Connect with us

MARKETING

How to Create an Editorial Calendar in Google Calendar [Free Templates]

Published

on

How to Create an Editorial Calendar in Google Calendar [Free Templates]

Whether you’re managing thousands of blog posts or a few dozen articles, you know that it’s imperative to have an editorial calendar to keep track of it all.

The good news is, there are a lot of great calendar tools out there you can choose from. In fact, for those of you who are HubSpot customers, there’s a marketing calendar built right into HubSpot’s software.

But one of the best editorial calendar options is Google Calendar. It includes features like repeat scheduling, syncing, and adjustable visibility so you can collaborate effectively with your team. Best of all, it’s completely free to use.

Intrigued yet? Here’s how to set up your editorial calendar using Google Calendar.

Follow Along With These Free Editorial Calendar Templates

HubSpot's Blog Editorial Calendar - Free Template in ExcelDownload the Template for Free

Step 1. Download HubSpot’s free editorial calendar templates.

HubSpot editorial calendar template

Download Now

Advertisement

First thing’s first: Download the calendar templates above (they’re free.) By doing this, you’ll have three editorial calendar templates on your computer to use at your leisure: one for Google Calendar, one for Excel, and one for Google Sheets. In this blog post, we’ll be going over how to import the Excel template into Google Calendar.

Step 2. Customize your template and prepare for import into Google Calendar.

The publish dates on the templates you download will be stamped for a previous year.

Feel free to change them to the current year in the spreadsheet itself — you can also drag them to the dates of your choosing after uploading the file into Google Calendar.

Google Calendar makes it easy to load a calendar you might have pre-created in another program into Google. This includes Microsoft Excel. Next we’ll show you how to import the Excel calendar template you downloaded in the previous step into Google Calendar.

Step 3. Open Google Calendar.

Once you’ve downloaded (or created) a calendar that opens in Microsoft Excel, it’s time to open Google Calendar. Just make sure you’re already logged into the Gmail account you want this calendar to give access to.

Step 4. Use the left hand dropdown menu to create a new calendar.

Next, set up your Google Calendar to accommodate the information in your Excel spreadsheet. To do this, go into your Google Calendar and click the plus sign to the right of “Other Calendars,” as shown in the screenshot below. Then, in the dropdown menu that appears, select “Create new calendar.”

Adding a New Calendar in Google Calendar

Step 5. Fill out the details of your new calendar.

Fill out the fields that appear on the next screen. This includes a brief description of your calendar, as shown below, to give people proper context when you invite them into this calendar. When you’re done filling in the details, click “Create calendar.”

Adding Details in Google Calendar to Create New Calendar

Step 6. Import your XLS or CSV file from the same dropdown menu.

Using the same dropdown menu you used to create your editorial calendar, you’ll now import the Excel file itself into Google Calendar. Click that plus sign and select “Import.”

Advertisement

improting csv file in google calendar

Click the upload box that reads “Select file from your computer,” and locate the file entitled “Blog Editorial Calendar – Excel” that was included in the ZIP file you downloaded in Step 1 above.

Step 7. Select which calendar to add this file to.

In the second box below your imported file, click the “Add to calendar” dropdown. Be sure to choose the calendar name you just created from the dropdown menu, as shown below. Then, click “Import.”

Import Excel Calendar in Google Calendar

Step 8. Click Import.

Once you’ve uploaded your Excel file and selected the calendar you want to add this file to, click “Import.” You should see an Import calendar dialog box telling you that seven events were successfully imported. Click “Close.”

You can now change the dates of the first seven assignments in the original Excel document if you’ve not already done so. Navigate to the start of your calendar. Be sure all of your other calendars are temporarily hidden by clicking the colored box to the left of the calendar name.

For example, on the week of January 3, you should just see one “Blog TBD” calendar event on each day from 10 a.m. to 11 a.m.

Use the edit window of each assignment to change the publish date. So, for instance, if you’re satisfied with the 10 a.m. publish time, you can simply change the date. Each assignment will then appear as event blocks in your monthly calendar view.

Step 9. Determine your publishing schedule.

