MARKETING
Editorial Calendar Tools and Templates for Content Marketing
Quick: Name the tool most critical for effectively managing your content marketing program.
No matter your role or responsibilities, the answer should be an editorial calendar.
Why? Content creation involves a million small tasks. A reliable system keeps track of all those processes and each content piece’s status as it moves through them.
But content marketing editorial calendars can do much more than that.
They can streamline strategic collaboration, track marketing performance, and identify content repurposing opportunities.
With a thoughtful approach and proper configuration, editorial calendars can enhance team productivity and add clarity at every stage of your brand’s content marketing journey.
Learn how to build a customized content marketing editorial calendar – and how to maximize its benefits – with these tips, examples, and templates.
1. Set the foundation for an effective editorial calendar
Gather key information from your content marketing strategy to inform your content creation plan. Answer the following questions to help determine what to track in your calendar and stay focused on your marketing goals.
Who are you creating content for?
You can’t create the right content if you don’t have a clear understanding of the target audience. Use the insights in your content personas to focus on their informational needs and topical interests.
What will your content help your business achieve?
Are you looking to generate leads? Increase your thought leadership? Drive attendance to your events? Your content marketing mission and goals will impact what you publish, where you publish, how often, and how your team prioritizes, organizes, and categorizes/tags its content creation efforts.
What creative resources do you have?
Will you work with an in-house team of writers, designers, and videographers? A stable of industry pros sharing their insights? A mix of internal and external contributors? The tracked formats, frequency, and workflow stages likely depend on with whom you’re collaborating and the nature of their expertise.
TIP: Need to enhance your creative capabilities to handle the workload? Follow this complete guide to outsourcing content creators.
What will make your content distinct?
How can your brand deliver content with a unique mission? What unmet industry needs can the content address? What gaps exist in your or your competitors’ content? Can you tie your content to industry events for added exposure? Knowing how to attract a larger share of your audience’s attention lets you fill the content marketing editorial calendar with impactful ideas and assets.
What are the steps for producing quality content for your brand? What tasks and team members factor into your content workflow? Who manages each aspect, who else helps, and who needs to approve the pieces? Those insights determine what information to include in your calendar and how to structure it for optimal use.
2. Build your content marketing editorial calendar
Multiple calendar-building options exist, from simple spreadsheets to project management software. You can also use calendar tools integrated into content workflow management platforms and access free templates online.
Picking your calendar tool
Knowing some of the pros and cons of each option will help determine the best choice to build your marketing editorial calendar.
Project/task management software
Tools like Trello, Airtable, Basecamp, or Asana are great for organizing tasks, collaboration stages, and asset status. They include tagging, annotation capabilities, and drag-and-drop functionality that make them ideal for tracking content from ideation to execution.
For example, Clare McDermott recommends Airtable for content planning because it combines elements of spreadsheets and databases.
@Airtable is amazingly useful for editorial calendar planning because it’s an elegant combination of spreadsheet and database, says @clare_mcd via @joderama @CMIContent. Click To Tweet
As shown in her editorial calendar template example, one calendar tracks multiple elements – the headline, author, deadline, topic/category, and production status.
You can use filters to zoom in on specific details about the content pipeline, such as articles by a particular author or assets that include visuals.
However, some project management tools build templates with developer or marketing needs in mind. You need to adapt them to work well in an editorial environment – which could become more of a time-suck than a time-saver.
Editorial workflow management platforms
Dedicated content management and editorial workflow software can offer editorial calendaring features better suited to the needs of content marketers. They are also more likely to integrate well with other enterprise content technologies, like your CMS (e.g., WordPress), email marketing systems, or asset management tools.
All-in-one systems can be complex and pricey, so they may not be the best option for small teams or smaller-scale content marketing programs.
Fortunately, some offer free editorial calendar templates without purchasing a software license. They may include advanced features that would be hard to build on your own.
For example, ContentCal asks a few questions, such as your types of content, publishing frequency, and target platforms. With that information, it creates an annual calendar with target publishing dates for each type of asset.
Spreadsheets
You can always start with a simple Excel spreadsheet or a shareable Google Sheet. It’s easy to configure them to track fundamental tasks like production steps and publishing dates for a blog or social media posts. Just label the columns and rows for all the information you need.
For example, the CMI editorial team bases its editorial calendar on a template like this one for the blog. It details the production information for each day’s article – headline, author, topic category, and workflow status. (Download your own copy and adjust it as needed).
Uploading your spreadsheet to a cloud-sharing system (like SharePoint, Box, Dropbox, or Google Drive) makes it easy for your team to access and update the information as each asset moves through the process.
Spreadsheets lack advanced features that make complex workflows easier to manage (like content that involves sales or requires developer skills). They also can quickly get unwieldy when tracking multiple processes like creation and performance tracking or multi-channel content experiences.
Also, spreadsheets don’t always integrate well with other enterprise systems and processes, so consider your collaboration needs before choosing this option.
Start with essential workflow details
How you fill out your editorial calendar ultimately depends on your goals, resources, and content plan. At the most fundamental level, it should include these fields for each content asset:
- Date of publication
- Topic or headline
- Author
- Required features – cover image, video or audio asset, ad obligations, etc.
