Inbound marketing requires great writing, strong messages, a vivid brand and a lasting commitment from an institution. It also requires careful planning.
An editorial calendar is an indispensable tool in this process. Your calendar should clearly identify each piece of content you’ll create, the intended audience for each, the keywords that you’ll be targeting, and the person responsible for writing, editing and distributing the content.
Document the channels you’re using, active team members involved, and the keywords you’re chasing. Use them to create a month-long editorial calendar. As you work through the process, you’ll become more and more confident planning further out.