Now that you have your calendar created, it’s time to fill it in with assignments for the year. This is when you have to make some decisions about your blog’s publishing schedule.

While the Excel file you imported accounts for one blog post per day, this doesn’t mean you need to publish seven days a week. You can choose to publish every Monday, Wednesday, and Friday. Or perhaps you plan on posting on just Thursdays. Remember, the key to successful blogging is quality over quantity.

Advertisement

Don’t overcommit to a blogging schedule if the quality of your content will take a hit. How often your company should blog will vary depending on your business goals and resources.

If you decide to decrease the number of days you want to publish, click on the calendar event of that day and select “Delete.”

Even if you want to publish multiple times a day, updating this calendar is as easy as adding an event. Select a slot on your calendar to add another “Blog TBD” event and copy the default description from another one of the events you imported.

Next, it’s time for some minor adjustments. Currently, the “Blog TBD” events are set for 10 a.m. Feel free to move these events to whichever time your blog publishes content during the day.

Step 10. Set up recurring events.

Now that your publish dates and times are set, you can make these recurring events on your calendar.

If you have a regular publishing schedule, say every Monday, Wednesday, and Friday at 10:00 a.m., you can put that in as a recurring “slot” on your calendar. It’s okay if you don’t have a piece of completed content — or even a working title — to put there yet. It’s just a reminder that you want to publish something that day.

To add your recurring slot, click on your first “Blog TBD” event and click the pencil icon to edit your event. This will take you to the details of the post, where you can create a custom recurring schedule for each assignment, as shown in the screenshot below.

Setting Custom Repeat Schedule in Google Calendar for Recurring Event

You can set the post up as a recurring post, so it automatically appears every Monday, Wednesday, and Friday at 10:00 a.m. (or whatever days and times you want).

Advertisement

Setting Custom Recurrence in Google Calendar for Recurring Event

Once you’ve selected the recurring days, hit “Done” and “Save,” and you’ll have an editorial calendar framework to work with.

For now, keep the event’s title as “Blog TBD,” but feel free to customize the description with any extra details you want to be sure you include for each post. Wait to invite any guest, as we’ll use this to assign posts to an author once you begin filling in your topics. With everything complete, click “Save.”

If you don’t have a recurring schedule like this, you might not need an editorial calendar just yet — but it is an excellent way to set goals for yourself. For example, if you know you want to publish a certain number of posts each week, even if you don’t hit every single slot, it’s a good reminder for yourself and your team that this is something you should all be striving for.

Step 11. Fill in your publishing slots.

Now that you know all of the slots you want to fill, you’ve got to actually fill them. (If you don’t have topic ideas yet, check out this free topic idea generator. It’ll give you some good ideas for content to put in the calendar.)

Let’s say one of the posts you want to write is “10 Surprising Facts About Tapirs,” and one of the posts you’ve already written and want to publish later is “Think You’re Cut Out to Own a Tapir? Read This First.” Just add them both to the calendar by clicking on “Post – TBD” on the correct date, choosing “Edit Event,” and then changing the “Post – TBD” text to the actual title of the post.

Changing Name of Post in Google Editorial Calendar

Now, let’s say you don’t want to write “10 Surprising Facts About Tapirs,” and you want your colleague to write it instead. To assign the post an author, you’ll invite them to the event as a guest. To do this, click on the event, hit “Edit Event,” then invite that colleague to the post by typing their name or email address into the “Add guests” box, selecting “Add” when their name pops up and hitting “Save” on the event once you’re done.

Adding Guests in Google Calendar

Now, anyone can see who is responsible for writing the post that’s going up in that time slot.

You can take it a step further by adding details to the “Description” box of the event, as shown in the large box in the screenshot above. You might include a quick synopsis, the keywords you plan to target the post for, the target audience you’re trying to reach, and the offer or CTA you will direct the reader to at the end of the post. Don’t forget to add the draft’s due date.

Advertisement

Before Google Calendar lets you save the event, you’ll see a dialog box asking if you would like to change just this event or all of the events in the series. Select “Only this event.”

Edit Recurring Event to Save Only This Event

Repeat these steps to assign each blog topic today and in the future.

