How to Create an Editorial Calendar That Makes Your Blog Work for Your Business

So, you need to show your blog some love, huh? This tends to be the most neglected area of most online businesses. It can be difficult to know what to write about and even if you do, blog writing takes time.

Those are the main reasons I hear when someone comes to me for help with their blog, anyway. But you want to know the real reason blog writing comes in last on the task list? Because you don’t truly understand WHY you have a blog.

The most important reason for your blog is to showcase your products or services without actually focusing on them.

Want to know what that is? The most important reason for your blog is to showcase your products or services without actually focusing on them.

OK, stay with me.

Take your sales page, for instance. Any good sales page offers lots of good information on your products, what problems they solve, who they’re for, etc. A blog does the same, but in a deeper and subtler way.

Picture this. You sell a natural mascara. Your sales page tells potential customers all about the mascara, what it’s made of, who it works best on, why you created it, how it performs, and how to use it. Now let’s look at your blog posts. They go in depth on the individual ingredients you use, how you choose them and source them, and why they are so awesome. They share ways to get different eye makeup looks, what’s so great about eco-friendly packaging, and how to create a sustainable beauty routine.

And guess what? All of those blog post topics relate to one thing. Your product!

When you think of your blog in terms of a sales tool that also creates a connection with your dream customers and offers the ability to share a wider range of knowledge and information, it seems a lot different, right?

Getting a bit more excited about creating some beautiful content for your blog? The first step is to come up with a solid editorial calendar. I promise this is the one step you should not skip. It keeps you on track, helps you to schedule other launches and events in your business with your blog content, and completely eliminates having to come up with ideas on the spot.

This is one of the first steps in my process for my blog content clients. I start with by helping them to develop a strong brand voice and brand story, so that we can weave those into any content we create. Then we come up with an editorial calendar. Here’s how.

How to Create an Editorial Calendar That Makes Your Blog Work for Your Business

How to Create an Editorial Calendar That Makes Your Blog Work for Your Business

Step 1. Choose 3-5 topics you share on the regular:

It’s good to have a range of info on your blog, but too many directions seems chaotic. Choose your main topics, those that interest you and that you love to talk about, and use these as your blog categories.

Step 2. Connect them to your product or service:

Now, go back and look at your categories and note how they connect to what you are selling. Going back to the natural mascara creator example. Let’s say the categories are makeup looks, natural ingredients, and sustainable living. A blog post on simple ways to recycle could lead back to the fact that your mascara tube is recyclable. A post on natural alternatives to petroleum leads back to, you guessed it, your mascara. And another on a fresh daytime makeup look leads to … you get the picture.

Step 3. Be authentic with what you share:

All of your blog content may lead back to your product or service. But that doesn’t mean you always have to say so or link to it. You have your reader there on your blog. They are reading your blog post because it stirred their interest and resonated with them. Always give the best information on the subject you are blogging about. If it fits within your main categories (you know, those from Step 1 that interest you) it will come across as authentic and organically fit in with your offerings. Your readers will click on because they want to know more. If you are talking specifically about your product, then go ahead and give it a link.

Step 4: Determine frequency for posting:

How often do you want each category to show up on your blog? You may want to share how-to and sustainable living posts more often than the ingredient focused posts, for instance. You may be wondering what the magic number is on blog posting frequency. There really is no set number. Whatever seems right to you. You can post weekly (or more) if you have a lot to share and an audience that is eager for more. Or you can create evergreen content that is always relevant and keep sharing it in a variety of ways on social media. The secret, if you come up with a frequency plan that fits into your schedule, you are more likely to stick with it and not get burned out.

Step 5. Come up with blog post ideas:

Now it’s time to come up with those blog post ideas. Look at the questions you get asked via your contact form, social media, and even in real life about your business. If some people want to know, it’s pretty likely others do too. So, answer these questions on your blog. Another goldmine of post ideas is Google. Type in your business keyword phrases and see what comes up in the search bar. This is what people are searching and the results page will shed some light on what they want to know. Put yourself in their shoes. What were your main questions when developing your product or service? Share behind-the-scenes facts.

That’s it! Editorial calendar complete. Go back in and note dates beside each post idea and you have yourself a plan.

Liz Thompson