We all know that great content marketing has a plan. That plan has an organizational structure behind it that allows the marketing team to produce and deploy content with vision and purpose. Yet, the more marketers I talk to, the more I hear that teams are facing the increasing burden and stress of having to come up with more and more content. How do marketers figure out how to navigate this challenging circumstance? In a recent eBook called, Tips For Creating a Brand Newsroom, 13 amazing tips are discussed about creating a brand newsroom; perfect for content marketing teams.

Content Planning and Organization

Planning and organizing your content calendar is a must. Without structure, your content strategy will be haphazard at best and you won’t be able to produce everything you need, when you need it. An organized and planned approach always helps the key contributors to be more efficient and effective.

Benefits of a content calendar

  • Allocate staff and resources
  • Plan for upcoming deadlines
  • Big picture review of content topics
  • Prevents content redundancy
  • Helps with time management
  • Provides visibility of your content over time to ensure a balanced media approach is happening

A Content Calendar gives your team visibility of the planned content production and distribution over time. This enables your team to look at the big picture (3-6-9-12 months), or a week-by-week view. It also allows your team to take a look at 9 key areas that need timely attention   to detail when multiple project assignments are being produced.



The benefit of a content calendar is to provide you with a guided, organized approach. This will help to create and produce content based on important factors that you determine are most helpful for your team. Below are the 9 that I use to organize content workflow.

  • Day/Week/Month: When do you want it out the door?
  • Topic: What content genre are you producing?
  • Keywords: Based on your brand and product
  • Media Type: Blog, eBook, Video, Landing page…
  • Persona: Select one persona not an “everyone” approach
  • Stage: Awareness, Conversion, Purchase
  • Offer / Call-to-action:Download this eBook”
  • Author: Determine the person who is the author
  • Completed: When it’s totally finished

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Yourbrandexposed.com is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland

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