Your organization creates a blog. Check. Your organization regularly posts content to its blog. Err…
Regularly posting content is the key to blogging success. Busy consumers will not wait for your brand to post content when it’s in the mood to post content; you can be sure if your brand doesn’t provide the information they need, they will search for that information elsewhere.
Now, I’m sure you’ve heard this before. And I understand saying it and doing it are two starkly different things. In fact, all of us at SyneCore Tech have struggled as of late to get back into consistently posting content. As business floods in, blogging is often the first to fall by the wayside. But, brands (our company included) must be forward thinkers; the benefits of blogging cannot be seen in a day. Rather, blogging is a strategy that requires consistency.
So, just how do you maintain consistency on your blog? Well, let’s figure that out, together.
Firstly, posting “regularly” will mean different things to different businesses. Some will want to post daily while others will post weekly. Your posting frequency will depend largely on your available resources. At the very, very minimum you should post at least once a week, but once a day is ideal. Also, set reachable goals. Perhaps this month’s resources allow you to post twice a week. So, set that as a goal and stick to it. You can always increase your blogging output later on.
Once you’ve decided on a posting frequency, it’s imperative that you stick to that schedule. Your readers need to know when they can expect new content.
In order to stick to that schedule, try an editorial calendar.
What Is An Editorial Calendar?
An editorial calendar is a timeline of blog post topics and scheduling dates. Depending on your business’s needs, your calendar can include just include "blog" or the title/topic, keywords, links to resources and the writer, as well.
A digital or physical calendar will work. Our project manager at SyneCore, Martha, recently set up the following calendar for us:
Ultimately, your business must find the process that works most efficiently for you. If you communicate mostly via email, perhaps a Google calendar is your best bet. If you have an open workspace, try a whiteboard calendar on the office wall. Or maybe both a Google calendar and whiteboard calendar are needed to hold your team accountable.
Build Your Calendar
Once your organization has decided on the best editorial calendar format, now it’s time to build it. Let’s say you’ve decided to post content every Tuesday and Thursday. On each Tuesday and Thursday of the month, write the following:
- Blog title/topic
- Keywords (optional)
If you have several writers contributing to the blog and would like to have each blog edited by another pair of eyes (a smart idea), then your calendar should not only include posting dates but also due dates for first drafts.
To ensure follow-through on your editorial calendar, create an entire month’s calendar (topic and writer included) by the end of the previous month. Doing so holds all writers accountable and ensures you’ve thought blog ideas out ahead of time.
Organizing Content and Writers
Have multiple writers contribute to your business blog. The different voices and styles will keep your brand’s content fresh and engaging. Doing so also ensures no one blogger will be overwhelmed.
An editorial calendar can also help you coordinate your blog’s content. For example, maybe Wednesdays always feature “How-To” articles and Fridays are reserved for for “Q&A’s.” Or, perhaps you even have a series of “How-To” posts throughout the month.
While not the most thrilling of topics, editorial calendars are essential to blogging success. Blogs are successful when they are regularly supplied with fresh content. Thus, when executed correctly, editorial calendars ensure accountability and follow-through – a win for both your brand and your consumers.