I have a problem with editorial calendars for content marketing. Maybe it’s just that I’m spoiled by my years as an editor in the newsroom, but spreadsheets and Word docs just aren’t cutting it for me. And yet, today, as I download yet another “how to plan your content marketing strategy” ebook from a marketing agency, here’s what they recommend: a spreadsheet.
Editorial calendars are the nervous system of your content marketing strategy. Heck, they’re the nervous system of your whole marketing strategy. But they really need to WORK for you. And spreadsheets are just clunky. They aren’t easy to edit, to insert images into, to capture links, or use for collaboration in teams. You can’t hold a discussion or leap nimbly from Web to spreadsheet to social network.
What’s more, there’s no easy way to create a bird’s eye view or effectively manage dozens of social accounts. It makes both strategic and tactical planning cumbersome and inefficient.
But if I’m really honest with myself, what I really want is an editorial system. I want something that allows me to plan several months out, manage the process and all the specifics easily, allow for agility and flexibility when situations change or opportunities arrive, and distribute across my marketing channels effortlessly.
Dear journalist friends, does this sound familiar? That’s right. Media outlets do this every day. They have publishing systems, style guides, and processes that make it possible.
Here are my requirements for the perfect content marketing editorial system (and this is just a start):
- Ease of planning
- Short term view
- Long term horizon
- Ease of sharing (with clients and teams)
- Ease of collaboration (for clients and teams)
- Integrated real-time monitoring of topics (to easily curate)
- Ability to distribute and share to multiple channels
- Ability to customize messages for each channel
- Ability to repeat posts easily (copy / paste)
- Copyright compliance detector
- Plagarism detector
- Analytics (graphics, customizable data points, ability to download to a spreadsheet)
- Mobile enabled
- Fully integrated with all platforms from CMS to social network
How about you? What are your requirements? Tell me in the comments below. I’d love to hear them. And I promise to consolidate them into the ideal wishlist and publish it here for reference.
I’ll even go a step further: Over the next few months, I’m going to test, evaluate and review tools for managing editorial calendars and social media. I’ll use our ideal list to do that. So, comment away!