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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.