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Editorial Plan Tips and Best Practices for Content Marketing Success

Editorial Plan Tips and Best Practices for Content Marketing Success | Writing for Social Media | Scoop.it
With content marketing strategies, an editorial plan can go a long way as you consider resources, budgets, types of content, a content calendar, and more.

Via Mike Allton, LucaVanin
Two Pens's insight:

We're writing a content plan for Tri-Digital, a tech event management firm who works with big global companies. Good advice re globalizing the plan for any company who does business worldwide.

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Alessandro Rea's curator insight, October 2, 2013 2:20 PM
Below, I’ve compiled a set of helpful articles that Content Marketing Institute has created on editorial planning, as well as some insights on the topic from other reputable sources. Take a look at these key resources the experts have identified for improving your efforts to create and manage an editorial plan — including insights on best practices, handy templates, and useful tools.Globalizing content

Pam Didner tackles an editorial plan on a global scale in her post on the Holy Grail of globalizing editorial planning. She points out that an editorial plan that takes shape at a corporate level still needs to scale to geographic regions. Topics must be able to span multiple geographical and cultural boundaries. At the same time, companies need to establish sound practices to support the effective use of a content calendar. In her post, she also references a SlideShare presentation on the topic:

How to Globalize Editorial Planning from Pam Didner

As companies work through an editorial plan process, Pam suggests that they:

Identify and prioritize topics (customers, the sales team, and analysts can help)Make topics broad enough so that more specific topics can be defined — whether it’s for a blog post, a case study, or other content effortsFinalize global editorial topics and the timelineCreate a geo-specific editorial calendar

Once the content is distributed, the response can be measured. Pam offers these possibilities:

Sales volume goalNumber of clicks on the landing pageOpening rates on email campaignsNumber of prospectsNumber of downloads on contentNumber of attendees at local eventsCreating a content calendar

In a 2012 Copyblogger post, Content Marketing Institute’s Joe Pulizzi discussed a key component of any successful editorial plan: the content marketing calendar. His top-line suggestions revolved around the features that every editorial calendar needs to include:

A prioritized list of what you are publishing based on the content strategy you’ve developedAssigned content producer(s) and/or editors who will be responsible for the contentChannel(s) the content will be delivered through (i.e., “Our eBook series will be published on our website, as well as on SlideShare.”)Meta data — i.e., “tags” that can be used to track the types and topics of the content you are creating, as well as how each content piece fits in to your overarching content marketing goalsTargeted publishing dates, as well as a timeline to make sure your content meets its deadlines for every phase of the creation and production process

Adding to Joe’s perspective, Tim Berry, who wrote an AllBusiness.com article on defining and creating an editorial plan, believes an editorial plan needs to include three main elements:

Defining the target audience (including gender, age, interests, and specific needs)Nature of the content to use for a specific target audience (i.e., “short articles, long-form pieces, blog posts, online tools, profiles, and social media hooks.”)Fulfillment details (i.e., identifying potential content creators, such as staff writers or freelancers)

In her post on how to put together an editorial calendar for content marketing, CMI’s Michele Linn also offers specific details on how this essential tool fits into the editorial plan process.

While referencing an editorial calendar template, Michele notes: “It’s important to have an editorial calendar to keep your content consistent and relevant. It also helps keep your marketing team on the same page and is a great reference for your management.”

Michele points out that it’s worth creating a master editorial calendar, with editorial plan initiatives that marketers can see at a glance (including key dates and an overview of the types of content). But she also recommends that separate editorial calendars be developed as well, to document specific details: “Have separate spreadsheets or tabs for each specific type of content you are creating. For instance, you may have one tab for your blog, another for your newsletter and another for the additional types of content you create, such as eBooks, white papers and case studies. How you break this up will depend on how you manage each of these content types,” Michele writes.

Leveraging your content marketing strategy

Another critical part of creating a successful editorial plan involves making good use of content marketing strategies when populating your editorial calendar. Heidi Cohen outlines several of her top recommendations in her CMI post, 5 Content Marketing Strategies to Fill Your Editorial Calendar. The strategies include:

Create evergreen content: Heidi describes this as the core of your content marketing offering that attracts links. It can be timeless, even if used every year as the foundation of holiday content.Leverage “just-in-time” content: Take full advantage of trending topics and demonstrate that your organization is “nimble and on top of things.” However, Heidi also cautions against writing about a topic just because it’s popular, and advised content marketers to “make sure you find a way to keep it relevant for your business.”Repurpose content: Created from materials you’ve already published in the past, repurposed content can be refined so that it’s suitable for use on new platforms, or to meet additional strategic goals. For some best practices on repurposing content, Heidi references this post that offers 56 ways to reuse content marketing.

