What is the purpose of an editorial calendar and how can they significantly benefit a business?
As a marketing tool, companies can use an editorial calendar to have a better understanding of each social media outlet in a way that allows them to utilize their full potential. With a structured plan one has the ability to map out media content months in advance which allows flexibility to manage any long-term goals. This can benefit you greatly by making it easier to allocate tasks associated with every aspect of a social media campaign accordingly to make sure they run as smoothly as possible.
According to Beth Levenson there are several benefits from actively incorporating an editorial calendar in a marketing strategy.
Strategic Planning- Following seasonal patterns and consumer trends can significantly benefit the amount of publicity a social media campaign can receive throughout a desired period of time. Planning ahead provides companies with the ability to introduce new products or services that would be well received among consumers. For example Columbia’s Twitter activity provides relevant content for various seasonal trends.
Developing Creativity– A substantial period of time between the thought process of a creative team and the launch of a social media campaign can greatly improve the quality of content that is delivered to consumers. This can make the message more influential among the target market. Creating a meaningful social marketing advertisement has a much higher chance of being well received from the audience.
Consistent posting on social- Adhering to the needs of current consumer is an important aspect of a successful editorial calendar. Companies need to be up-to-date with posting relevant social media content to continue dialogue with current customers. The vast majority of your audience wants to feel relevant by being talked to rather than talked at. Relevant information is what keeps people interested in the ideals of your brand.