B2B SaaS companies.