What strategies and tactics have you used to successfully define, develop, and deploy your editorial plan? Please share your ideas in the comments below.

Looking for more guidance on building or refining your editorial plan? Read CMI’s how-to guide on planning.

Cover image via Bigstock

  
LucaVanin's curator insight, October 3, 2013 3:32 AM

Tutto ciò che viene "prima" di un Webinar risponde perfettamente anche a queste indicazioni.

Catherine Viste's curator insight, October 9, 2013 4:11 PM

Editorial Plans are CRITICAL

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Free Writing Pacemaker Creates Custom Writing Schedule - GalleyCat

Free Writing Pacemaker Creates Custom Writing Schedule - GalleyCat | Writing for Social Media | Scoop.it
Free Writing Pacemaker Creates Custom Writing Schedule
Two Pens's insight:

I am in the "do not punish your writing self" camp. Try to get something done every day, even if it's only 15 minutes.

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Become a Social Media Rock Star in 4 Easy Steps [Infographic] - Forbes

Become a Social Media Rock Star in 4 Easy Steps [Infographic] - Forbes | Writing for Social Media | Scoop.it
Become a Social Media Rock Star in 4 Easy Steps [Infographic]
Forbes
I wish I could reveal an instant shortcut or even a few quick tricks to becoming a social media influencer and industry thought leader.
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Woman Photoshops Herself and Her Cell Phone Camera into Historical Photos

Woman Photoshops Herself and Her Cell Phone Camera into Historical Photos | Writing for Social Media | Scoop.it
Hungarian photographer and retoucher Flóra Borsi created a popular series of photos last year titled "Photoshop in Real Life." The images imagined what
Two Pens's insight:

Way to rewrite history and it's tailor made for social media because this photographer's idea is so visual. Good work.

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Attract More Readers By Writing Posts They Already Crave

Attract More Readers By Writing Posts They Already Crave | Writing for Social Media | Scoop.it

Marcus Sheridan of River Pools and Spas was featured in the New York Times. Why?

 

He went from spending over $250,000 a month on advertising and over drawing from the bank to making $1.7 million in sales from the first post alone. 

 

Here's how you write posts your readers crave.

Two Pens's insight:

Love the Content Generator tool.

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5 One-Liners That Will Change Your Approach to Productivity

5 One-Liners That Will Change Your Approach to Productivity | Writing for Social Media | Scoop.it
A Google search for “productivity tips” will return hordes of web pages loaded with detailed tips and guides that are supposed to help get you over the hump and out of a slump.
Two Pens's insight:

My fave: stop planning and start producing. 

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Suggested by Christopher Neto CTS
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REDBAND: 8 Tips For Google Hangouts On Air by Nate Schneider

REDBAND: 8 Tips For Google Hangouts On Air by Nate Schneider | Writing for Social Media | Scoop.it
It's one thing to use Google Hangouts the same way people use Skype for a private video chat with friends.  It's another thing when you decide to experiment with the "On Air" feature to make your v...
Two Pens's insight:

I'm a huge fan of recorded Google+ Hangouts. They beat the hell out of Skype. And they can do great things for SEO.

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What are the Main Social Media Trends in 2013? [SLIDES] - Social Media London

What are the Main Social Media Trends in 2013? [SLIDES] - Social Media London | Writing for Social Media | Scoop.it
This presentation by Kleiner Perkins about social media in 2013 was viewed more than 1 million times in one week. It explains the behaviour of mobile social media users, and gives trends and stats for the next few years.
Two Pens's insight:

Interesting data here but it amazes me that Kleiner Perkins cares naught for the art direction of its slides. More than 1 million people saw that they have no aesthetic taste.

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Build SEO with an eBook

Build SEO with an eBook | Writing for Social Media | Scoop.it
Content is King, right? Learn how to build SEO with an eBook. This article provides all the info you need from writing your eBook to marketing it.

Via Sandra Brevett
Two Pens's insight:

I like the advice here that focuses on focus. Your ebook should be specific, not a general tome on social media or blogging or chicken coop building. Figure out a niche that you can own.

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Twins Talkin'

Twins Talkin' | Writing for Social Media | Scoop.it
A Vine Series
Two Pens's insight:

Vines done right. How can you not love a duplex version of a comedian playing 2 parts of one funny man.

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8 Tools to Better Understand Your Target Audience

8 Tools to Better Understand Your Target Audience | Writing for Social Media | Scoop.it
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Two Pens's insight:

Round up of search insight tools. The one I think is most insightful is talking to your best customers. I do a lot of executive interviews and it's amazing what people will tell you.

