One of the challenges of publishing a newsletter is creating relevant content that speaks to your different customer groups. The best tool for organizing that content is without a doubt the editorial calendar. It lets you plan, over time, the different topics you want to cover based on your activities and your customers. It also helps you better plan the work involved (writing, photos, etc.). Setting up your editorial calendar An editorial calendar should be designed with the following variables in mind:
- Which customer group(s) is my newsletter for?
- How often will I publish my newsletter?
Then, organize your calendar around the following:
- What are the holidays and days off in the targeted region (if relevant to you)?
- What are the key dates related to my products/services?
- What are my seasonal offers (if any)?
- When will I hold sales or clearances?
A calendar for a golf club Here is a sample editorial calendar for a golf course. Since the season is relatively short, it’s important to plan your communications carefully to maximize results and succeed.
Feel free to use this for inspiration and to send your ideas to mcourriel@cyberimpact.com