Create an editorial calendar for prospect engagement

1. Create a list of your content marketing objectives, including specific goals for each of the objectives, to help track performance of your content over time.

Examples include: Increase website traffic: Determine a percentage or a target number of new vs returning visitors per month. Increase search engine ranking: Identify the specific keywords you want to rank for and your search engine rank target for them. Increase number of leads: This type of objective is particularly important for B2B organizations who publish white papers and research reports as part of their content marketing initiatives.

2. Use a tool like the Moz Keyword Explorer, Ahrefs Keyword Explorer, or Google Ads Keyword Planner to find keywords and associated phrases for your business, and create a list of at least 10 important keywords for your business.

3. Use your list of keywords to create a list of possible content topics, and assign a content format for each topic to create a content strategy.

For example, if your keyword is green tea, then a possible topic could be, “3 Ways to Brew Green Tea in Cold Water.” Content formats could include video, audio, blog post, an infographic, white papers to generate leads for a specific business activity, or any other medium that you believe will be useful for your target audience.

4. Look up authority sites, influencers, popular blogs, competitor websites, and social media to conduct research on your content topics, estimate the amount of time it will take you to produce content on each of your topics, and ensure you have enough to cover 30 days.

Where you research is highly dependent on your keyword and target audience. For example, if your topic is, “3 Ways to Brew Green Tea in Cold Water,” then you may want to look up other industry blogs or influencers. The time each piece of content takes to product depends on what kind of format you’ll be using. For example, video content might take a week to produce, blog posts and articles might take a few days to write, and detailed white papers may take months. Ensure you have enough content topics to span 30 days based on your chosen formats.

5. Assign content development tasks to your team members based on the resources you have available.

For example: If you have a full-time writer available, you could assign one blog post for every day of the week. If you have a part-time graphic designer, you could assign them a new infographic every month. If you have a videographer you can invite to produce content once or twice a month, you could assign them a video every month.

6. Choose a content delivery method and channel that your target audience is most likely to visit based on your existing customer personas and research.

Each piece of content can be delivered via multiple channels. For example, blog posts can be emailed as a newsletter, posted on your website, or shared via social media.

7. Add all assignment details to a scheduling or calendar tool like Google Calendar, Hootsuite, Sprout Social, or CoSchedule shared with your team to ensure everyone is on the same page and tasks get done on time.