This keeps everyone on schedule about what they need to produce, and when. To make an edit calendar really effective in content marketing, build it around the most important challenges facing your prospects, and the information that will keep them engaged.
When I needed editorial calendar ideas as a trade press editor, I asked myself and my other reporters:
- In our recent conversations with customers, what common problems have they mentioned?
- In our recent conversations with vendors, what buzzword have they thrown around we don’t understand or believe in?
- In our recent customer visits, what’s impressed us as so smart that our readers could learn from it?
Your sales, customer support and marketing staff aren’t paid to be reporters. But they are talking to customers and analysts and are (or should be!) following the competition. Here’s how to get them to share ideas that you can turn into great marketing content.
- Tell them how many ideas you expect from them, and when.
- Be specific about the type of ideas you want. “From support reps, we want two examples per month of smart workarounds customers have developed for common problems. From analyst relations, we want two of the newest/most insightful things you’ve heard this month. From sales, we want the objections you’ve heard most often during a close, and how you overcame them.”
- Give them examples of “news” or trends you want. From a customer support rep: “A lot of mobile developers are asking for better Python documentation.” A sales rep might notice “Suddenly realtors are returning my calls. The market’s picked up and they’re willing to spend.” From analyst relations: “Analysts are really picking up on the `agile data’ theme but we think they should also be talking about the `orchestration’ layer we provide…” All of these are great grist for blog posts, white papers, videos and other content.
And a few final suggestions
- Have your “requests” for editorial calendar ideas come from the top of the company to “encourage” cooperation.
- Make the sharing of ideas part of employees’ evaluation and compensation.
- Aim for a mix of topics, from the tactical (bug fixes and effective sales tactics) to the strategic (big trends in technology, how macro-economic trends are affecting sales) to the fun and off-beat (video of a well-known entertainer opening a big tradeshow.)
- Use the “water-cooler” test. If it’s worth talking about around the office, it’s worth considering for the editorial calendar.
Let me know how these trade press tips work in corporate marketing and what challenges you’re still facing.
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