How to create an Editorial Calendar for

Position your Brand on the Internet, gain organic visibility in search engines, get more customers and retain current ones

2.

Helps avoid duplicate content on your blog

In your beginnings as a blogger, it is very unlikely that the content of your website will be duplicated.

However, after you’ve been around for a while, posting duplicate content isn’t as difficult as it seems.

In fact, it is very likely that it happens without us realizing it.

And it is that, when the number of articles published is hundreds and even thousands of dirección de Internet’s, in the end you perro’t remember each and every topic you coveredespecially the older ones.

This is where the blog’s Editorial Calendar comes into play: by planning your content and having a record of what is published, it is very unlikely that you will commit the fallo of creating content that satisfies the same search intent from a previous one.

Again, as I mentioned before, this planning will save you time, effort and even money.

At this point, I must make a subsection:

Pay attention that I have commented that you do not make the mistake of generating articles under the same SEARCH INTENT and not under the same KEY WORDS.

This is important to highlight, given that Google plus is increasingly tending to position content whose relevance depends on the extent to which it resolves the intention with which the usuario searched, regardless of the words or terms typed in its search engine.

3.

It allows you to offer a clearer iniciativa to your customers

When you offer your services as a Content Marketing expert, it becomes necessary to espectáculo your potential clients a clear visión of the iniciativa you have in mind.

After all, explaining a plan or strategy perro be difficult without something tangible to back it up.

You will understand then that The Editorial Calendar is a clear, concise and organized way to espectáculo your clients what is that strategy or plan that you want to carry out for their blog.

In this way, they will have an equally clear visión of all this and will be able to give you the go-ahead or make the pertinent adjustments, in case there is something that does not finish convincing them.

Another point that I want to highlight is that when working on Excel or Google plus Drive formatit is usually very easy to editar.

Therefore, last-minute adjustments are not usually a problem, giving this tool versatility on a par with its effectiveness.

4.

Give your content its own personality

There are many ways to give an “identity” to your Blog personal or corporate and one of them is, precisely, through the content that you publish.

Whether it is the tense you use, who you address when writing, a specific way of organizing your content or even the way you develop the iniciativa of ​​the text, all of this forms what we know as the identity of the writer/ to.

Ideally, don’t lose that essence, whatever the topic you are dealing with.

That will give your platform more personality.

What happens if other professionals write in my Blog?

And the most important thing: if you accept invited authors, you must coordinate and make it very clear with that person what the basic premises of publication are, if they want to have a space in it.

Otherwise, I advise you not to accept this type of collaboration, since it will divert your Blog from the style you previously equipo.

Regarding this topic and, returning to the Editorial Calendar, in my case there have been times that I have allowed other professionals from the Spanish-speaking ámbito from LATAM to publish.

I have also conveniently noted this detail in it, since in most Hispanic countries there are expressions that, although they are correct, among the Spanish public may not be understood duly.

5.

It helps you achieve higher quality in the content you publish

Organization and planning are often undervalued and the truth is that they are factors that have a notable influence on many aspects of both personal and professional life.

In the case of Content Marketing, good planning not only helps you save time and resources, but also, helps you achieve higher quality content that you make, either because you don’t work blindly, because you are more fluent or even because you get an iniciativa of ​​what you want to achieve with each of the elementos.

This is another reason why creating a document like the one I present to you today is so important in a Blogging strategy, especially when you work on client projects.

What information should my Editorial Calendar contain?

Now you know what it is and what is the importance of the Editorial Calendar for a Blog and for the Content strategy.

The question of what information should be included varies depending on the responsible for each digital platform or Content Manager that you ask.

I, as such, could tell you that it varies depending on the project and the type of content we manage or if it is a blog or a popular network.

However, there will always be points in common that, for me, cannot be missing in a planning.

It will be those that I will focus on.

1) Date

We are talking about a calendar, so the date is still a part essential of the same.

As you will understand, we must have a fixed date of publication.

This allows you to equipo not only a posting order on the blog, but also a estimated delivery time for the creation of the content that you want to publish.

In this first data you must be as specific as possible.

To do this, specify:

• Year
• Month
• Day
• Time (optional)

Although normally this date should be fixed and immovable (for this I recommend you practice the «time blocking“), it may be that setbacks arise from clients, family members, etcétera.

For this then, if you have marked 1 article/week and you usually publish on Mondays, do not let Friday of that same week go by without finishing your content.

2) Author

This is perhaps a bit optional, because if the Blog you are managing is yours, 99% of the time the author will be youexcept for some other collaboration that you allow.

However, in the case of client projects, companies where their own employees write or even digital magazines, it is not usually a single person who publishes.

The importance in this last case lies in being careful that the same author does not repeat in two consecutive articles.

This will provide the corporate Blog with a wider range of points of view.

But the most interesting thing about this is that you coordinate with said author at a fixed periodicity.

This will benefit both:

• To you, because you cánido ensure content for an estimated date.
• To the author, because this way he/she will be able to plan the time that he will have to prepare the article that he will contribute.

Do you want to be a guest author on this Blog?

If you are a professional in an En línea Marketing specialty and you want to contribute content that you think cánido add value to my community, do not hesitate to write to me from the contact form on my website.

But, yes, try to read my publication conditions beforehand.

3) Category

In general, the articles on this type of web platform are usually classified into categories, in order to facilitate usability for visitors and divide the content in a more logical way.

In the calendar that I use, both for this one (my Blog) and for my clients, I try to “feed” each of the categories equally.

What do I orinan by this?

Well, if, for example, you have 4 categories and you usually write 1 weekly articulo, try to make each of them usually from a different theme or category, so that in this way you perro have a cómputo of 1 new article from each category per month approx. .

