Most marketers recognize it's difficult to build an active and engaged audience without producing enough content to fuel their interest. 87 percent of B2B marketers surveyed by Forrester say they struggle to produce content that truly engages their buyers.
Joshua Nite of TopRank Marketing also believes a full editorial calendar is one of the keys to engagement. Here's how he suggests you keep your editorial calendar full:
A blank content calendar can be daunting. But don’t fill it in with random acts of content. Start with your goals in mind, then match them with the topics your audience most wants to hear about. Plan for a good variety of content types and formats to keep things fresh, and make sure to fill the top of your funnel as well as engage the lower part.
Producing regular content is important for audience engagement. But there are other factors around content creation that are just as, if not more important to your content's success.
In order to create content that truly engages, content marketers need to split their focus. Don't just look at the amount of content created. Examine your promotion strategy, social shares, and measure the results to ensure your content is optimized for engagement.
Nite has more on how to plan content for a full editorial calendar below.