2. STEPS to recycle your content, create BUZZ, build business, save TIME & money & other reasons why you need an EDITORIAL CALENDAR Copyright © 2013 Nandy Heule www.HeuleCommunications.com Your knowledge is “content.”

3. Overview What is an editorial calendar? Why an editorial calendar? Step 1: line up your authors Step 2: line up your topics Step 3: reuse and recycle Step 4: complete the calendar

4. Opening thought… If you are a Subject Matter Expert in your field, you can set up your own editorial calendar within your personal business development plan.

5. What is an editorial calendar? We’ll define the editorial calendar as a work plan for all communication pieces to be produced in a fixed time period. Why, when & with whom do I share my knowledge?

6. What is an editorial calendar? It is relatively easy to produce a good tracking tool, but an actual calendar format probably won’t work. A Gantt chart may work better.

7. Why an editorial calendar? Get a realistic perspective on anticipated work load. Discover how to effectively “recycle” content. Ensure you get the best content by lining up Subject Matter Experts (SME) well in advance. If you are the SME, skip to slide 10

8. Step 1: Line up your authors At your organization Who has direct contact with clients/customers/your target audiences?

9. Line up your SMEs Your best SME How sensitive is your SME to being edited? Would the SME prefer to be interviewed, rather than write? Would she be willing to do a video clip? Prefer it? Is he eager to do media interviews; set up a Twitter account?

10. Step 2: Line up your topics Your SMEs will be the best source of ideas, industry news and gossip, and referrals to others within their knowledge area. Assess if these topics are newsworthy.

11. Line up your topics Talk to Heule Communications about ways to make your topics newsworthy to your audiences… which begs the question: do you know who are your readers? listeners? visitors?

12. Step 3: Reuse and Recycle You have decided what topics are newsworthy and should be talked about. You have lined up your authors or ghostwriters. You now need to decide how to distribute this information.

13. Example: Reuse and Recycle Your article appears in print format in your organization’s newsletter. A summary appears online with a link to the full-length article. (reuse) The article factoids make good Twitter posts. (reuse) You can start a conversation on LinkedIn to encourage distribution and comments. (reuse) With permission, comments made on social platforms can be integrated into the article … and you can recycle it as a collaborative thought-leadership piece. Now you may have some fresh, new content for a talk.

14. Like so….?

15. 4. Complete the calendar Here’s the trick… the order of activities described in the previous slide may NOT be the order you want to follow. Next slide please

16. Complete the calendar Instead … create buzz. Start with a Twitter post. Begin a little online conversation. Distribute your piece in an e-zine. Go to print with your final thought- leadership piece for clients. Or a professional trade magazine?

17. PR to build brand & business

18. Reuse and recycle 1 good topic can be recycled across different PR platforms. If planned correctly, this will save time and money

19. Steps for results You need an editorial calendar to effectively produce, re-use and recycle Content (Knowledge) So you build brand and business

20. We provide PR & communications services to professional services firms, associations, and non-profits in health care and international development. Visit us at HeuleCommunications.com Thank you!