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Got ideas? Now it's time to put them into practice. And the first thing you need to do is organize the chaos of topics and ideas. Your first step is an editorial plan.
Editorial plan
It's a necessary evil: without a publishing plan, you won't get very far. It organizes and structures, helps you soberly assess your options and wisely allocate your time and energy. Make a plan in advance - and you will avoid situations when, six months later, it turns out that you are blogging, but have completely forgotten about the important "About Us" page.
There is no single correct advice on how to create a red plan. The main japan mobile phone numbers database thing is that it should correspond to your tasks and goals. We recommend that you write down in one document the audience, what they are interested in, what tasks you set — and then, based on this, create the main headings. Then determine which posts should appear and how often. If you think you need more cases, plan one case per week. Do you conduct unique research? Indicate this in the plan: once every two weeks you write about your experiments and their results.
And then decide which posts you will write in each section. And remember: your plan is a living document, and it will constantly change. Has a hot topic emerged? The plan has been updated. Has one of the authors left? The plan has changed.
The simplest option is a regular calendar with topics distributed by days. You can also use a wall calendar with a pen.
An example of a simple editorial plan
If you are responsible for content for several companies at once, the plan will be more complex: you will need to specify categories, authors, types of content and type of promotion.
Another option is to create a truly comprehensive red plan, where each stage and the state of each material will be described. This is convenient if you manage the process of the entire team, and the tasks require a lot of time. The main thing is that everyone responsible always has access to the calendar. And it will look something like this:
An example of a complex editorial plan
In such a plan, you can cover all stages of content marketing: from the idea to promotion. If you are targeting several countries, add translation to the plan. Or just localization: somewhere you will need to change the currency, somewhere edit the prices, and somewhere adapt to local realities and add a bit of local flavor.
Here is the Look at Media red plan , which allowed them to make up to 100 materials on 4 sites. Read more at the link.
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Distribution of roles
Then, once you have a plan, you need to spell out who is responsible for what. Who will evaluate the results? Who will edit the articles? Who will update or delete outdated articles? And who will run everything, direct the workflow, choose and manage the CMS?
It's convenient when one person leads everything - he sees the process as a whole and thinks strategically. And small steps can be distributed among the rest of the team. Moz recommends an article on how to plan and manage correctly (English) - read it, it's short but sensible.
In Search of the Author
So, you have a plan. You have chosen someone responsible for all stages. Now another question: who will write the articles? In Chapter 4 , we discussed how to work with freelancers (and what to pay attention to when looking for an author). But there is another option - publishing articles by invited experts. Here - in short - are the pros and cons:
