In Tuesday’s post I described how to go about setting up a steady stream of tweets to populate your Twitter account. The post covered the mechanics of the process, so now you might be wondering where to get all that content from. Here are a few ideas for how to curate outside sources to provide relevant, timely content to your followers.
In reality, a Twitter editorial calendar is less “editorial” and more “planning.” Given that you’ve only got 140 characters to play with (only 120 if you want to leave room for ReTweets), it’s not like you’re going to create groundbreaking editorial content for your Twitter stream. Therefore, what I use Twitter for, and what many of the people I follow seem to do, is to curate links to content I feel that my Twitter audience will be interested in receiving. This can include my own content, of course, but will also include links to others’ content. I also make use of Twitter to get questions answered, take the pulse of my followers, and to do some (very limited) self-promotion.
Here are the steps for developing a consistent, easy-to-manage Twitter stream:
In the spreadsheet I’ve included what I consider to be the most important fields that you should fill out while creating your calendar, as well as some columns for tracking your results afterward.
Hopefully now you’ve got a structure for your editorial calendar. But it’s empty. How do you determine what content to include in your blog?
The first place to start is to listen. I’ve said before that I’m a huge proponent of social media listening, as that’s where you’re going to find the topics that are of interest to your audience. You’ll want to also understand how you’re telling your brand story – what’s your voice, who’s speaking on your behalf.
So assuming that you know who your audience is, you know what you want your voice to be, and you know who’s writing (if it’s a multi-author blog), let’s look at some of the various ways to flesh out your editorial calendar for your blog. These may not all be appropriate for you, just pick and choose to get the right balance of content for your brand.
As you may know, we’re huge fans of editorial calendars around here. We use them for all of our client work, plus our own internal content creation efforts and social media scheduling. Here’s a look at how we approach using a social media editorial calendar.