Optimization of an editorial calendar - The Swiss Peak Blog

Optimization of an editorial calendar

by | 14 Apr 2022 | Social Media, Uncategorized

Optimization of an editorial calendar

In order to develop its presence on social networks and to interest its community and new people, any organization must have a systematic and recurrent approach in the content it posts. However, it is not always easy to have recurring content in the long term. The best way to achieve this is to create a well-thought-out and optimized editorial calendar so that you only have to follow it for a given period of time.

Through this article, we will give you the 3 main steps that will allow you to create an efficient editorial calendar.

1) Creation of the calendar structure according to the major events

The first step is to create the skeleton of the calendar by placing the important events. For a sports club, for example, it is preferable to start by posting all the matches of the club, highlighting the most important matches such as the derbies or the European competitions..

Then, it is necessary to optimize the content around these events by creating recurring content and easy to reproduce. If we take the example of a sports club, there can be contents of match announcements, presentation of the team or announcements of the final result which are reused for each match and which are fixed in advance in the calendar.

2) Identification of off-peak periods

Once this first part is in place, we can identify the low periods of the year or season. During this period, there is little or no “easy” content to publish. It is often in these periods that we see the organizations that manage their networks well because if nothing is published, we lose the rhythm and this has a negative impact on how the content is promoted by social networks according to their algorithm.

Therefore, it is important to have a specific content creation process, in order to create concepts that keep the audience on the edge of their seats throughout the year. These concepts can be mini-series, co-productions with a partner, quizzes for followers, or any content that creates activity on the networks and interests the audience. This step requires more time to create concepts that work.

3) Optimization of the regularity and the content strategy

This last step is probably the most important. Creating an editorial calendar is all about trial and error. You have to set up the structure as explained in the first two points, and then you have to constantly question yourself.

Be careful to allow time for the content to fall into place. The results do not come overnight, but after each post, each campaign, you have to look at the statistics and produce reports, in order to see what has worked and what needs to be improved. This is also the case for the publication days and times, the calendar can be recalibrated according to what is optimal for our audience.

The calendar is therefore set up but it is not fixed. Every 4 to 6 weeks, we need to review all the results to identify what worked and optimize what needs to be improved. This is how we understand, little by little, how to capture the attention of our community and how to make it grow.

More information on: https://www.theswisspeak.ch/sports/