Entrepreneurs looking to build a strong social media and blogging presence can take a page out of their book and build 
an editorial calendar as well. The time spent putting together an editorial calendar will make your blogging and social media duties easier during the year because you won’t be stressing about the “what am I going to write” today blank page phobia.
Business owners know their target audience but if you don’t, you need to take time to uncover who your ideal customer is. An ideal customer is one who has a need for your unique goods and services and will not only turn to you as a trusted resource but will help spread the word about who you are what your business does. Whether you’re a budding entrepreneur or a long-time business owner, developing a marketing plan is crucial to the success of an editorial/marketing calendar. Once you have an editorial calendar in place you can even “tease” readers and site visitors with what’s coming in the future.
Jump-start your editorial calendar with these simple steps:
- Do you operate a seasonal business? If you have ebbs and flows throughout the year, plan your editorial calendar and social media status updates accordingly. Can you offer information that correlates to the season for your potential clients?
- Plan when you want your editorial calendar to stop and start – the beginning of the year to the end, during your seasonal highs, the day you read this article? Once you choose a starting point for your editorial calendar you can work on marketing and filling in the dates and information about which you will write.
- Add special events to your editorial calendar. If there are key occasions around your specific industry – ie National Automotive Week, Tax Filing Deadlines, National Pet Adoption Month, etc., incorporate them into your plan. Here’s a source for national and obscure events (http://www.brownielocks.com). Choose at least one holiday-specific item per month to set yourself apart from the competition.
- Choose the topics around which you will blog about and put social media status updates. If you’re going to be blogging, choose several categories on which you want to write. Try to choose fewer than 10 categories to keep it manageable then slant your editorial calendar toward those categories.
- When you’re blogging and posting status updates to your social media platforms, make certain you work keywords into the posts. Know how you’d like to be found, ie: Toledo accountant, Tampa, Florida real estate professional, freelance writer, pet groomer, etc…. Search Google to determine how your competition is being found and how you are being found during a search. If you’re looking to change your focus write your articles toward the new keyword objectives so you amp up your SEO. Key word content will help drive visitors to your website and will help you be known as the expert in your field.
- “Evergreen” topics are always popular. Just check the newsstands when the New Year rolls around and you’ll see topics such as, “Top ten ways to get in shape,” Top ten ways to make sure your resolutions stick,” Top tips to build your freelance writing career,” and so on. Create pages on your website that mirror magazine set ups – guest columns, industry news, book reviews, etc. These column ideas will help develop your annual content.
Business professionals, regardless of their industry, can make their mark and set themselves apart from the competition through the implementation of a well thought out editorial calendar as part of your overall marketing campaign.