How to create an editorial schedule that delivers value: 5 things to keep in mind

The similarities between personal and business purchasing are interestingly close. Both personal and business buying decisions are influenced heavily by knowing a brand and trusting its representatives, along with how much the product or service in question can be personalized/customized. Testimonials or referrals from friends, colleagues and family also play influencing roles, as does web content and content marketing such as videos and case studies.

What does this mean for marketers, especially brand and content marketers, who sweat blood to produce influential, break-through-the-noise content? And how do we use this information to inform our editorial process?

1 – Be clear about who you are

Be clear about your brand - Hot Quill, Roshan JamesBeing clear about your brand from a content perspective involves a careful study and articulation of the words you choose for communicating about your brand. It also means that you carefully select what content you will develop, what you share and how/where you share it. Each word, each share contributes to your brand’s story – your brand’s personality.

Being clear about your brand also means helping the people in your organization understand your brand voice and how they can use it in their interactions with everyone from potential and current clients to prospective employees and business partners. If the people who work in your organization and those who work closely with your company are clear on who you are, it’s more likely that people one, two or three steps removed will “get it” too.

2 – You don’t need to publish to fill a quota

People will find you when they need you if you have put in the time and effort to be an intelligent and thoughtful resource. Yes, you should publish informative, relevant content. Yes, appearing to be active and current as a source of information is important. However, giving in to the compulsion to fill the airwaves on a specific frequency could weaken your overall message if you are simply filling space. Keep your message strong by keeping it simple.

3 – Be real – get ahead of issues and celebrate significant wins

When you have something meaningful to say, say it. When you don’t, don’t. When you know something is about to go off the rails, address it. Not every little detail deserves airtime and people know when you’re taking their time for granted; however, people are also sensitive to inadequate communication.

How can you be judicious in what you communicate? Ask yourself if the message or story you’re thinking of sharing aligns with your brand’s key messages. Does it illustrate or demonstrate one or more of your core values? Does the message strengthen your legitimacy as a brand.

4 – Make it personal

Look for opportunities to address individuals and their needs in a way that demonstrates you’re focused on them. Can you track and assess individual interests to provide relevant content? Can you incorporate peoples’ names into eblasts, offer content, images and videos? The more you can tailor your messages to this specific level of granularity, the more likely the people you’re sharing with will take notice and feel more of a connection to what you’re trying to communicate.

How to create an editorial schedule that delivers value: 5 things to keep in mind

5 – Be the choice you want them to make

Question your value – always. Because they will. Why should they come to your event? Read your Facebook post? Watch your video?

Offer valuable content that outweighs alternative options for how a person might spend their time. For example, consider if your webinar will provide enough helpful information to make it worth someone’s time away from the job they get paid to do – clearly articulate this value.

Or ask yourself if you are inspiring or informing your audience in a way that demonstrates your understanding of their needs and helps them improve their decision-making – clearly articulate this value. Value.

One more time…. value.

Challenge: Take a good hard look at your content calendar and ask yourself – are you communicating to be seen or are you communicating to be heard?


  1. Great advice

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