As part of a b2b inbound marketing strategy , managing a blog for your buyer personas represents a powerful lever, but often time-consuming. Have you set yourself a more or less regular publication pace, but you are not anticipating enough? Do you often find yourself caught off guard without an idea for a topic for your next article, or in lack of time to write it? In this article, Palau Email Lists find out why it’s important to set up an editorial calendar for your b2b blog, and how to get started. Why establish an editorial calendar? Maintain a coherent editorial line for your target A professional B2B blog will logically deal with subjects related to your field of activity and that of your target. However, coming up with ideas for topics can be complicated, especially after several months of publication: you may feel that you have already covered the topics you could cover. Having an editorial calendar then allows you to have an overview of what has already been dealt with or not and thus to comprehend your content strategy in a global manner . If your blog has several categories, it is interesting to analyze how many articles are attached to each of them, in order to avoid too great an imbalance.
Thus, the calendar will bring logic and relevance to your editorial line . The editorial calendar at the service of SEO strategy When you start the adventure of a B2B blog, it is essential to include SEO in your content strategy . Since SEO is long-term, using an editorial calendar is ideal for planning your content creations based on the most important requests for your target audience. Identify the keywords on which you want to position yourself and plan the publication of articles dealing with these subjects. Centralize content production information in one place In the long term and without an editorial calendar, it becomes more and more complicated – if not impossible – to keep an overview of all the content on your blog . The editorial calendar then allows you to keep track of the content already published: you thus facilitate the definition of your future subjects. For articles in production, the use of the calendar facilitates collaborative work , allowing everyone to know the next deadlines and the people involved in the production of the content. What should an editorial calendar contain? Certain elements are essential to see clearly. Above all, your editorial calendar must contain the items you need to develop your inbound marketing strategy.
Your starting model should not be frozen, on the contrary! It is indeed relevant to make it evolve over time, according to your results and needs. Regarding the essential information to find, these include:The title of the article , and / or a reference (a number for example), in order to quickly find the content and to be sure that everyone is talking about the same, especially when several relatively similar subjects have been treated. The URL of the article , once published it is always relevant to add it in order to find the article in one click. The category your article is in: it is important to be able to know at a glance how many articles are in each category. This will allow you to keep a relatively balanced proportion. The keywords on which you are positioned with this article, in order to vary the SEO objectives from one article to another and to be positioned on a maximum of strategic queries for your activity. The person assigned to writing the article, in order to know who to contact in case of questions or comments. The planned publication date then effective, in order to plan regular publications over time and meet deadlines. The status of the article (brief, writing, validation, published, etc.). This information is particularly relevant when several articles are in progress, or even distributed among several writers, in order to always know at what stage each one is to ensure that the stipulated deadlines will be respected. Internal links integrated into the article, in order to effectively work on your internal networking. This will improve your SEO ranking and therefore your positioning in Google search results. The level of the purchase cycle in which the item is located (discovery, evaluation, decision), in order to distribute the number of items equally in each category . The targeted buyer persona , among your different buyers personas (target customers).
This will allow you to have the target of your article in mind and to adapt the writing accordingly. In addition, this will allow you to ensure the balance of your content marketing strategy : you must address your targets fairly so that everyone can find the information they are looking for on your blog. This list is not exhaustive, but it is a good basis for setting up your content marketing strategy. Design an editorial calendar Read also: B2B Content Marketing: 10 best practices to put in place for your content strategyWhat tools should you use to create an editorial calendar for your professional blog? Today there are many free tools and software suitable for setting up an editorial calendar . We advise you to opt for a collaborative solution, so that all team members can have access to the tool and contribute to your editorial strategy with ease. Excel Known to everyone and easy to use, especially when editing an editorial calendar that does not require any complicated formulas, Excel is a very good alternative to start the exercise. Using a color code can help you navigate quickly and know at a glance the progress of each item. Only downside to note: the inability to work with several simultaneously on the same file. Trello Trello is a free collaborative tool that is easy to use thanks to its very intuitive interface. You can indeed arrange the “cards” as you wish, change the format at any time, play with colors, and so on.
There are many options, so you can categorize according to the information you deem the most relevant. For example, you can create a list by writer and include cards corresponding to the articles assigned to them, or a list by status (subject validated, creation of the brief, published, etc.) with the corresponding articles inside … Your options are endless. In addition, the functionalities offered by the platform are very numerous: you can leave comments, divide a task into sub-tasks, set a deadline, integrate attachments,Wunderlist Wunderlist is also a very easy-to-use collaborative tool. It works mainly on the basis of checklists that you can themselves split into sub-tasks. You also have the option of setting a deadline, entering notes, setting up reminders, or inserting an attachment. You can also work with others on this type of platform, and organize it in the way that suits you best. Asana Asana is a very complete project management software, often used in companies during group projects. The free version allows the management of an editorial calendar for a maximum number of 15 users. As for the first interfaces presented, there are features such as the assignment of a task to a member, the definition of deadlines, the publication of comments, the integration of attachments, visibility in calendar mode, etc. Google Calendar, Outlook Calendar The basic calendars linked to your mailbox can also be very useful in your development of an editorial calendar. To start, this may indeed be more than enough.
You tag the person responsible for the article in question, enter a reminder in their calendar for each of the creation stages and fill in the important information relating to the article in the space dedicated to comments. You can then migrate to a more complete solution without losing anything from previous publications thanks to the histories offered by the platforms. Now you know why it makes sense to incorporate an editorial calendar into your inbound marketing and content marketing strategy, and where to start. Nonetheless, while the editorial calendar helps you follow a guideline, it is important to be flexible: a “hot” topic for your target represents a high potential for traffic in a short period of time and should be a priority in your publication calendar. . To capitalize as much as possible on the content you produce, we recommend setting up a marketing automation tool . This will allow you to viralize and distribute your content as best as possible on social networks in order to reach the right target at the right time, and thus give all its power to your production.