An Editorial Plan schedules the release of specific content over a specific period of time. There are a lot of variables to consider when creating the editorial plan for your business. I will discuss in further detail as we go through, but the basic principles to consider are:
Creating an intentional editorial plan for a marketing calendar is essential when you are looking to maximize your effectiveness. By this I mean anyone can create a Facebook post on the fly and generate some interest. However, it takes, time, energy, and a lot of planning to get all of your messages creating a path for your prospects and clients to follow that will continue to lead to you.
One of the most common editorial plans will be focused around holidays and events. For instance:
- January – New Beginnings
- February – Love; Ground Hog’s Day
- March – Spring; St. Patrick’s Day; Day Light Saving Time Begins
- April – Showers (Rain); Easter; Arbor Day
- May – Flowers; Mother’s Day; Cinco De Mayo; Armed Forces Day; Memorial Day
- June – Vacation; Father’s Day
- July – American Pride; 4th of July
- August – Back to School; Senior Citizen’s Day
- September – End of Summer; Labor Day; Patriot’s Day
- October – Halloween; Boss’s Day
- November – Thanksgiving; Day Light Savings Time Ends
- December – Christmas; Hanukkah
If you do not want to make your plan based around holidays, maybe you have your own special holidays (people make new holidays up all the time!) Maybe you already have special trainings and other events you can focus your topics around.
Once you have the topics, you will need to decide how often you will be delivering content. It could literally range from multiple email/posts per day to one time per month. Each target market you are speaking to will have a different tolerance level for receiving content from you. Honestly, you can not deliver too much content as long as it adds value to the prospect/clients life. I’d say start out at least once a week and see what works for you as you move forward.
Next you will need to decide the method of delivery best for your message. Each piece of content will need to be delivered in different ways based on message type, length of the message, and the type of content. For instance, on snapchat a 10 second or less video is the best way to deliver content on that platform. For Facebook, a video, short sentence, or picture works. For instagram, a picture works best. For LinkedIn, a blog post. By the time you read this, it may all be different too. The key is to create the content first, then make it work for the delivery method.
The most important principle to keep in mind when creating your editorial plan is to deliver value more often than you ask for money. The conversation is all over the board with how often to ask for a sale. Ben Settle would say, sell with every email. Gary Vee wrote a book called: Jab, Jab, Jab, Right Hook (translated: Give, Give, Give, Ask) . Others say, Give 9, Ask 1. I think both ways CAN be right, depending on the method of delivery, the frequency of delivery, and the tolerance of the consumer of the content. Bottom line is to make sure you provide value.
Remember, people will watch 5 hour videos or read 10, 000 word blog posts if it has information they are interested in.