Step 12. Share your editorial calendar with others.

Now that you have your calendar set up, you can invite people to see it. I’d recommend you start with your immediate team and regular contributors — as well as anyone who regularly asks you about publishing content on your company blog.

To share this editorial calendar with people, simply find your editorial calendar under “My Calendars,” as shown below. Click the three dots next to the calendar name and select “Settings and sharing” when it appears in the dropdown menu. You’ll be taken to the same screen when you first filled out the details of your editorial calendar in Step 2.

Sharing Settings in Google Calendar

Then, you can add in the names of people with whom you’d like to share the calendar and set the right permission levels for each invitee.

It’s wise to keep those with the permission settings to manage changes and sharing to a minimum so there aren’t too many cooks in the kitchen — but I recommend you let everyone see all event details, so it’s clear exactly what content is going up in each slot.

Under the “Share with specific people” heading, enter the email addresses of those on your content team and decide if they have viewing, editing, or admin privileges. Save your updated settings.

Why Using Google Calendar as an Editorial Calendar Works

Google Calendar has amazing features that will help you manage your editorial calendar. For starters, if you use Gmail for your corporate email, everyone that you work with will already be in Gmail (and their calendar, specifically) all day.

Advertisement

As a result, it won’t be hard for people to form a habit of checking the editorial calendar because it won’t be difficult for them to find it.

Image of an editorial calendar in Google Calendar made from a templateGoogle Calendar also makes things really easy to move around and schedule because, well, it’s already a calendar. It has all the functionality you need to schedule stuff out and let the people who need to know about it know.

Along those lines, allowing people to view your calendar is simple, making it easy for multiple teams to collaborate, see what’s being published, and figure out when they might launch content and campaigns.

Finally, this sets a precedent for other teams to coordinate with your team in a straightforward way. You can have a calendar for upcoming campaigns, offers, social media pushes, product launches — you name it. And you can all share those calendars for a single-screen view of everything that’s going on so you can coordinate more easily.

Are there other solutions for maintaining an editorial calendar? Of course. But if you’re looking for a free, not-too-shabby, minimum viable product, then Google Calendar is for you.

Editor’s note: This post was originally published in January 2019 and has been updated for comprehensiveness.

marketing editorial calendar templates

Source link

MARKETING

How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

Published

on

How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Content marketing is an essential part of any SEO strategy. Without it, how are you going to attract customers looking for answers to their questions, and who are potentially in the market for your products or services?

At Tao Digital Marketing, we’ve recently generated some great results for one of our clients operating in the business financial space, The Insolvency Experts, mainly by focusing on just one “cluster topic” that was a huge money maker for them.

When looking at six month comparison stats (August 2021-January 2022 to February-July 2022), we’ve achieved the following:

  • Leads: 95 to 460 (384%)

  • Clicks: 4,503 to 23,013 (411%)

  • Impressions: 856,683 to 2,033,355 (137%)

  • Average position: 33.4 to 23.6 (increased almost 10 spots)

This was mostly achieved by absolutely hammering one topic area: company liquidation. In this case study, we’re going to explain how we did this step by step, so that hopefully you can generate similar results for your own business!

Objectives

If you really break it down, the objective of all SEO consultancy work is essentially the same: increase the number of leads for a business. This was our ultimate goal.

It’s not just as simple as that, though. We all know you can’t get to number one on Google overnight. So, like other SEO geeks out there, we tracked our successes through additional factors such as clicks, impressions, and average position, to show our efforts were worthwhile.

Advertisement

In January this year (2022) our goals for the next six months were as follows:

  • Leads: Just over double from 95 to 200 (110%)

  • Clicks: 4,503 to 13,500 (around 200%)

  • Impressions: 856,683 to 1,700,000 (around 100%)

  • Average position: 33.4 to 25 (around eight spots)

Insolvency Experts’ audience is primarily directors of UK businesses that are going insolvent, closely followed by business owners looking for financial advice. The majority of Insolvency Expert’s cash flow comes from formal insolvency processes, such as liquidation, administration, and CVAs (Company Voluntary Agreements), so it was really important for us to push these areas.

