Your Editorial Calendar: Part 2, the content & visuals.

In the last post, Your Editorial Calendar: Part 1, the overview, we covered what an editorial calendar and content management are, and what big picture items you need to assess before starting your online marketing plan. Please be sure to read it here.

Today we are going to cover many ideas of how to create unique content for your editorial calendar. The goal with your editorial calendar is to organize your marketing plan so it is easy to execute. It's an organized calendar that you create yourself weeks and months in advance to keep you on track. We use a shared Excel sheet to keep track of our content and ideas. Not very sexy but it does the trick and it's accessible anywhere.

The Plan

  • Goals. Are you looking to sell something, get newsletter sign ups, share an event, create community around your art practice? Anything goes! And your goals might change month to month, or weekly.
  • Themes. When looking at the year ahead and your goals, it might be helpful to start off by choosing themes for each month on which to base your content. We use that approach because we have so many tips to share, we wanted to organize 2016 by monthly topic. It could be that your theme is based on an event, a new project or a product. The key is that you have a focal point and you can elaborate on this theme to share unique, detailed and powerful content!
  • Consistency. If anything, be consistent in your sharing and in your message. Keep your personal social media accounts separate from your professional accounts, unless it all makes sense. Be active and consistent in your sharing; your audience cares!
  • Platforms. What platforms will you be using to share your content? Newsletter, social media, blog posts, guest articles? We will cover the power of each significant platform in the next post.

The Content

  • Your voice. In the last post, we wrote about determining your unique story as an artist. This exercise is crucial because it centers your marketing plan on your work and gives you the language and confidence to talk about it. It keeps your message clear, so consistency is also valid in this context. This also applies to your bios and social media handles: make sure that your "about" is unique and consistent.
  • Frequency. Depending on which platforms you use, you may have to post multiple times daily (Twitter) versus once a week (a personal journal or blog). Figure out what you can handle in your schedule and what the platform dictates.
  • Hashtags. Don't forget to use hashtags when appropriate to make your work easier to find!
  • Call to action. Ask your reader to engage with your content. Do you want to direct them to your website, sign up for your newsletter, or comment?
  • Share and be generous. The more you share and open up, the more engagement you will receive. By keeping your content relevant and powerful, you will be creating a genuine marketing plan that your audience will look forward to seeing and that will resonate with them, and with you.  This also applies to engaging with others on social media platforms; it's a two-way street!
  • Recycle. If you are an active Instagram user, share some image highlights on your blog. Do you have years worth of wonderful posts from your blog? Share them again on social media platforms. Good content will resonate over time.

The Visuals

  • Beautiful documentation of your work. Don't ruin all of the work you have put into developing your unique story and compelling content with bad pictures. Your images that you share should be consistent and visually compelling.
  • Design matters. As your bio and social media handles should be consistent, don't forget about consistent good design in all of your materials. Font and color choices are as important as the content and images.

Here is a list of content ideas for your editorial calendar:

  • News: awards, press, other updates
  • Events
  • Website Updates
  • New Work
  • Work in progress
  • How To: ways to share your process
  • Behind the Scenes: your work in progress, your life as artist or creative
  • On Site: live posting at a relevant event
  • Sharing other relevant content: cross promotion, articles, etc.
  • Promotion of products, services or events
  • Blog/Journal: can be written and/or visual posts

In the next post, Your Editorial Calendar: Part 3, the platforms and tools, we will be covering all of the best strategies for the different platforms you can use to make your Editorial Calendar come to life!

What other ideas do you have to create amazing editorial calendars? Please share in the comments below!





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