Content Marketing Weekly (4/15): Building an Editorial Calendar, Distribution Strategy, Agility, and More

This week’s top headlines

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Setting up a blog editorial calendar that will get you through an entire year calendar

Lilach Bullock at Social Media Examiner delivers a simple and thoughtful approach on how to build out blog content for the year.

Key Point:How many times have you had to come up with a blog post idea at the last second? How many blog posts have you written and published just for the sake of posting something?

This can happen to anyone, but if you create an editorial calendar, you can avoid these issues, publish consistently, and focus on the content that gets you results. Planning your content in advance helps you ensure each piece of content you publish will help you reach your marketing goals.”

Read more: How to research and plan blog content for a year

If you build it they will…

This summary post from Rainmaker Digital’s Sonia Simone highlights three common misconceptions for content marketers.

Key point:
“…the Field of Dreams delusion — that if we just build enough wonderful content, the audience will come. That would be fabulous, but … it doesn’t work. It never did, at least not with any reliability.”

Read more: 3 Content Marketing Myths and Their Reality-Based Solutions

Distribution the secret to putting content to work

Rick Kupchella discusses the importance of a unified content development and distribution strategy.

Key point:
It is impossible to have an effective or accountable content marketing strategy when the production people are not intimately tied to the distribution people.

Read more: Distribution: Winning The Last Mile In Content Marketing

Not too positive look at content marketing industry today

Joe Mandese, who might not love this blog post, has a few things to say about the branded entertainment marketplace all together.

Key point:
“Reflecting a strategic push by marketers to bypass conventional advertising and media-buying, so-called “content marketing” has grown in a relatively short period of time into a $16 billion global industry. “ Yikes.

Read more: Content Marketing Surges, Tops $16 Billion Worldwide

Building agility into the content marketing approach

Jenna Bessemer from KO Marketing shares a basic framework for an agile content approach, soup to nuts.

Key point:
“Agile content marketing is all about creating content smarter. The hallmark of a successful agile program is that your team is able to produce high-quality content that delivers results more effectively and efficiently.”

Learn more: 5 Steps to an Agile B2B Content Marketing Strategy


Pardon the dust while I rebuild

It happened. My database that stored years of collected thoughts and experiences was corrupted and lost. Many, many blog posts, comments, etc lost and, as of now, unable to be recovered.

So if this site seems a bit, say, light on content, this is why. But come back soon. I’ve got ideas I’m excited to share. Until then, here are a few fun posts about whiskey.

What I am Learning from a Self-Imposed, 6 Month Purchasing Freeze

If I were to say I am a shopping addict, the image you might create is of a guy carrying a dozen bags on each arm walking distractedly towards the next store in a shopping mall. In reality I am more of an obsessive online spender. I’m what Malcolm Gladwell would call a maven. Purchasing is a sport, a hobby, predicated on making the very best decision based first a learning of everything you can about a product category.

I once spent 40+ hours researching a storm shell (a hyped-up rain jacket). I looked at the weights, limitations, and benefits of every breathable clothing material available. I looked at the variations in seam sealing techniques of every major manufacturer. I watched online videos of jacket owners performing tests and looking for flaws in design and build. I looked for features like pocket designs, hood configurations, and adaptability.

I would feel a rush when I made my way to an REI or received a box from the one online retailer in the US selling products produced by an obscure Scandinavian manufacturer offering a slightly different design variation than that of Marmot, TNF, or other more ubiquitous US manufacturers. And I did this with survival knives, camping equipment, flashlights, cooking equipment, electronics and more. After one project was completed I was on to the next, accompanied with a sense of urgency and importance.

I have realized that my desire to learn and the excitement of the purchase (that emotional rush that comes when new packages arrive in the mail) combined into an obsessive compulsive, out of control spiraling that would infringe on my ability to focus fully or ever hope to exist in the moment. There is a sense of urgency with this type of purchasing. I would feel as though something was wrong or missing until I had discovered and owned that perfect purchase. And the longer I “researched” and obsessed, the more exciting the fulfillment would become.

