Epic Content Marketing, Second Edition: Break through the Clutter with a Different Story, Get the Most Out of Your Content, and Build a Community in Web3, 2nd Edition

CHAPTER 12

Building Your Editorial Calendar

BY JOE PULIZZI

Be an amateur. Not everything you do has to be good, especially at first.

ANN HANDLEY

Over the past 23 years of my publishing career, I’ve noticed a couple of 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 ...