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The Last Content Calendar You Need?

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The Last Content Calendar You Need?


With content marketing, creating a great blog post that ticks all the relevant boxes is just one phase of the process.

You hit publish and the ever-competitive content war between B2Bs hits you.

You snooze, you lose.

(No Snorkelling in Mykonos. Sorry)

You’ve got to make a LinkedIn post to promote your content.

You’re sharing it on Twitter.

You’re dropping comments like hot potatoes on Quora.

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Before CoSchedule: utter CHAOS.

Fast forward to today and… I’m approximately 70% less angry on Mondays.

I keep tabs on what’s in the works, what’s due, and what needs to be done.

(All thanks to a simple work organization system I boot myself for not discovering earlier.)

CoSchedule has helped streamline the bits and pieces of my marketing campaigns, cut down content development time, and shift focus to other revenue-generating aspects of my business.

And if you use it right, this is what CoSchedule can do for you.

Quick Verdict – Is CoSchedule Worth It?

Absolutely. If you could use a couple more free hours out of your workweek—as I’m sure you could—then CoSchedule is totally worth it.

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CoSchedule helps you:

●Oversee your marketing projects in one calendar view

●Collaborate with your team members on important projects

●Spot lapses and make dying-minute changes

●Plan and schedule social media content

●Produce better work regardless of  time zones

“What started out as a simple WordPress calendar plugin has blossomed into a robust content planning system.”

—Stephen Jeske, Senior Content Strategist, MarketMuse

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CoSchedule, my friend, is your permission to quit running back and forth between different apps.

(yes. close tab number, what now? 23?)

Ps: I strongly recommend you cash in on their 14-day free trial window. Unlike a lot of software products, you don’t even need to enter your credit card. If there was ever a zero-risk investment, this would be it.

What is CoSchedule and who is it for?

CoSchedule is a robust marketing software that brings ALL the moving parts of your content marketing together and displays them in a single calendar view.

I’m not alone on this.

I spoke to Alex Birkett, Co-founder of Omniscient Digital and former Senior Growth Marketing Manager at HubSpot.

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He has this to say:

“I’ve found CoSchedule to be great training wheels for content marketing operations. If you run a team of more than 3 or 4 people, it can really help you get your bearings with publishing cadence, workflows, checklists, and some light automations and nudges.”

From rough drafts to clinking celebratory wine glasses at successful campaigns, CoSchedule has you covered.

Created by Todaymade in 2013, the content marketing powerhouse has since expanded to serve over 45,000 marketers. Most of them hold one or more of the following positions:

●Founder

●Head of Content

●Senior Content Strategist

●Content Manager

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●Director of Marketing

●Content Editor

●Blogger

The build of CoSchedule makes you feel like a five-star team lead coordinating your members to success. Everything is systemized and responsive so you feel like you have an assistant working behind you.  

Although social media scheduling is one of CoSchedule’s most loved features, it offers a lot more functions than that. If you’re simply looking for an app to post content on your Instagram and Twitter, CoSchedule might be too much for you.

On the flip side, if you need something to carry out an entire content strategy, then CoSchedule might just be the best investment you make this year.

For someone who manages a lot of content, missing an important task—such as proper document formatting—in a piece of content can be embarrassing. Almost as bad as being caught taking a skinny-dip by “Karen” on the next block.

Key Features of CoSchedule

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CoSchedule has several features to help you plan and execute kickass marketing projects. Here are some of my favorites:

Team and Workflow Management

See also  Customer Experience & Digital Experience

With CoSchedule, work gets completed in record time by chopping off avoidable back-and-forth.

You can:

●Create checklists within projects,

●assign them to team members,

●manage deadlines

●and so much more.

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CoSchedule also provides a ton of wiggle room to accommodate changes when priorities shift. You only have to drag and drop around the Kanban Board to make them. Kinda like Trello but with extra bells and whistles.

Editorial Calendar

CoSchedule is great for organizing blog content and sticking to a posting schedule. Using it, I’ve found the project checklists to be particularly helpful.

I like how you can break down a chunky blog post into granular tasks and assign them to different people. This makes it a lot easier to maintain publishing quality.

A hot topic of debate between content managers is, software or platform? Which is better for hosting editorial calendars?

My vote: Software

But hold on. It depends on what your goals are.

