Social media has brilliantly expanded the opportunities and reach of brands and businesses. The ability to control and manage your message at point of need is a welcome shift in traditional PR and marketing constraints. Maximizing the right platforms and tools available is now the challenge we face. Perhaps one of the more beneficial social channels for PR activities is mostly perceived to be a recruiting tool – LinkedIn.
According to the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends Report produced by Content Marketing Institute and MarketingProfs, 89% of B2B marketers use LinkedIn to distribute their content. This makes it the most often used, and reportedly the most effective, social platform of choice.
Next to having a smart content strategy in place, leveraging a robust editorial calendar is the most important thing you can do to ensure successful content execution.
Most organizations now publish a higher volume of content assets, have more individuals authoring content, and often these content developers are dispersed throughout a region or across the globe. Factor in complex business priorities, a wide array of industry trends and topics, enormous technological advances, and a rapidly evolving marketplace, and you have a massive web of variables of which to stay ahead.
Even if you’re managing the content strategy of a smaller organization, or as a one woman show, leveraging an editorial calendar can support long-term scalability and minimize writer’s block.
But the real benefit is you have a holistic view into the events and activities of your organization for the entire year, providing a starting point in many cases, to the actions you need to take to support business priorities. You can share this with leadership to gain buy-in for where you will focus editorial time, and you can provide meaningful metrics showing how you’re impacting their priorities each quarter and by year’s end.
We live in a world where the increase in content and ideas being shared across the globe continues to rise. Content creators are publishing on a multitude of platforms, in a variety of media formats, and at a rapid pace. We are all vying for the attention of our often times similar target audiences, and competing for interest within a limited span of time. While I personally believe there is no one magic bullet to attract and retain visibility, there are things we can try to increase our odds.
There are several resources available where research has been done examining the highest access times across social media platforms. These are a great start for experimenting with your content publishing schedules; however, there are always unique circumstances to consider depending on your intended audience.