Download - Work Smarter, Not Harder
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Building an Editorial Calendar
WORK SMARTER, NOT HARDER
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Maren HoganRed Branch Media CEO & Founder15+ years as a seasoned marketer and community builder in the HR and Recruiting industry.
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Numero Uno? They all run on content.
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...then content is the fuel.
If marketing and branding campaigns are the car...
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CONTENT INCLUDES ● Resource List● Ratings● Hidden Thought● Research
Focused● Series● Product
Spotlight● Mini Case Study
● Industry Spotlight● Now and Then● Shopping List● Opinion● Reasons● Infographic● Podcast Post● Video Post● Stats Piece/Brief
● Quote Based● GIF Post● Quora● Reddit● Trend Pieces
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CONTENT INCLUDES ● Newsjacking● Pop Culture Tie In● How To (at least 3
steps)● 10x (long as
HEEEELL)● Example (at least 3)● Fight Club● Q+A (can be faked)● Why● Comparison/versus
● Roundup● Metaphor● Personal Story● Predictions● Fails!● Guides● Worksheets● Templates● Checklists● Podcast
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CONTENT INCLUDES ● Tear sheets● Listicles● Diaries● Infographics● One Graphic● Diagram● Meme● Posters● Comics● Cartoons
● Webinars● Presentations● Photo Galleries● FAQs● Recaps
(events/twitter chat)● Placed articles● Press releases
● Cartoons● Screenshots● GIFs● Illustrations● Handwritten
things● Polls● Surveys● Quizzes● Video
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WHO ARE YOU WRITING FOR?
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Personasare more than just demographic information
Grew up in rural area
Used to the idea offarming and small town life
Education
“Get back to the farm”
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CASTING CALL
Picture your new hire as if they were in a movie.
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FORENSIC EVIDENCE
Once you have created a sketch of your persona, go through LinkedIn profiles to what their colleagues do, read, how long they have been in a certain position and groups they’re in.
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WRITE THE SCRIPT
Figure out what makes them tick, use the info gleaned from people like them to gauge whether they listen to Spotify or Pandora, value work-life balance over money or are due for a move in the next 6 months.
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Create content with the candidate in mind.
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ALIGN YOUR BUYER PERSONAS WITH THE SALES STAGES
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CONTENT MARKETING SALE STAGESAwareness
Consideration
Decision
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Awareness Consideration Decisionof the company and open role
to apply for the role
to move forward with the interview process
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3 stages can be aligned with your candidate personas:
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AWARENESS USE:
● GIF/list posts posts (think Buzzfeed style)
● Short videos (funny and informational)
● Quora/answering questions ● Reddit/posting in relevant
groups ● Memes● Comics● Quizzes
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CONSIDERATION USE:
● Infographics showing your makeup (diversity, depts they may not know about)
● Blog articles about great work or fun projects
● Quote Posts● Employee Testimonials/Showcases● Q & As● Personal Employee Stories● FAQs● Behind the scenes peek (employees,
the HR department, company parties)
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DECISION USE:
● How To (at least 3 steps)● Comparison/versus (Why we’re
better than the other guys)● Guides (How to be a successful
FILL IN THE BLANK)● Worksheets● Templates● Checklists● Diagrams● Reviews
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CREATE CONTENT THAT NOT ONLY ATTRACTSbut is still relevant for those earlier in the funnel
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Retention Renewal Sales EnablementBeat your
competition to the off and onboarding
Keep em’ in the process
Give your managers the tools they need
to seal the deal
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EXAMPLES
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NOW WE’RE ALMOST READY...
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ALIGNMENT IN INDUSTRY
If you are recruiting in a specific field or industry, it may make sense for you to grab the editorial calendars of those professional associations.
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COMPETITIVE INTEL & RESEARCHFirst, there is nothing your competitor is doing that you cannot do better.
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MEDICAL RECRUITINGThey work their butts off shining a light on their candidates and recruiting them with videos, contests, social media.
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READ/WATCH/CONSUME
This is what they want to
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EVENTS
Your editorial calendar for hiring is NOTHING without events underpinning it.
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OKAY, GOT ALL THAT?Now let’s talk structure.
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1THE FUNNEL BUILD
***Grab your own funnel here (make sure to save as a copy)***
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2THE ED CAL BUILD
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Titles with 8 words had the highest click-through rates and performed 21% better than average.
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Using a color or hyphento indicate a subtitle improves headlines by 9%
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Attach an imageto increase clicks by 27%
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Use numbers in your headlineto increase the click through rate
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3 EDITORIAL TIME
***Grab your own editorial calendar here (make sure to save as a copy)***
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SOME TIPS
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COPY
Require your content team to provide “inspires” on whatever subject matter or type of content they’re creating.
INSPIRE BLOG
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CTAS
These are the most important aspect of your content and should be at top of mind no matter what stage or persona you’re working in!
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REPURPOSE IT! Now once you get on a roll of creating lots of content, you can go back and repurpose it all to create even better more engaging content.
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WAIT, WHAT?!This entire presentation was created from content myself or my team had already made!