“For the vast majority of use cases, having a dedicated app with less flexibility is the right answer. Most content programs are probably not that complicated and generally fit in the scope of what tools like CoSchedule provide.”

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—Alex Birkett, Founder, Omniscient Digital

“I wouldn’t say that CoSchedule is better suited for less complex workflows. Airtable and Notion are two popular choices that have been gaining traction over the past year or so.

I think those applications appeal to people that prefer to “roll their own” so to speak. But that flexibility comes at a price in terms of development and maintenance. Something that’s not an issue when you’re using software as opposed to a platform (which is what Notion and Airtable are).”

—Stephen Jeske, Senior Content Strategist, MarketMuse

In summary, CoSchedule is great if you prefer to not go into the nitty-gritty of creating rules and automations from scratch. While you can manipulate what they’ve set up, all the dirty work has been done for you so you just go ahead with planning your content.

Social Media Scheduling

CoSchedule helps you execute small and large social media campaigns. To do this, she utilizes Requeue.

Requeue automates social publishing so you can schedule social media posts in advance.

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“I use templates for social promotion done within CoSchedule.

I have different promotion templates depending on the day of the week (these templates set off a cascade of social promotions that occur that day and for the next seven days).

These templates include data fields that I can fill in on the fly (for example every post gets unique hashtags for social media promo).”

—Stephen Jeske, Senior Content Strategist, MarketMuse

 Available social media integrations include Facebook, Instagram, Pinterest, and Twitter.

Customization

A branded workspace makes it easier to switch from “home” to “work”, so you can be more productive.

Personally, I was intentional about making my dashboard feel like a virtual co-working space. So I made use of the various customization tools available. It’s as easy as switching colors and other design elements to match your brand.

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Full Marketing Calendar

More than blog content and social posts, I’ve found Coschedule’s real-time marketing calendar an excellent tool.

“It’s also great at handling more complex content needs. For example, each of our twice-monthly webinars gets converted into a blog post, YouTube video, podcast, and social media promotional content.

Related projects get linked together so I can keep track of them as a whole, as opposed to individual elements.

With CoSchedule, we keep every required task on track both internally and externally (tasks templates are a godsend as they eliminate redundant data entry)”

—Stephen Jeske, Senior Content Strategist, MarketMuse

Integrations

Time spent in moving documents from one app to the other adds up. (My Toggl time tracker reports leave the evidence)

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This is why I was super stoked that you can import projects in bulk from Google Sheets with CoSchedule. Same thing with Asana and Trello tasks.

See also  How we got 75% more e-commerce orders in a single A/B test for this major brand

“What I really appreciate is how we can connect different content items together. With their WordPress integration we can connect social promotions to each blog post.

CoSchedule grabs the appropriate data from the post and schedules it out for us at the appropriate time.”

—Stephen Jeske, Senior Content Strategist, MarketMuse

The ninja software also works with Google Analytics and Bitly for when you need that raw data boost. For cloud storage, choose either one of Google Drive or Microsoft 365. (Or both, if you’re extra)

Publish WordPress blogs straight from CoSchedule. Send out Mailchimp emails. Need a particular integration currently out of their scope? You can actually request an integration in the settings page once you’re logged in. How cool!

Asset Management

CoSchedule lets you organize your files for easy recovery. Store your documents, notes, folders, and other valuable assets. This supports CoSchedule’s promise to put all your marketing under a single roof. Finding that one document becomes so much faster.

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How Much Does CoSchedule Cost?

An annual subscription to CoSchedule’s Marketing Calendar (the cheapest plan and the one I use) is sold at $29 per user per month. If you’d rather pay every month, that’s $39 for the same benefits.

Given, the Marketing Suite is available for big-shot enterprises with tailored needs. For more pricing information, contact the sales team to set up a product demo.  

To make sure you’re getting the best value for your money, I recommend you use the 14-day free trial to set things up and connect necessary integrations. (Before you actually start paying)

CoSchedule’s Marketing Calendar Pricing

CoSchedule’s marketing calendar costs $39 for the monthly plan. When you pay for a full year, you get a 20% discount. This translates to $29 per month and is the better choice.

The editorial calendar takes a maximum number of 10 users and social profiles. Does your business need more social profiles? Get 5 extra at $15 a month.