Our strategy

1. Research “company liquidation” search volume and related queries

We first picked this client up in November 2020. Initially, our focus was on the basics: updating all the top level pages (such as service pages and guides) to make sure they fit the intention of the user and clearly explained the services that Insolvency Experts offer.

Researching what works well at present

One of the pages that our content team updated was their company liquidation guide. After updating, the page started to perform very well in the SERP, and ranked at position #4 for “company liquidation”. Clearly, this sort of content was working, and we wanted to hit it even more.

After pulling some research together, one of our strategists proposed the idea of a “Company Liquidation Content Hub”, as the company liquidation guide was ranking for a lot of long tail questions:

Screenshot showing ‘what’ queries in Google Search Console, such as ‘what is voluntary liquidation’ and ‘what happens to a director of a company in liquidation’

After cross referencing with the monthly search volume for these questions, she added some of these as H3s within the guide to see how they would perform. They resulted in so much more traffic that she decided they warranted their own individual guides, hence the idea for the hub. This would mean we weren’t putting all of our eggs into one basket, and that we could also internally link all of them together for users wanting to read more.

Users that are further down the marketing funnel don’t want to scroll down a huge guide to find the answer to their specific question, and we were certain that this would positively affect bounce rate. We therefore made sure that nine times out of 10, the H1 contained the question that was being answered.

Infographic explaining the sales funnel, starting with reach followed by act, convert and finally, engage

In order to further target those at the bottom of the marketing funnel who want to speak to someone quickly, we placed regular “Contact Us” CTAs throughout the content so that they don’t have to scroll right to the bottom of the page to get in touch with Insolvency Experts.

An example of a piece of content with a ‘Get Free Liquidation Advice’ CTA in the middle

Undertaking a competitor analysis

We also conducted a competitor analysis on this topic, focusing on three key players in the industry that were all ranking well for the phrase “company liquidation”. We found that the key competitors had the following:

Competitor A – 38 indexed articles on liquidation

Competitor B – 23 indexed articles on liquidation

Advertisement

Competitor C – 47 indexed articles on liquidation

Insolvency Experts only had six indexed articles on liquidation at the time, so it was clear we needed to be on their level – this was an obvious content gap.

Pitching the content hub to the client

We suggested this idea to the client alongside a forecasting spreadsheet created by our founder, in order to justify the resource that was needed to push the client as high as possible in the rankings for company liquidation.

This spreadsheet broke down a huge list of keywords alongside monthly search volume, average click through rate for positions 1-10 on the SERP, domain authority of competitors who are currently ranking for these keywords, and average conversion rate on the site at the moment.

Table demonstrating projected revenue for Insolvency Experts depending on where they ranked on the SERP

This unique formula would then allow us to explain to the client that for X amount of work, we predict we can get you to position X in X timeframe, and this would result in approximately X annual revenue. After pitching this to the client alongside infographics and current performance statistics, they told us they loved our ideas and agreed to let us go ahead.

2. Plan the content after client approval

After the client gave us the go-ahead, the next step was to plan all of this work based on search volume, and therefore priority order.

It’s easy to get lost in all the data within SEO, so it was incredibly important for us to have a solid plan and timeline for these changes. Topics were going to range from How to Liquidate a Company with No Money through to Administration vs Liquidation.

How we communicate planned works to our clients

In order to orchestrate clear communication between ourselves and our clients, we create a Traffic Light Report, which is a live Google Sheets document detailing all work to be undertaken for the current and next quarter. This is split into sections for technical SEO, content, and digital PR/link building (the three pillars of SEO).

This includes justification for each change we make, as well as a link to any live changes or documents. It also details when this will be done and if the action is with us or the client. The tasks are coloured in green for live changes, yellow for action needed, orange for in progress, red for anything on hold and clear for not started.

Advertisement

Here’s an example of what the content section of Insolvency Expert’s traffic light report looks like for their current quarter (July-September 2022):

Screenshot detailing content to be undertaken between July-September 2022, and justifications for each action

Scheduling the tasks

We then scheduled these topics for our various content writers to work on using our project management software, ClickUp. Within each task we placed a link to a skeleton document consisting of H1s, H2s, and H3s, as well as a title, meta description and keywords to include.