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When Good Adjectives Go Bad at @businessinsider

When Good Adjectives Go Bad at @businessinsider | Writing for Social Media | Scoop.it
A headline from Business Insider: “Meet The Beautiful Women Who Send Rockets Into Space”
There is nothing wrong with the word “beautiful.” It’s very handy to have around when you want to talk about...
Two Pens's insight:

Take "beautiful" out of the headline and it makes more sense. Do only beautiful women practice rocket science? Follow Revise The Bias for more interesting views; she's a good writer.

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This Changes Everything: Social Signals, Your Website, and Google+

This Changes Everything: Social Signals, Your Website, and Google+ | Writing for Social Media | Scoop.it
Following a series of experiments I've made a few discoveries about sharing links on Google+ that changes everything about how I now share.

Via Cendrine Marrouat - SocialMediaSlant.com
Two Pens's insight:

I've been a Google+ fan for quite a while, mostly because of G+ hangouts. This experiment makes me a fan because of the ranking factors that accrue. Why not?

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Athena Goodlight's comment, August 21, 2013 8:43 PM
Thank you. Google is truly gaining ground in the social network communities.
Chris Agro's curator insight, August 22, 2013 8:20 AM

A way to drive more traffic to your site via Google+ and social. Truly exciting.

Chris Agro's comment, August 22, 2013 8:22 AM
Love it! Thanks for sharing your research.
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The Complete Guide for Finding and Sharing Better Content on Social Media - - The Buffer Blog

The Complete Guide for Finding and Sharing Better Content on Social Media - - The Buffer Blog | Writing for Social Media | Scoop.it
Some of our favorite little-known tips, apps, sites and ideas for finding, sharing and analyzing awesome content on social media.
Two Pens's insight:

Via Leo Widrich (the guy knows good info when he sees it)

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Pinterest Announces Rich Pins for Articles

Pinterest Announces Rich Pins for Articles | Writing for Social Media | Scoop.it

So now, if you're a brand that wants to take advantage of Pinterest but finds original visual content too high a resource investment for you to make, you don't have to be left out of the Pinterest game. You can pin, say ... those awesome blog articles you're always writing!

 

The article pins will now include critical information in a more prominent fashion that helps your written content get traction, including

- Story Headline

- Author Name

- Description of the Story (like your meta description)

- Source URL

 

Now you might be saying to yourself, "Self, I used to pin my articles on Pinterest, anyway." Well, good for you for being scrappy -- but now those pins will look waaaay better. The biggest difference? The images will be bigger, and critical information like your meta data is displayed more prominently....


Via Jeff Domansky
Two Pens's insight:

Visual content still rules, but Pint is bowing to word pressure to make context more available. Helpful.

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Lalita Krishna's curator insight, September 30, 2013 10:12 AM

I've used Pinterest for images but this is interesting. 

Brett.Ashley.Crawford's curator insight, September 30, 2013 10:54 AM

pinterest joins the scoop-it and evernote clan!

 

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Five Monkey Wrenches For The Future Of Public Relations

Five Monkey Wrenches For The Future Of Public Relations | Writing for Social Media | Scoop.it
Words, Concepts, Strategies from Rich Becker

Via Richard Becker, Steve Schildwachter
Two Pens's insight:

Interesting contrarian view of PR community which seems to believe they own social media. 

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Richard Becker's curator insight, July 15, 2013 10:31 AM

The decisions that public relations pros make in the next few years will shape the practice for a generation or more. 

Steve Schildwachter's curator insight, July 16, 2013 9:20 AM

Insightful assessment of PR that everyone in advertising and journalism should also read!

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24 Clever Print Ads - Sortrature

24 Clever Print Ads - Sortrature | Writing for Social Media | Scoop.it
In print advertising world, agencies are bound to reflect their message solely with an image and they generally count on intelligence to accomplish this. S
Two Pens's insight:

Love the dog and bugs. Creepy.

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Curve

Curve | Writing for Social Media | Scoop.it
Two Pens's insight:

This article by Group CD of UniWorld has excellent insight into the sticky wicket of "diversity." I hate the word, but love the idea that this is a colorful world.

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How to Make a Business Meeting Sing

How to Make a Business Meeting Sing | Writing for Social Media | Scoop.it
Moments after this photo was taken, the members of this meeting stood up and sang to me. Ever had a business meeting end with people spontaneously bursting into song?Before last week, neither had I.
Two Pens's insight:

Every meeting is an opportunity to surprise someone. I've been in a meeting that a CEO opened with a poem by Keats. I ended a grduation speech playing "Baby Let's Go" by Wang Chung. The enemy in all meetings is boredom and routine.