CoSchedule’s Marketing Suite Pricing

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CoSchedule does not have a set price for its marketing suite. Pricing is bespoke and based on your specific needs.

To access the added benefits (apart from the content calendar) such as:

  • automated team workflows
  • asset and file storage
  • marketing request management
  • tracking your team’s progress
  • sorting your calendar by team

…you have to contact the sales team to receive a demo.

How Do I Get Started With CoSchedule?

Here’s the process—so you don’t spend hours figuring out the software. I’ve covered the basic things you may likely use CoSchedule for in this section.

The very first step to marketing workflow bliss (literally) is logging on to www.coschedule.com. When you get there, click on the big orange-colored button that says “Try for free now” or some other similar variation.

You’ll be directed to the sign-up page where you’ll create your account. The sign-up form contains just 5 rows. Type in your full name, email address, company name, website URL, and password. Pretty easy.

All check?

Click the big pink button that says “get started now”

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Next is the onboarding process.

Which I think is one of the most extensive I’ve seen on a SaaS platform.

They literally hold your hands every step of the way and don’t stop till you’ve got it all right.

You’ll see different page pop-ups like the one in the screenshot below.

Read through.

Keep clicking on the “next” button until you’re done with the introductory walkthrough.

So you’re done with the initial onboarding stage.

By now, you should be looking at a blank calendar page. Rather similar to your traditional digital calendar.

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Click on any day to allocate an activity to it.

The two basic categories of events are “projects” and “social campaigns”.

See also  How to Schedule Your Social Media Content Curation for Massive Growth [Infographic]

To access more features, such as tasks, notes, and bulk social uploads, click on “more options”

The dropdown menu will expand and look like the screenshot below.

Time to create a project. Pop some champagne, someone!

So I simply clicked on “project”.

When you do the same, you’ll see a pop-up identical to the one below.

Click on the “blog post” icon. Scroll through the options to select the particular project type you’re working on.

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There are templates for email marketing, newsletters, articles, etc.

Each project type will direct you to a different page, specially made for it.

Fill in the name of your project, description, tags, and color labels.

Click on “create project”

Note: Every detail can be edited later

The screenshot below is how your next view should look like. This is where you plug in all the details of your project.

At the right-hand corner, you’ll see a “Tasks” section.

Alongside it are the headings, “discussion” and “contributors”.

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This is where the collaboration happens.

Break down your project into small chunks, assign each piece to the individual responsible.

The tasks are in a checklist format so you and your teammates can easily tick off completed work.

Taking up the larger portion of the screen is where you add the most vital attachments.

Below, I have already clicked on the Google Docs icon. Create a new doc right from the app. Title it and edit.

Everything syncs effortlessly so all your work is saved and can be accessed directly from Google docs in the future.

The interface below is what you see when you select “email marketing” as your “project” type.

CoSchedule comes with an “Email Subject Line Tester” that gives you a score from 1-100 based on scientific data.

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What I find really helpful is, you don’t just get a score.

With every headline you enter, you get personalized, data-backed recommendations on how to improve your email click-through rates (CTR).

Keep making changes till your score and email subject line are good enough for you.

Over 50 is ideal.

Pro tip: Tools aren’t 100% accurate. If a headline feels right but has a lower score, use it anyway.

Another important feature is the “Ideas” section.

Here, you can store projects that are not yet scheduled.

They stay out of the main dashboard but can be easily accessed by tapping on the ash-colored “Ideas” button. Right next to the red-colored one that says “Create”.

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This brings a lot of flexibility into planning your projects.

It also helps to know what is certain and what needs some more consideration to be fully fleshed out.

The last thing is the homepage.

Here you have a summary of your onboarding progress.  

This is further simplified with the use of indicator colors (green and red) and a percentage.

Complete every milestone to get to 100%.

CoSchedule Review F.A.Q’s

If you’re still on the fence somehow, let’s take you off.

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Is CoSchedule Worth the Price?

Yes. CoSchedule is worth it if you need an easy solution to manage all of your content marketing activities. It is best for marketing managers with teams, revenue-generating bloggers, and solopreneurs who want to feel like they have a crew behind them.

What Does CoSchedule Do?

CoSchedule is an online tool that helps you plan, monitor, and execute content projects with a clear-cut and streamlined approach. Use CoSchedule to plan social media content, blog posts, and email campaigns.

