Marketing to Millennials: Developing Your Editorial Calendar - dummies

Marketing to Millennials: Developing Your Editorial Calendar

By Corey Padveen

An editorial calendar can help you plan your Millennial marketing strategy. Your editorial calendar on Twitter is going to differ significantly from your editorial calendar on Facebook. Your network and topical content are examples of content that you can’t plan. Therefore, they can’t show up in your editorial calendar. What you can plan, however, is your branded content and, to some extent, your third-party content.

The image below shows you an example of an editorial calendar designed for Twitter. The table is broken down to cover any and all aspects of content that will be shared on Twitter. While your editorial calendar doesn’t need to be as detailed as the one below, it should feature your branded tweets. You can share, reuse, and repurpose these tweets on an ongoing basis. If you want to promote a particular white paper or blog post over time, you should create a series of tweets that you can share with your network.

Twitter editorial calendar
An example of an editorial calendar designed for Twitter.

Only a small fraction of your audience will see your content when it’s posted. Of those users, an even smaller segment will actually pay attention to it. For this reason, you need to regularly schedule the same tweets to show up on your monthly editorial calendar.

Repurposing your content on a rolling basis

There is no reason for previously posted content to disappear from your editorial calendar. Repurpose it as often as possible while it’s still relevant. You can easily rework tweets that link your audience to a particular post or landing page. You can use different kinds of media and structures to entice users to click without having to repeat the same message

For example, an audience member may overlook an article with a particular title, but sharing that same article with an image, statistic, or any other media type may capture that member’s attention. Just a bit of reworking can make all the difference.

Keeping your schedule flexible

On Twitter, an editorial calendar should function more like a guidebook than a rulebook. Some themes may change, or new content may become available. Some event may arise that causes you to abandon your calendar for a few hours, days, or even weeks.

The purpose of your calendar is to help you develop new content and keep tweets flowing. It should not be treated as a document that is set in stone.

Planning for themed content

Remember to include themed posts and days in your editorial calendar. These themes may repeat over the course of the week or month and can certainly overlap with the ones you created for Facebook.

Leveraging insights to market to Millennials

You can determine when you have the highest engagement using the Twitter Analytics dashboard. High engagement at certain times doesn’t mean that you shouldn’t also tweet when there is less activity with your content. It only means that when you start out, you should schedule your most important and objective-oriented tweets during the most active times. Also, test other times on your own to see whether opportunities exist that Twitter hasn’t identified.

Twitter analytics
Analyze the best time to share with your Twitter audience.

Determining your evergreen content

If you have content that will be relevant for the foreseeable future, it’s considered to be evergreen. You can share your evergreen content at any time, during any cycle, and still lead to clicks and engagement from your audience. Identifying that content will help you drive up your engagement and traffic on Twitter.

Making time for promotional content

You need to pick certain times when you’re going to share promotional content. You should share promotional content sparingly, and it should be relatively tame. Gently sprinkle it throughout your editorial calendar and don’t let the frequency overtake any other form of content.