3. Write the content while implementing technical SEO

By this time it was around April 2022, and it was time for us to fully attack the content portion of our task list. Since then, we’ve written 18 pieces of content around company liquidation, and still have quite a few left to go before we consider this area of focus complete.

As part of our uploads, our technical SEO adds FAQ schema, which has helped Insolvency Experts showing up for several featured snippets (more details in results section).

Analyzing as we go along

Once we covered the big topics in the first couple of months of writing, we started to use Low Fruits to find smaller queries which are estimated at around 10 or fewer monthly searches. We’ve had a lot of success targeting lower search volume phrases, as these users seem to be more focused and lower down the sales funnel, so are more likely to be better engaged and convert better. A lot of the time they are pleased that you have answered their very niche question!

The below is a screenshot from a keyword analysis. We trawled through hundreds of keywords to pull out the ones relevant to the client.

A screenshot of queries from LowFruits.io featuring questions such as ‘can you still trade while in liquidation?’ and ‘can you trade out of insolvency?’

We then used Low Fruit’s Keyword Extraction and SERP Analysis tool to give us further details on a select few key terms.

These terms are shown as having a search volume of either 10, less than 10 or 0. Of course, we know that this is still hugely important to cover, and targeting these will bring in a very niche reader who is much more likely to convert due to the nature of the long-tail queries.

Finalizing the hub

Our plan is to finalize the hub this fall, and ensure that everything is internally linked. There will also be a menu change to make the addition of the hub very clear. See screenshots below for the current hub vs. how it will be presented once all content is ready (screenshot taken from their staging site in Kinsta, our hosting platform where we make design changes so that the client can approve them before they go live).

Current ‘hub’ in the menu:

Advertisement
Screenshot of the current ‘liquidation’ drop down menu, featuring four pieces of content

How the hub will look once all content is complete:

Screenshot sharing newer version of liquidation hub menu from Kinsta staging site

As part of our content process within ClickUp, we have a recurring task to check a new URL in Google Search Console two weeks after upload. This allows us to see if we have the “Google Spike of Acceptance”, which is a sharp incline of impressions/traffic indicating that the content will do well, before it falls then slowly rises again.

A screenshot showing the ‘Google Spike of Acceptance’ in Google Search Console - a sharp spike of clicks and impressions after upload

If we don’t see this spike, we carry out multiple checks, including: Is it an orphan page? Are there any technical errors? Is it indexed? If it is not indexed, we push the URL through Index Me Now.

If the issue is just that the piece isn’t getting picked up, we will take another look at the content to see if there is something else we can do to improve it, e.g. tweak the H1 or expand the content.

4. Build links to the relevant pages and homepage

Once we’d uploaded the content, it was time to build links to the priority pages and homepage in order to build the domain authority.

We wanted to really hone in on generating links for our company liquidation page. The page has 36 backlinks, many of which were built through link building efforts. This was largely done by working with business site publications and creating natural anchor text that would help with certain keyword rankings.

Example of a guest blog titled ‘The Advantages of Business Liquidation’

As well as building links specifically to the company liquidation page, we also built links to the main URL in order to boost overall domain authority. This was done through answering queries through platforms such as HARO and Response Source, as well as working with the client to create relevant, time-specific thought leadership pieces. Here’s an example of a HARO request we responded to, the topic being “Recession-proofing tips for small businesses”:

Although the site’s domain authority tends to fluctuate between 30-33 depending on links lost and general algorithm updates, the links to specific pages have still resulted in an increase in rankings, detailed further below.

Results compared to objectives

Although we knew that our strategy was going to work well based on our experience with our other clients, we were very pleasantly surprised by the huge positive effect our work has made, which enabled us to smash the targets we set!

Leads

Goal: Increase from 95 to 200 (110%)

Result: Increased from 95 to 460 (384%)

As a result of creating incredibly useful, lengthy content and placing regular CTAs throughout the content, we managed to almost quadruple the amount of leads coming through to the client in the space of just six months.

