You’re about to go on a long road trip to a destination you’ve never travelled to before. Clothes, music, snacks: everything you need is packed. But wait! What about a map or a GPS?
You wouldn’t embark on a long trip without directions, so it’s amazing that people try to implement a long-term content marketing strategy without a roadmap for the project. The document we’re referring to goes by many names, but we usually call it the Publication Schedule. The Publication Schedule outlines all the content you’ll be creating over a certain period of time. It’s absolutely crucial because it helps you plan ahead, and then helps you stick to the plan when the going gets tough.
How do you create a Publication Schedule? What information goes in it?
- To get started with your Publication Schedule, first list all the different types of content you plan to incorporate into your web marketing strategy. These could include:
- Blog Posts—the cornerstone of every web marketing strategy, blog posts are ideal for SEO and inbound traffic because their length and variety of topics provide plenty of content for search engines to pick up on.
- Emails—sent straight to your subscribers, emails help to keep the customers who are already interested in your brand “in the loop” on sales, new features, or industry developments.
- Newsletters—a particular type of email that serves the purpose of providing recent news about your company or products.
- Social Media Posts—you can use these various channels to get your message out to your target demographic, and ideally get them back to your website.
- Content Curation—not all of the content you share has to be your own. Curating relevant content from other websites is a great way to engage the audience without having to constantly generate content.
- Then, figure out the ideal posting frequency for each of the above categories. For example, blog posts tend to work well on a weekly basis. Newsletters, because they arrive in your customers’ inboxes, are best kept to monthly to avoid the perception that you’re spamming people. On social media, where things move fast, a weekly post would get lost in the shuffle too easily—instead, posting daily or every other day can keep you on top of your fans’ News Feeds.
- Once you’ve figured out the frequency for each type of communication, build a calendar around them. Now repeat after us: “This is my Publication Schedule. There are many like it, but this one is mine…”Do keep in mind that for each piece of content, you’ll likely be working with several different due dates: initial brainstorming, writing, revisions, and posting. It’s usually best not to try to think of a topic or to write the content right before it needs to be posted. You’ll be rushed, and it won’t be your best work. That’s precisely the problem the Publication Schedule tries to solve.Instead, you should try to create all the content in one category at the same time. For example, many websites choose to create all their blog posts for the month at once, or all their social media posts for the week at once. This increases both content quality and time efficiency.
- Lastly, don’t forget to create synergy. To get the most mileage out of the content you create, you shouldn’t keep it limited to just one category. A blog post can also be sent out via email to your subscribers, and a summary and link to it can be posted on social media.
The Publication Schedule is one of the easiest ways to improve the chances of success in web content marketing. If you create one and manage to stick to it, we guarantee you’ll be impressed with the results you get.