Once you have your strategy in place, it’s time to get down to the nitty-gritty of publishing. It’s time to determine the types of content you will be producing and where and how you are going to publish it. It’s time to setup an editorial calendar.
But I don’t want you to think of an editorial calendar as a series of items which you post over time. I want you to think of an editorial calendar as a way of engaging your customers at different stages of your customer relationship. I want you to think about how you tie content to ROI – and to delivering value against your key performance indicators.
Take a look at the content grid chart below (hat tip toiLoveCharts). It is a great starting point for your content planning. Think particularly around the borders between elements. What kind of content will help your customers move from awareness to consideration? How can you brief and deliver your creative elements in such a way that they remove barriers for your customers moving from one stage to another?
And finally, find easy ways for your customers to engage and buy from you. Don’t make it too difficult. And once they buy once, make it easy to do so again. Help them talk about their brand experience. Encourage it. And remember, every little tweet is magic. Every Like can recommend. And sometimes the best branded content you can have is produced by someone else other than you.