WHY EDITORIAL CALENDARS
MAKE YOUR CONTENT SUCK
89% of content marketers are focused on creating more engaging, higher quality content currently or within the next 12 months. And while intentions seem promising, prospects don't look too good. Two-thirds of content marketers admit that they either don’t have a strategy or that their plans live in a separate, stand-alone document (a.k.a. an Editorial Calendar).
It's a content crisis!
That was the genesis of my SXSW Interactive Workshop, presented in partnership with the Ad Council: “Why Editorial Calendars Make Your Content SUCK.”
In this presentation, a distinction is drawn between use of Editorial Calendars for content organization (which is a great use of the tool) versus content creation (which can lead to content that is not-so-great).
We also explore three alternative means of content creation and ideation: consumer-inspired, data-driven and conversation-led.