Does CoSchedule Have a Free Version?

Yes. CoSchedule has a free version.

How Much Does the CoSchedule Marketing Suite Cost?

CoSchedule’s marketing suite does not come at a fixed price. Contact sales for tailored pricing.  An interactive ROI calculator can be found on the service page to help you make your decision

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MARKETING

How to Use Product Synonyms to Build Use Case Awareness & Scale SEO

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How to Use Product Synonyms to Build Use Case Awareness & Scale SEO

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.

Let’s move back in time to your third grade English class — lesson of the day: synonyms.

Synonyms (not to be confused with cinnamon) are words that have a similar or the same meaning as another word.

But, you already know this. What you might not know is how synonyms help you build use case awareness.

It all comes down to talking about your product in multiple ways, all of which are useful to your target audience. By expanding the ways you talk about your product, you attract more users, which in return scales your SEO strategy by giving you more relevant keywords to rank for (ideally even with high purchase intent – yes please!)

In fact, by finding and targeting product synonyms, you can even tap into a new unique selling point for your target market.

Let’s find out product-led SEO with synonyms can slingshot your growth forward.

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What is the value of synonyms for SEO?

First off, using synonyms is a common SEO best practice recommended by Google.

SEO guru and webmaster trend analyst, John Mueller, explains how synonyms work, particularly in connection with search intent and context:

…especially when you’re looking at something like ‘edit video’ versus ‘video editor,’ the expectations from the user side are a little bit different. On the one hand you want to edit a video. On the other hand you might want to download a video editor. And it seems very similar but… the things that the users want there are slightly different.”

So, when it comes to using product synonyms to scale your SEO strategy, the key is to align user search intent with a product use case that helps them.

I’d like to highlight how well this works not just for e-commerce, but also B2B, because those are the businesses that often struggle the most with low product-related search volume, making it seem like SEO just isn’t worth it. To add to that, there’s often a gap between what your audience calls your product and what you call it internally, so this strategy ensures both angles are covered.

Do this over and over again and not only will it expand your brand awareness, but it’ll also take a niche product with low search volume and turn it into a lead and sale generator — all from compounding hundreds of thousands of organic monthly searches (or more, depending on the topic).

See also  How to Schedule Your Social Media Content Curation for Massive Growth [Infographic]

Let’s go over some examples.

Examples of product synonyms for SEO

A use case (or a roadmap for how your audience will interact with a product) is a fantastic way to apply product synonyms. If people learn how they can use your product, the more likely they’ll feel it’s relevant to them. The more detailed the use case, the more personal it feels to the reader.

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Examples of product synonyms in e-commerce

Product synonyms for e-commerce are pretty straightforward. For example, “occasionwear,” “wedding guest wear,” and “party wear” are all product synonyms that can be found as focus keywords at a made-to-order men’s suits store.

An online sport store may use synonyms such as “tennis shoes,” “sneakers,” and “trainers” to capture all target markets, for different levels of athletic wear.

Now let’s put it into practice.

What product synonyms would you use for “webcam” and “Bluetooth headphones”?

Maybe, “streaming camera,” “e-meeting camera,” or “Zoom camera”?

For Bluetooth headphones, what about “impermeable headphones” or “running headphones”?

It’s all about the use case that matches the same search intent.

Examples of product synonyms in B2B

In B2B, use cases become even more relevant, because one of the most common questions in the buying cycle is: “Is this truly relevant for my particular business?”

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Take a look at these phrases:

  • Conversational AI chatbot

  • Customer support automation

  • Product recommendation software

  • Omnichannel engagement platform

Even though these have vastly different use cases and are semantically different, the technology used produces the same outcome as what each phrase describes. In fact, it’s actually the exact same product (in this case a chatbot), only described with a different phrase. 

The trick in this particular example is to talk about how the main product, the chatbot, relates to all the above phrases. Rinse and repeat and now you’ve gone from a niche product with limited search volume to HubSpot level organic traffic — all of which is highly relevant for your target audience.

How to find & rank for product synonyms

Finding synonym opportunities for products requires a deep understanding of the market and the search behavior of buyer personas. In other words, learn what your audience wants and explain how your product gives them that in multiple ways.

Understand your product use cases

Let’s start with your product use cases. Where should you begin?

