If you handle the marketing for your organization, you know the importance of having a strategy.  You’ve also probably spent hours working on a marketing plan, but where do you go from there?

An editorial calendar is one of the most important parts of a marketing strategy, yet many people don’t have one. An editorial calendar allows you to plan out when and how you will reach your target audience through a variety of marketing efforts – consider it a road map for marketing success.

Not sure where to begin? Follow these four steps to create an effective editorial calendar.

  1. Evaluate your target audience. Who are you trying to reach through your marketing efforts? Also, think about which tactics and outlets would be the most beneficial in reaching your audience.
  2. Understand your goals. Is your goal to raise awareness of your organization, sell more tickets, generate more leads or all of the above? By starting from the ground and working your way up, you can evaluate which tactics are going to help you achieve your goals.
  3. Begin filling in your editorial calendar. First, decide what days you are going to utilize each outlet. Perhaps you want to blog three times a week and post Instagram Videos on Fridays. Whatever the case, think through what content you’re going to post and how it will correlate with your other posts.
  4. Plan out time to implement your strategy. Let’s face it – just throwing content on a few social media outlets is not going to lead to success. As with any goal, it takes hard work and time to achieve. Block out at least an hour a day to spend on social media and then evaluate how effective you think it was.

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