CREATE AN EDITORIAL PLAN
An editorial plan is a method of planning and managing the development of content. This plan not only gets you organized in your content strategy, it also ensures that you remain consistent with the content you develop. Consistency counts when producing high quality content that will reflect well on your brand.
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If you are working with others in the creation of content, an editorial plan allows you to effectively organize the team in terms of research, content development, distribution and marketing. It also shows who is supposed to do what, when and how while at the same time determining the type of content to be created.
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In creating an editorial plan, it is best to determine what you want to include in the schedule and what should be excluded. For example, the plan should feature milestones geared towards the constant publication of content. It should also include a strategy for synchronizing content with product launches and marketing efforts.
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In addition to this, the editorial plan should take into consideration important dates that determine the type of content to be created. For example mother’s day, Christmas day, product campaigns just to mention a few.
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An editorial plan should at least contain the content name, the type of content and the source, where it will be distributed, when it will be published and the deadline for content development.
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Another important element of the editorial calendar is the metadata. These snippets of information allow you to track the milestones you are working on. The tags you use can be as diverse as is necessary for your tracking. You can include tags related to your target audience, product campaign cycles, the type of content, the publication date and others. The metadata allows you to keep track of your progress while at the same time showing you where you are presently with you content strategy.
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The content format is essential. To ensure that you maintain consistency and keep the content relevant to your overall goals, incorporate a style guide into your editorial plan. The content style guide can also develop into a social media policy that shows how social media responses and messages should be conveyed. Consistency in your content will ensure that you are not sending different messages about your brand. In the style guide, indicate what the tone of your content will be. Of course, this will depend on your target audience. You also need to consider what you would like to convey through your content. A younger audience may need a friendly and conversational tone when it comes to content marketing. On the other hand, if your content speaks to professional groups, the tone may be informational and straight to the point.
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