- Owner – who manages the workflow for that asset and/or approves the final piece
- Status – update as the content moves through the publishing cycle
Add useful extras
Depending on the content and workflow, you may want to track the following elements to ensure your content follows the strategy over the long term.
Distribution channels
When working with multiple channels, tracking the where and when of distribution is critical.
You can use this starter template as a model. It tracks basic publication details for each channel, such as the targeted personas, publishing frequency, and topics. This example also includes fields to identify relevant calls to action and target KPIs.
While CMI was used as a reference for this template, the content does not reflect its channel plan. Click to download a copy.
TIP: Learn to build a channel plan to put your content in the hands of the right consumers at the right time.
Content formats and types
Are you focused on a single type or multiple types of content (e.g., blog posts, podcasts, videos)? What format(s) will be used for those types (e.g., live streaming interviews, scripted presentations, product demos)? Tracking this information is helpful, especially when repackaging your assets into other formats or for use on additional platforms.
Visual elements
Don’t overlook the appeal of visual content in terms of social-sharing potential and brand recognition. Tracking the visuals – such as cover images, logos, illustrations, or infographics – ensures your content has a consistent look and cohesive brand identity.
Topics/categories
Including topics and categories makes your calendars more searchable and can help uncover opportunities to fill coverage gaps.
Keywords and other SEO metadata
This information includes meta descriptions and SEO titles (if different from the headlines). Including these details in the editorial calendar visually reminds you to optimize the content for targeted keywords and align with the business’ SEO strategy.
Calls to action
Tracking CTAs on your editorial calendar ensures every content piece is focused on achieving a goal for your business.
URLs
Tracking the URLs of each published piece can help content inventories and audits and make it easier to build backlinks to your highest-converting content assets.
Repurposing details
You can add fields to indicate the content’s last update date and its performance against a target KPI. Indexing this information turns your content marketing editorial calendar into a mini content audit to identify high-performing content to recycle and republish.
Sample
Manick Bhan offers a sample template for this small-scale content audit. In addition to tracking the content’s original and updated publication dates, it includes the page title, author, total impressions, and topical category.
3. Keep your editorial calendar filled and focused
A consistent publishing schedule requires a steady flow of engaging topics and ideas to turn into valuable content.
Incorporate a running list of story ideas into your editorial calendar. The list can also be an easy reference when looking for gaps in your coverage or provide extra inspiration for your team’s creative brainstorms.
Ben Taylor, founder of HomeWorkingClub.com, suggests using a card-based project management system like Trello. “Create a column for ideas, then anybody on the team with access can submit them,” he says. For ideas you plan to take forward, just drag their cards into your workflow.
@homeworkingclub likes @trello for #brainstorming because it lets ideas move easily through your #content workflow via @joderama @CMIContent. Click To Tweet
Again, the fields to track content ideation can vary. At a minimum, track the following:
- Topic idea
- Owner of the idea
- Target keywords/categories to which the content would map
- Who might be available/qualified to author the piece
- Marketing goal the idea aligns with
- Projected publishing timeframe
4. Evaluate more ways to use editorial calendars
Editorial calendars can be helpful for a range of content marketing tasks beyond tracking your creative process and managing your publishing workflow.
Diversity and accessibility compliance
To ensure your content complies with accessibility standards and features diverse perspectives, include those details in your tracking system. For example, the CMI editorial team’s calendar includes a field to note that the content has been reviewed for inclusivity considerations and/or highlights the expertise of writers from diverse backgrounds.
External collaborations
If you work with external content contributors and influencers, add the relevant details of those engagements to the content marketing editorial calendar.
Whether you use dedicated influencer management tools or just add a separate tab in your main editorial calendar spreadsheet, these details can simplify the assignment process and ensure on-time assets:
- Writer’s name
- Contact details
- Preferred topics
- Standard turnaround times
- Channels and platforms they work with
Reporting
Keeping a record of the content as it is created gives you a head start in tracking the performance of each piece and regularly sharing the results with your team and upper management.
You can add columns (or tabs) to your main calendar to keep on hand the most relevant analytics like page views, clicks, or conversions. Alternatively, you can grab the most pertinent information about the content from the calendar and plug it into a separate reporting template.
Aligning content across the enterprise
Sharing your content calendar with sales, marketing, HR, public relations, and other departments helps them understand and better leverage your content efforts to further their own goals. That connection may make them more likely to alert you when they’re involved in new events or opportunities that might spark fresh ideas or impact your project priorities.
Ease your process pain with the right editorial calendar
The possibilities are practically endless when it comes to using editorial calendars to organize your content marketing and keep your efforts moving in the right direction. What additional tips, tools, and ideas have worked well for your calendaring efforts? If you have other suggestions, please share them with your fellow content marketers in the comments.
All tools mentioned in the article are identified by the author. If you have a tool to suggest, please add it in the comments.
Cover image by Joseph Kalinowski/Content Marketing Institute
Updated from an April 2017 post.
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MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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