How do you feel when you see a competitor gracing the cover of your favourite business magazine? Like it should have been you?
When you’re running a business, it is so easy to get caught up the busy-ness of it all and put your marketing to the bottom of the list. A common occurrence, yes, but not a recommended one.
An easy way to kickstart your marketing so you can build a profile that may lead to a magazine cover is through writing articles or blogs, and the best way to actually make this happen is through an editorial calendar.
Start with a desk calendar, wall planner or online diary and map out your editorial plans for the year ahead. Allocate topics you have already committed to and relevant deadlines, then schedule the time each week to work on those tasks. Once you have these editorial submissions planned, you can see where the gaps are and, therefore, where you need to add some extra time and expertise to boost your profile.
An editorial calendar should include:
- Existing editorial commitments to industry or association magazines, websites or blogs
- Opportunities that come when you buy advertising or become a sponsor
- Media outlets you have on your dream list that you’d like to be featured in, including newspaper sections, business media, relevant industry websites and blogs
- Local media outlets, because they are always on the look out for local talent
Think about these points to help you put together the topics covered in your plan:
- Seasonal ideas, i.e., autumn fashion, tax time, summer holiday fashion accessories, Christmas and Easter, etc
- Events you are planning or will be involved with
- New products and services launched during the year
- A list of topics you are comfortable writing about that can slot into the gaps
And the calendar content should have:
- Contact person’s name, email and phone number
- Media outlet name and website
- Outlet’s deadline
- Article subject or title
- Word length
- Notes so you can keep details of the editor’s response or the outlets pitched to
Try to have at least one topic for each month, ensuring your business receives regular attention in the media you know your customers read.
