Lacy BoggsA blog editorial calendar doesn’t have to be something fancy; in its most basic form, it’s a calendar that tells you what you’re going to write about and when.
Now, you may be thinking, “I don’t think I want that! I like to blog when inspiration hits.” Or, “I just like to go with the flow.”
But let me ask you this: What do you do when inspiration doesn’t hit? And how do you know if your blog is really working for your business in the long run?
My guess is you don’t: you either don’t write when inspiration doesn’t hit, or you’re not sure what your overall blogging strategy is. And that’s where a blog editorial calendar comes in.
I like to think of your blog as a long-form sales letter or sales page, because it has to hit all the same points that a sales letter has to — just stretched out over time instead of all at once.
So how do you achieve that?
What I like to recommend to my clients is to make sure that each post you write falls into one or more of the categories of a great sales letter. I like to follow the A.I.D.A. formula, which stands for Attention, Interest, Desire, and Action.
So as you’re creating your ideas for your blog, ask yourself: does this blog post attract attention? Does it hold your reader’s interest so that they will come back to your blog? Or does it generate desire for your product or services? (Action can come in the call to action of a blog post, or it might come in an email autoresponder afterward.)
When you’re building your editorial calendar, you want to make sure you include all four of those elements, because otherwise, you’re just talking to the wall. You might be writing great blog posts, but if you don’t have don’t have a strong strategy behind them, it’s not going to convert readers to sales.
Want to know more about the AIDA formula? Click here to download my Top Secret Guide to Your Blog’s Editorial Calendar ebook to learn how to apply this strategy to your blog’s editorial calendar.
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