The Customer-Centric Editorial Calendar: The Solution to a Focused Marketing Strategy

Robert Rock

Because the most effective marketers are using a cohesive customer journey map to align with dynamic content needs as prospects move through the funnel.

A customer-centric editorial calendar is a dynamic content calendar that responds to the diverse experiences customers have on your website and can:

Provide cross-functional visibility into content production

Support a platform for customer journey mapping

Create visuals for the progressive content story

Garner actionable insights for improvement and iteration

5 Steps to Building Customer-Focused Editorial Calendar

The Prerequisites

Before you get started on the actual execution of an editorial calendar, there s a couple boxes you need to check.

So, we re going to assume that before you start the next five steps, you ve already:

Defined your target personas and audience

Aligned internally on unified, clear company messaging

Established a benchmark for content performance based on metrics

Step 1: Determine Persona-Based Content Themes

It makes sense that when you re creating a customer-centric calendar, you should start planning by thinking about… your customer.

Depending on your team s size and capacity, I d pick no more than 5-10 themes for a given month.

You can definitely have themes that exist for multiple months in a row, but try to have different themes for each month, playing around with the lower priority themes.

If you re looking to continue your editorial calendar education, check out some of our top-performing posts.

Robert Rock
Zupyak is a free content platform for publishing and discovering stories, software and startups.