What Is a Content Calendar?
A content calendar is an essential governance tool to help plan and execute a B2B company’s content marketing strategy in an efficient and timely manner. It’s a calendar-based editorial plan that provides a view of what content will be developed and executed over a specified course of time.
A content marketing calendar, also known as an editorial calendar, allows for visibility among team members so that everyone remains on the same page. It keeps stakeholders organized and accountable to their responsibilities, while also documenting the details and timing of what has been accomplished in the past as a reference.
Content calendars can take many forms—from a simple Excel or Google spreadsheet to an interactive map of the content lifecycle. No matter the route that a team takes, keeping an accurate record of editorial assets and activities will make for more effective marketing, and a more organized enterprise.
What to Include in a Content Calendar?
While content calendar criteria should be tailored to an individual marketing department’s specific needs, the following elements should always be included at a minimum:
- Publishing date
- Topic or headline
- Format (blog post, email, video, etc.)
- Brief description
- Author
- Owner (who is in charge of the content flowing from ideation to publication and promotion on schedule)
- Status (updated as it moves through the publishing cycle)
Teams may also wish to include these additional categories:
- Distribution channels
- Target audiences
- Versions (if content will be repurposed for multiple audiences)
- Page destinations (where users will be taken to from the content asset’s CTA or links)
- Visual elements
- Performance metrics or goals
- Messaging
- Related merchandizing or social media content
Why They’re Important in B2B Marketing
The most obvious benefit of having an active content calendar is that it guides a B2B marketing team through the production process smoothly, keeping everyone on track with upcoming initiatives. At a large enterprise organization, where numerous teams are creating content, a shared content calendar can also keep stakeholders in sync and avoid duplicating efforts. The calendar should be readily available for all.
Another benefit is that the content calendar can document and keep track of a brand’s messaging across the various pieces of content being created. This allows for consistency across distribution channels.