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49+ Ways to Boost Engagement on Twitter

49+ Ways to Boost Engagement on Twitter | Writing for Social Media | Scoop.it

In this guide, we’ve put together 49 ways to boost engagement on Twitter. We’ve searched the internet high and low for similar guides, and this is the most comprehensive we’ve come across. Some of our tips are for beginners. Some are for intermediates. And some will be new to even advanced users. We wanted to put together a guide that can be used by anyone to learn something new and extend their Twitter reach.

 

So, what are we waiting for? Let’s get started boosting your Twitter engagement.?..


Via Jeff Domansky
Two Pens's insight:

Everybody loves a list, right? 

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Jeff Domansky's curator insight, September 6, 2013 2:12 PM

Here's how to Tweet sweeter... Great tips!

Allison Emma Schizkoske's curator insight, September 9, 2013 7:47 PM

This is a great way to build a fanbase for those businesses  that are just starting up!

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Study: How Big Brands Are Using Tumblr

Study: How Big Brands Are Using Tumblr | Writing for Social Media | Scoop.it

While Tumblr now has over 100 million blogs, it is still the most overlooked social media network for brands. Currently, only 31% of the top 100 brands have adopted a Tumblr account. Social media analytics and reporting platform Simply Measured performed a study showing just how these top brands were performing and some of the tactics employed.

 

Of these 31 companies tracked, 21 were active in the past 30-day period (July 5th through August 4th). This places Tumblr as the sixth most popular social network behind Facebook, Twitter, Google+, Pinterest and Instagram.

 

Of the 21 active brands on Tumblr, 13 post 3+ times a week, 7 post daily (7+) and 6 posted more than 10 times a week.  Of the top brands active on Tumblr the average number of posts per day was 0.7 posts, with an average “note per post” of 1,462. The shelf-life on Tumblr engagement is much higher than other traditional social networks with 29% of reblogs occurring after the initial 30-day period. Even more, only 36% of reblogs happen on that same day, and posts will see 51% of total reblogs within the first week....


Via Jeff Domansky
Two Pens's insight:

Tumblr has an immediacy that I like. It's so easy to make your Tumblr page interesting so it doesn't feel like the same level of "work" that blogging does. 

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Rim Riahi's curator insight, September 5, 2013 1:26 AM

While Tumblr now has over 100 million blogs, it is still the most overlooked social media network for brands.

AdPT-Creative's curator insight, September 5, 2013 6:23 AM

Always interested to see how, by  spreading interesting informaation to linked social media , whether it generates creative briefs or revenue enquiries!

Ouida Sparkman's curator insight, September 6, 2013 12:50 PM

Who would have thought?

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Social Media Marketing: Why Your Business Needs a Blog - Business 2 Community

Social Media Marketing: Why Your Business Needs a Blog - Business 2 Community | Writing for Social Media | Scoop.it

Via Sandra Brevett
Two Pens's insight:

Our experience with the Two Pens blog is in line with this infographic. Our brand has grown appreciably, along with growth in traffic and leads. The one thing left out: I find blogging fun and like exploring ideas in words and pictures.

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Martin (Marty) Smith's curator insight, September 4, 2013 8:27 AM

Couldn't agree with this infographic more. A blog is the hub of any successful content marketer's wheel.

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How Images Work with Headlines - Two Pens

How Images Work with Headlines - Two Pens | Writing for Social Media | Scoop.it
If you ignore blog imagery, you're missing an opportunity to hook the reader. Creative Director Cynthia Hartwig addresses how images work with headlines.
Two Pens's insight:

I notice that many writers feel hamstrung when it comes to images. One minute of advice here from a creative director.

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Elmore Leonard's 10 Simple Rules For Writing

Elmore Leonard's 10 Simple Rules For Writing | Writing for Social Media | Scoop.it
Keep your exclamation points under control And other lessons for better communication and prose from the late great master of modern crime fiction.
Two Pens's insight:

Elmore Leonard's writing advice appeals equally to business writing. Stop with the adjectives and adverbs. Leave out the big words. Skip prologues: just say it. Shall I go on? (No, Elmore says, skip the parts no one wants to read.)

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How Susan Orlean Built A Posse of 260,000+ Twitter Followers - Two Pens

How Susan Orlean Built A Posse of 260,000+ Twitter Followers - Two Pens | Writing for Social Media | Scoop.it
When writer and social media rock star Susan Orlean was in Seattle, Two Pens had a candid conversation about how she built a following of 263,000+ people. The single most important reason--she loves Twitter!
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