Mark Ware
LinkedIn:https://www.linkedin.com/in/markstephenware2
Latest posts by Mark Ware (see all)
- 3 Reasons Campaigns Fail - July 11, 2015
- 5 Ways to Maximize Your Editorial Calendar - July 5, 2015
- Surviving CMO Leadership Change - July 4, 2015
Over the years, there has been little as effective for growing revenue, building brand and streamlining marketing work processes as an editorial calendar. This simple tool can significantly reduce your portion of WIPS (Work Induced Personal Stress). Read on.
A Single Purpose: The editorial calendar is merely a blueprint for those marketing and related activities you need to complete, ideally on time, under budget, with high quality and strong ROI for your boss.
Tips to Maximize: There’s no secret to getting the most out of an editorial calendar, but it takes some time and effort to pull it off. Below are the insights I’d pass along to anyone thinking about launching their own editorial calendar or looking for ways to get better results (ROI/Sales/Leads) from their editorial calendar.
1.Know Your Organization’s Top Objectives and Priorities. By tapping into the major mega goals of your company, and ensuring your marketing related activities are aligned to achieving the same, you are way ahead of both the performance curve and political curve — both of which will be used to view your results.
2. One Size Must Fit All. It’s vital that all your marketing related activities be identified, aligned with your organization’s goals and be cited on the editorial calendar. This would include time for content such as:
- Researching
- Drafting
- Proofing / Correcting
- Laying out
- Approving / Reviewing
- Publishing
And should include all your GTM activities and channels:
- Webinars
- Strategic Events
- White Papers
- Articles
- Interviews
- Panel Gigs
- Keynote Gigs
- Strategic Alliance joint activities
All social media push (not necessarily citing the specific content, but noting it will be utilized and when), including new channels such as Periscope
3. Measure it All. Sounds obvious right? But few do it. Even fewer intentionally incorporate measuring into the planning of the editorial calendar. By putting anticipated metrics on each marketing related activity, and actually following up during and after the activity, one will have a huge insight into what is working well, that which is not working so well and the all important rationale for each.
4. Work the Matrix. Many firms are migrating to a matrix style organizational structure — with horizontal practice/product/service areas and vertical or industry counterparts reflecting value across all horizontals. Ensuring the matrix is smartly reflected into the editorial calendar’s planning will absolutely boost improved marketing execution and ROI. Reach out to leaders in the matrix and ensure they are aware of your plans for their horizontal/vertical areas’ involvement; they will want to support you.
5. Strategies Flex to Accommodate Effective Tactics. Which is just a cute way of saying even after you’ve populated your editorial calendar and know what you’ll be creating, publishing, measuring and tracking and for whom, “things will happen” and change will occur. You may have to adjust course due to an urgent new product launch, or prioritize your webinar’s content due to SME availability. Stay flexible and all is well. Even when things go into the weeds, you can learn from it, improve and do even better next time. Even the very best strategy is fine tuned during tactical execution. Same applies to fabulous editorial calendars and when things go wrong.