Why a campaign calendar?
Posted: Tue Dec 17, 2024 6:49 am
Content isn't always the leading lady, but neither is paid
In many articles I read about content calendars , the reasoning is based on the content perspective. Not so strange, since those articles are of course mainly about that content calendar. But what surprises me is that in many of those articles, paid is put in second place. “First determine that content, and then we will see later how we are going to push that.” Absolutely unrealistic, if you ask me.
Conversely, you also see more than once that marketers focus on paid and forget the content behind it. A bad landing page that does not match the message of the campaign or the lack of a blog series that can strengthen the campaign are perfect examples of this. The risk you take here is that conversions will not occur or will be limited. And that is not what you want!
In a campaign calendar, this is different. In this, we really do it together: all disciplines are simultaneously 100% present in the process. In this way, everyone can jump in at the right moments, so that the intended conversion flow flows optimally and we use budgets as effectively and efficiently as possible. Think of it as a football match. You will uk telegram data really not always be the one who gives the pass. It could just as well be your teammate who does that, and then you head the ball in. With your team, you are extremely sharp every second, you work towards that goal and you switch between each other at various times to achieve that goal.
The answer to this is quite simple: there are so many channels, how else do you keep track? In the classic island culture, everyone is busy with everything, often at the same time and without you consciously noticing each other. It is not efficient, and gradually you see that shift towards integral collaboration within marketing departments. The moment to formalize that integral collaboration!
In any case, it is a great success for us. We notice every day that we are now really working efficiently, that we get the most out of campaigns by supporting them with organic, and that we give organic an extra push from paid channels where relevant. In this way, we ensure that channels and campaigns are aligned, and that we do not miss a single conversion opportunity.
Provide a workable variant for the specialists
Now it is understandable that a campaign calendar like I outlined above is absolutely not workable for the content team. As a content team, you just want to know which post you will place on Monday, which blog needs to be ready on Thursday, and when you need to post that video. In those cases, I always advise using a workable variant, where you can specify everything together with your content team.
In many articles I read about content calendars , the reasoning is based on the content perspective. Not so strange, since those articles are of course mainly about that content calendar. But what surprises me is that in many of those articles, paid is put in second place. “First determine that content, and then we will see later how we are going to push that.” Absolutely unrealistic, if you ask me.
Conversely, you also see more than once that marketers focus on paid and forget the content behind it. A bad landing page that does not match the message of the campaign or the lack of a blog series that can strengthen the campaign are perfect examples of this. The risk you take here is that conversions will not occur or will be limited. And that is not what you want!
In a campaign calendar, this is different. In this, we really do it together: all disciplines are simultaneously 100% present in the process. In this way, everyone can jump in at the right moments, so that the intended conversion flow flows optimally and we use budgets as effectively and efficiently as possible. Think of it as a football match. You will uk telegram data really not always be the one who gives the pass. It could just as well be your teammate who does that, and then you head the ball in. With your team, you are extremely sharp every second, you work towards that goal and you switch between each other at various times to achieve that goal.
The answer to this is quite simple: there are so many channels, how else do you keep track? In the classic island culture, everyone is busy with everything, often at the same time and without you consciously noticing each other. It is not efficient, and gradually you see that shift towards integral collaboration within marketing departments. The moment to formalize that integral collaboration!
In any case, it is a great success for us. We notice every day that we are now really working efficiently, that we get the most out of campaigns by supporting them with organic, and that we give organic an extra push from paid channels where relevant. In this way, we ensure that channels and campaigns are aligned, and that we do not miss a single conversion opportunity.
Provide a workable variant for the specialists
Now it is understandable that a campaign calendar like I outlined above is absolutely not workable for the content team. As a content team, you just want to know which post you will place on Monday, which blog needs to be ready on Thursday, and when you need to post that video. In those cases, I always advise using a workable variant, where you can specify everything together with your content team.