Creating content clusters in editorial calendars can help marketers stay focused on brand objectives

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 30, 2019, 1:13 PM UTC

Instead of viewing editorial calendars as a restriction, marketers should see it as a resource.

Building an editorial calendar helps brands maintain a content strategy that is more cohesive and goal-oriented. Companies should place their primary objectives at front-and-centre of their content strategy while planning to ensure that all published content serves the brands’ purpose.

Creating topic clusters can give marketers a wide range of issues to cover and at the same time, help keep the content focused and relevant. While indexing content, marketers should align it with the various stages of the buying cycle and the key objectives of the brand.

The author says that a robust editorial calendar should reflect the company holistically. It should be shared across all teams of the organisation and should have space for modifications and additional suggestions.

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