ASAP Magazine invited us to contribute a piece about how to build a successful marketing calendar. For the full story, visit the ASAP website. The following is a synopsis with a couple of highlights:
Why Do You Need a Marketing Calendar?
The three main reasons for building a calendar are to keep all of your marketing projects and events in one organized place, to have a single version of the truth for your entire team, and to track what works as well as things that bombed.
“What blog posts did you run last year, and which ones got the best traffic? Did we generate enough leads from that trade show to do it again? “
Who Should Manage Your Marketing Calendar
We disagree that managing the marketing calendar is a function that only marketing can do. Instead, we recommend that the job criteria include one thing: someone who will do it.
“Bottom line, the best person is someone who will take the responsibility for fielding incoming information, transferring it onto the calendar, and following up for missing pieces.”
What Should Be on Your Marketing Calendar
We outline a sampling of what to include, from earned media byline opportunities to owned media such as blog posts, with events and other activities as well.
“Add anything else that will help you stay organized, that answers common “what are we doing/where are we going” type questions, or that is something the company needs to execute upon in order to succeed. It is your calendar – you should tailor it to work for you.”
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