First, compile all related brand themes and then build topic clusters based on that.

Let’s say you sell eco-friendly swimsuits for all types of bodies and your topic clusters focus on eco-friendliness and swimsuits per body type. All topic cluster pages are connected to the central brand themes and your products, but talked about from different angles.

In B2B, it’s common to cluster product use cases by industry or method. For example, the “conversational AI chatbot” mentioned earlier might target e-commerce managers, while “customer support automation” is a use case aimed at customer success. In the same way, “product recommendation software” grabs attention from a product team and an “omnichannel engagement platform” captures the marketing team.

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With only these few keywords, we’ve described how nearly an entire business benefits from using a chatbot — sales here we come!

Benchmark competitors

Aside from generally making note of words that are being used on their website, it’s helpful to perform a competitor keyword gap analysis. This helps you determine words they’re ranking for that you aren’t (yet), which helps inspire new use cases.

Moz Pro dashboard for ranking keywords

Understand the language of your audience

Do some research to see how your target audience refers to your products in their own words. Often in B2B there is a big gap between their descriptions and yours. Take note of the words, phrases, and any other insights pertaining to the language being used.

Some places to poke around include Slack communities, social media (especially LinkedIn), and Reddit. Don’t shy away from in-person events, too! When you talk like your audience talks, you’ll resonate with them because your products are simple to understand. Walk their walk, and talk their talk!

Pro tip: Talk to your customers on a regular basis! Ask to set up a 15 minute feedback session and record it. It’ll bring you massive insights about how they talk about and use your product.

If your business is big on social media, then social monitoring and listening tools will be crucial for compiling lots of information quickly. Social monitoring obtains information that has already happened in the past, while social listening keeps an ear out for current conversations about your brand. Hootsuite offers an extensive social monitoring tool to “dive deep beneath the surface”, while Talkwalker offers social listening so you can keep up in real time.

Review People Also Ask and related searches

Google SERP features are a treasure trove of synonym opportunities. If you’re looking for “shoes”, you’ll probably see people are also searching for “sneakers”, “tennis shoes”, etc. You can use this feature to understand user search intent (which will help you find more aligned synonyms) and ensure you create the right type of content based on what’s already ranking.

The People Also Ask feature is similar to the “related searches” at the bottom of the SERP, and you can also use this to curate synonyms. 

Last but not least, utilize the auto-complete feature that suggests what you might type in the search bar:

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Google search for

Pro tip: Use AlsoAsked to dig a bit deeper into the People Also Ask questions from your potential consumers, and export the data graphically and in bulk. Answer all those questions and that’s a clear path toward SEO scalability!

Do keyword research

Without keyword research, creating your content and optimizing for SEO is like throwing spaghetti at a wall and hoping that it sticks. Use a keyword research tool like Moz to find keywords based on use cases. This ensures the keywords are relevant, have search volume, and have relatively low competition. For a more in-depth guide on keyword research, be sure to check out this guide!

Once you’ve finished keyword research, turn the semantically-related keyword groups into clusters to create individual content pieces for each cluster. 

Differentiate keyword placement based on your site structure

All websites have core product pages, so the exact match of high-purchase-intent keywords should go on those to maximize the potential for sales.

Product synonyms that are semantically unrelated, but still have a relevant use case, can go in an area like the blog, where you can explain them more thoroughly and then link back to your core product pages to incentivize conversions.

To go back to the chatbot example, “conversational AI chatbot” works best on an evergreen product page, while “product recommendation software” might make more sense in the blog, because you’ve got to give some explanation about how the two are connected.

Let us wrap this up with a quick recap

First off: why use product synonyms? Synonyms for SEO increase the relevancy of your product pages for a specific search query. At the same time, they can also help you scale out content strategies in the future, thus strengthening your SEO game and brand awareness.

But never forget, first you must understand your product use cases. How do your customers use your product? How do they describe it? Go deep into this process to get those granular details. Look around to see what language your customers are using, scope out your competitors for inspiration, and do some extensive keyword research. Review the People Also Ask feature and related searches to gather more information and ensure you differentiate your keyword placement based on your specific site structure.

Now you’ve got the basics of using product synonyms to build use case awareness. Class dismissed!

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See also  How we got 75% more e-commerce orders in a single A/B test for this major brand
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