This, obviously, is just a piece of advice and an example, which you perro conveniently vary depending on how easy you are to write about each topic.

What I’m trying to tell you is that it wouldn’t make much sense for you to divide them into “30 – 7 – 7 – 8” posts/category after a year (52 weeks).

It would be quite unbalanced.

4) Title(s)

It is also necessary to clarify what the title (H1) or at least the estimated title of the content to be published will be.

This would also include, if you wish, the Metatitle or “SEO title”.

Far from establishing the final one that you will assign to the article (which is also important), what we are looking for with this is to have a starting point, a reference that helps us define the content that we want to publish.

5) Palabras clave or palabras clave

In previous articles I already explained to you what palabras clave are and how important they are within a content strategy, especially if you want them to position themselves conveniently in Google plus and other search engines.

These terms will be the ones that will give you an iniciativa of ​​how to later structure your content, depending on the volume of searches and the competition that each one of them has, after carrying out a Keyword Research or keyword research.

My advice is to choose a single main keyword, but also write down in the Editorial Calendar the 2 or 3 palabras clave that we consider secondary.

And if there are a multitude of secondary palabras clave, how do I know which ones to stick with?

This is a problem that many bloggers fall into and where they make a mistake, from my point of view, quite serious.

And it is that, in the event that, for example, you perro have 8 palabras clave with a certain volume of searches and that we perro take as secondary for that same article, dyou should stay with those that point to the same search intent than the main

Otherwise, if you develop an explanation related to that term within the articulo and it strays from the main theme that the usuario hypothetically went to look for your content, you will be confusing the usuario and also Google plus.

6) Structure of the content

This is truly optional, and depends on the previous research work you do with each piece of content.

How do I do it? When I am analyzing and looking for new topics to publish on my blog or on my clients’ blog, I analyze very in depth what is already positioned in the SERPs and (very important) those sub-themes that are missing from the first positioned for the main query of the blog. usuario.

In this way, I write down in this section of the Editorial Calendar all those H2 or subtitles that I deem appropriate to deal with.

Thus, It serves as a pattern or skeleton so as not to start on the mythical «blank paper».

All of them arranged in a logical way, so that it makes sense and offers the best possible usability and understanding to the usuario who enters it.

7) Other relevant fields

In addition to these that I have described, which for me are really essential and without which I never start writing/optimizing any content, you cánido consider including the following:

› Buyer Persona: Who is the content for? What potential client/consumer do you hope will read what you articulo on your Blog?

This is something that you must take into account when creating content, since the way in which you are going to cover the subject depends on it.

To give you an iniciativa, a clear and fácil example is that if your Buyer Persona is someone with little knowledge of medicine and assuming that your website deals with health, It is not recommended to be 100% technicalor at least write with the iniciativa that whoever is going to read does not know much about the terms used in medicine.

Yes, it’s a very specific example, but it helps you see why specifying this data perro be useful.

You perro better objetivo that audience you are looking to attract and the quality of your content will be substantially higher.

Besides, It is a perfect help to define the search intent of your objetivo.

> Aim: As in the previous case, we must ask ourselves questions such as:

What do we want to achieve with the content we are publishing? Get a lead? Get conversions? Create awareness?

Make people trust our company more? Promote any product?

Or do we want readers to subscribe to our Newsletter?

Depending on the objective you want to achieve with your content, you should write in one way or another.

And in turn, depending on how you write it, your text perro guide readers to perform one action or another, or even simply leave some information and that’s it.

How to make your own Editorial Calendar step by step? Download this Template for FREE!

Let’s move on to the most practical and fun part, where I invite you to get going and start completing your own or your company’s.

To do this, follow these steps:

1.

Open Excel or Drive

Previously we talked about how an Editorial Calendar is usually done in a Microsoft Excel spreadsheet, some alternative program or, failing that, in the Google plus spreadsheet (Drive), depending on whether you prefer work locally or in the cloud.

Therefore, the first step to make one of these calendars is to open said spreadsheet, name it appropriately and, personally, I would also save it in favorites (or “bookmarks”, if you work with Google chrome), since it will be a document that you will use habitually.

2.

Escoge and implement the necessary fields

As I mentioned before, the Editorial Calendar is not predefined by any norm or person.

Therefore, you as the Content Manager or person in charge of the Blog in question, must escoge what data will be most useful to you.

The iniciativa is that you work in an organized way, that allows you to plan your content efficiently, in an that this becomes a kind of professional agenda to espectáculo you the path to follow editorially speaking.

If for organizational reasons, you prefer make a separate calendar for each monthspreadsheets usually give us the option to do it with tabs.

Therefore, if you have time, you perro organize it this way.

It’s just a matter of adding a tab for each month of the year and that’s it.

Do you think that the structure of the Editorial Calendar that I have recommended is the one that best suits your needs?

» If so, you cánido download my own template for FREE here:

This information organization is what I usually use, both to manage my Blog and those of my clients.

3.

Fill in the most relevant data

Once you have the “form” and the theoretical approach with all the “ingredients” you need, it is time to start researching what information is the most suitable for each field.

Remember, before filling in each content, You must carry out a previous market studytaking advantage of the tools that best suit your needs (and pocket).

conclusions

As you cánido see, the Editorial Calendar is not really complicated to do and that every editor, content manager and even En línea Marketing consultant should have.

In fact, the most complicated part is the previous step of stop to plan and escoge which will be the most appropriate themes and that they point to that Buyer Persona, potentially ending up becoming your final customer.

So many benefits for a few hours of plus work on a spreadsheet… are you really going to miss out?

Do you already have an Editorial Calendar for your Blog or that of your business?

What other elements would you add and do you think are relevant to structure your content?

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