An editorial plan is an esssential business tool and all businesses need one!
What is an editorial plan?
Let’s start with understanding just what editorial content is. Every business has its stories; stories about the business itself, the people who work their, the brands and the products. Businesses will also have points of view on hot industry-related topics. And businesses will most likely have great tips, hacks and advice on industry-related activities. These are just a few examples of editorial content. What editorial content is NOT is advertising, promotional articles and sales materials (online and offline).
Every business/brand needs a conversation to develop surrounding that business/brand. Preferably a positive one! But at very least an interesting one. Fuel that conversation with editorial content published via the business’/brand’s own channels. Talking about yourself and how great you and your product are is not going to cut it in 2017. Your business needs to talk about things that are interesting, useful and related to your core business. Editorial content is a great step forward in creating trust with your potential clients.
Hence the editorial plan. Waiting for editorial content to crop up organically within your business and then communicating it in real time as it happens is not a plan. Businesses need a plan to define WHAT they are going to talk about and WHERE they are going to say it, and of course knowing the goals they intend to reach by understaking that activity.
And who needs one?
Businesses need an editorial plan. So there you go, you need one too!
What are the basic elements of an editorial plan?
- firstly you need to define you content stategy
That basically means defining what you intend to talk about, how (layout, images, video) and where you intend to talk about it, who is in charge of defining strategic content and the process for the creation of that content. Our editorial planning takes care of that last point.
- the content – you need to know what your topic is
- the nature of the content – text, images, video?
- author – define who within the organisation is going to write the actual copy (or will assign it to an external agency?)
- publication date
- publication channels (web site page, blog, social media channels)
- keywords – in order to get some decent exposure for the content you will need to define some keywords around which the text will be centered
- hashtags – especially if your content is going to end up on Twitter or Instagram where hashtags rule!
What tools are available for creating an editorial plan?
You can go super-simple and use a Google tool such as a Calendar, or a spreadsheet. That works too. Or you can purchase some dedicated software – there’s lots out there.
Is there an editorial plan within the Clools package?
We thought you’d never ask! Yes there is. And it’s awesome. It’s called Publish.
This plan reminds you of the important things to focus on. You can view it via your filters either as a list or on a calendar. It’s easy to assign it to a member of your team. And there is space to give specific instructions. In the description field you can add hashtags and keywords that need including in the text.
And most importantly, you create a data record of what was posted where and by whom.
Why is Clools better than any of the other solutions? Maybe and maybe not! But the real advantage lies in the fact that is an integral part of the Clools productivity suite. That means that team member names, channels,
And just in case you are asking yourself, was this topic listed on OUR Publish (obviously we use our own software to run our own business). Of course it was. We can go and tick that one off as completed now.