In the six months before our liquidation project began, our Leads Dashboard within WhatConverts shows that Insolvency Experts had five liquidation leads via phone call and 10 leads via their contact form on a liquidation-focused page.

Advertisement

In the six-month period since we’ve been working on the content hub, they have had 38 liquidation leads via phone call and 52 leads via contact form on a liquidation-focused page.

Result: 660% increase in phone call leads and 420% increase in contact form leads.

Previous six months:

Screenshot of the leads dashboard within What Converts showing that five leads were generated before work on the content hub began

Current:

Screenshot of the leads dashboard within What Converts showing that 38 leads were generated after work on the content hub began

Clicks

Goal: Increase from 4,503 to 13,500 (around 200%)

Result: Increased from 4,503 to 23,013 (411%)

By creating highly relevant content that matched the user’s search intent, we managed to almost quadruple the clicks over the space of six months, doubling our original 200% goal.

The site has received 29,400 clicks overall across the past 12 months. Below, you can see the huge spike in clicks and impressions from January onwards when we really started to focus on the liquidation content.

Screenshot showing spike in clicks and impressions once focus on ‘company liquidation’ began

Impressions

Goal: Increase from 856,683 to 1,700,000 (around 100%)

Result: Increased from 856,683 to 2,033,355 (137%)

Again, by creating highly relevant blogs, Google started to understand the relevancy of our content, so the number of impressions hugely increased. Along with the 137% increase above, over the past 12 months (August 2021-August 2022) the site has received 485,000 impressions for the query ‘liquidation’ alone.

Advertisement
Google Search Console Graph detailing huge spike in impressions between August 2021-August 2022

The main company liquidation guide that we updated had a total of 732K impressions over the past 12 months, too, with a huge spike from February onwards, when we updated the guide.

Google Search Console Graph detailing huge spike in impressions in February for the updated company liquidation guide

Average position

Goal: Increase from 33.4 to 25 (around 8 spots)

Result: Increased from 33.4 to 23.6 (increased 10 spots)

This increase is due to the relevancy of our content and the amount of keywords each piece ranked for. As mentioned, the main company liquidation guide has worked incredibly well, ranking for 181 keywords, 67 of which are page one (37%). It now has the number one spot for the term “company liquidation”. See below for an example of queries the page is showing up for.

Google Search Console Screenshot sharing queries the company liquidation guide is appearing for, such as ‘members voluntary liquidation’, ‘liquidation of company’, ‘how long does liquidation take’ and more

The page also shows up for six featured snippets as a result of us implementing FAQ schema.

Screenshot showing the company liquidation guide appearing in a featured snippet query for ‘process of liquidation’

335 clicks and 93,663 impressions have come from the FAQ rich results alone.

Screenshot of Google Search Console showing ‘FAQ Rich Results’ within the search appearance column

In the six months before we updated the guide, it pulled in around 650 clicks and 227K impressions. In the six months following, it brought in around 1,180 clicks and 382K impressions. We’ve practically doubled clicks on one single guide.

As mentioned, this particular piece of content has 36 backlinks, and actually ranks ABOVE the official UK government company liquidation guide, which has a domain authority of 93 (about 60 higher than ours). Clearly, we’re meeting the searcher’s intent and giving them what they are looking for.

Screenshot of the SERP showing that Insolvency Experts’ company liquidation guide appears above official UK government advice.

In the six month period before we started work on liquidation, Insolvency Experts had an average click through rate of 0.5%. Over a six month period of us working with them, this more than doubled to 1.2%.

Another success worth noting is that 3 out of 6 of our latest articles have an average page view duration of between 9 and 10 minutes! The other half are averaging around 5 to 6 minutes, which is still very good. Clearly, users are wanting in-depth information on this topic.

The “What happens to a director of a company in liquidation?” guide, which went live in May, is now the fifth most clicked page on the site. when filtered on GSC by the term “liquidation”.

Overall, we’re extremely pleased with the results we generated, and so are Insolvency Experts — the company liquidation department is now inundated with queries and they are rushed off their feet!

Source link

Advertisement
Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending