Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

CHAPTER 14Building Your Editorial Calendar

Not doing more than the averageis what keeps the average down.

WILLIAM LYON PHELPS, AMERICAN AUTHOR

Over the past 13 years of my publishing career, I’ve noticed a few things about editorial calendars.

First, they are utterly critical for any content marketing program to be successful.

Second, most businesses don’t use them.

New social media platforms are sexy. So are new marketing ideas. Calendars, for most of us are … not so sexy.

Let’s be honest, even though content marketing has existed in various forms for hundreds of years, most marketers are short-term, campaign-driven types—similar to the people you might see on Mad Men—who tend to shower their campaigns with the latest social media tools.

But ...