Companies know this to be true. Product marketing and branding professionals place significance on products and features, each year offering a better version of the last. What came last year was good, but what we have this year is even warmer, better, safer, more breathable, more resilient, better customized for specific applications, smaller, lighter, revolutionary, cutting edge, or just plain game changing. Every year we are told our lives will be better with this unique, more improved product.

And in some cases this is true. But when I walk around in my hi-tech, rain proof jacket with storm flaps, pit zips, and a material guaranteed to keep moisture out while still remaining breathable I should remind myself that the first few individuals to climb Everest or walk to the South Pole did so with animal furs, cotton, and wool. Do I really need the latest advancement in waterproof protection to help on the walk from my car to the office? Do I really need a survival knife with just the perfect balance between length, weight, and steel? Will 1095 carbon, VG10, or 154cm really make a big difference on those 20 mile r/t backpacking or simple car camping trips on heavily populated trails (if you understand this sentence, you may too have a problem)? Will the jump from 140 to 160 lumens in a flashlight make a difference in my way of life?

But Robert, you say, this is a hobby! Sure. I get it completely. Its fun to learn and use this knowledge. But is this the best use of your time or could you possibly be filling in space that could be more useful as, say, room to breathe?

For the past five months, as part of a New Year’s resolution, I have almost entirely cut out extraneous spending from my life, and by default obsessive product researching. I have purchased only the very basics, and then only just a few items. On two separate occasions I began the process of looking for something I deemed “necessary”, my brain tricking me into old behaviros. And after feeling the obsessive and emotional inclinations pop back up, I cancelled the search. That was as or perhaps more rewarding as not purchasing in the first place.

After the first two months I began to notice an increase in the time I had available. I started going to the gym, attending a weekly meditation class, and spending time reading. I went out more often and spent time wandering around the city. Most importantly I spent time thinking critically about where I was and where I wanted to be.

Critical thinking is something that is a bit of a challenge when applied to the self. We all know the old adage about the unexamined life, but we also know how much easier it is to pick the problem out in someone else than to see the glaring error in what we do ourselves. And we also get caught in patterns of behavior rather than look at what those behaviors mean.

Throughout the last few months I have been keeping tally of my emotional impulses (what else can I do with all of this free time?). There are trends in what and how I look for purchases. Some results include:

  • I am inclined to purchase survival type equipment when I feel powerless
  • I am inclined to research vacations or travel options when I feel stuck
  • I am prone to distract myself with entertainment when I know I have something serious to consider or accomplish
  • I am inclined to purchase cooking equipment when I feel tired of what I’m doing at home

Do you see the trend? My inclination towards purchasing and distraction are directly correlated with a deficiency in my emotional well-being: aka, I have been self-medicating. My purchasing has not been meaningless. It has a cause and an effect. The cause is the set of emotions that are felt due to stressors and variables felt in my life. The effect is that I am unable to deal with the cause because I am not aware of it due to the fullness of my mind in relation to purchasing. The emotional impulses are not satisfied, they are simply brushed aside.

In the short time I have been stepping back from purchasing I have noticed small windows of growing clarity. I’m already finding that I have time for to create better boundaries, channel impulses, create opportunities, be more present in every moment, ease stress and the feeling of being overwhelmed, and develop more room to breathe and examine what is really going on in my life.

There was a study once in which researchers looked at the lives of lottery winners. They found that after their win, these new millionaires would keep purchasing more and more expensive items and adapting to a more expensive lifestyle. Essentially, what thrilled them once no longer thrilled them and they needed more and more spending to feel the enjoyment they once felt. This was termed the hedonic escalator.

Take that idea and apply to purchasing, entertainment, or anything else that is enjoyable but capable of moving into a space out of control. I joke with people that I am either spiraling upwards or downwards. I am either moving towards positive actions or negative. I cannot stay still. I know that I’m not alone. The question then becomes, what are you moving towards, and are you aware of this movement? What could you gain by taking a step back?