Your editorial calendar is getting in your way…

07Jan11

In case you hadn’t heard, there is a big collective experience going on in the Tech world right now – CES. I say that with some sarcasm, because this event tends to transcend “business vs. consumer” quite well, so you’ve probably heard of it.

Anyways, my point is that I don’t see a lot of corporate blogs piggybacking on this collective experience. It is an excellent opportunity to get your content in front of people, as long as you make it relevant to what they are experiencing.

Piggybacking, in it’s simplest definition, is when you write about a current trend. Like how Maggie got over 3k hits on a YouTube video when her iPhone4 was having service issues. As that demonstrates, piggybacking is an excellent way to get a little extra SEO juice.

My theory behind this lack of acknowledging the collective experience, is that the editorial calendar is getting in the way. These blogs are so concerned about planning out every single post for the next month that they throw relevancy out the window.

In my opinion, this is a fatal mistake.

Content consumers thrive on finding content that is relevant to their experience, right now. By “piggybacking” on to a collective experience, you can tap into what hundreds (if not thousands) of people are doing at the same time. It’s an excellent way to get your brand out in front of new potential customers (or members).

Now I don’t mean to imply that you should just start writing about CES if it has nothing to do with your organization or company. The idea behind piggybacking is that relevancy is the most important thing.

For example, at a previous association I worked at, I might write a blog post about CES, give a little background about the event and then ask the readers to give their take on which gadgets they see coming out of CES that will have the biggest impact on how they practice medicine. The idea is to get the conversation going and have your readers talking to each other, instead of your just talking at them.

So, I put this out there. Here’s how I propose you adjust your editorial calendar to make it more flexible…

1. Listen and look for what large events are coming up

If you’re tapped into the Twitterati, this will be easy. If not, check out some of the trending topics on Twitter. Twitter is a GREAT place to get snapshots of what is taking place at any given moment in time.

2. Don’t schedule out every single day on your editorial calendar

I know this may give some a heart attack, but the beauty of social media is that it is ever changing, ever evolving. Leave room in your editorial calendar to be a real person, and not just a corporate entity. Recognize what’s going around you and engage in that collective experience. The way I used to do this was to have themes for the day or week (like Fun Fridays) that were generic enough to be adaptable. Those themes gave me guidance on what to look for, but still allowed my editorial calendar to breathe.

3. Improv

So this is my theatre background coming out a bit, but you’ve got to know how to adapt and be nimble if you are going to survive in the social media landscape. It’s about a moment in time, so seize it and make something wonderful.

So what collective experiences have you piggybacked off of? What sort of change in the conversation did you see?

~Lynn

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2 Responses to “Your editorial calendar is getting in your way…”


  1. 1 Tweets that mention Your editorial calendar is getting in your way… « SNAP Blog -- Topsy.com
  2. 2 You’ve Got to Read This: January 11, 2011 « Reid All About It

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