Creating a sane sustainable editorial calendar

Businesswomen With a Digital Tablet
 

(This is a guest post by Sarah Von Bargen of YesandYes.org)
 

Since you’re a clever, driven, self-actualized coach, by now you’ve probably heard that you need a blog approximately 307,065,795 times. Your barista probably reminded you this morning and you’ve seen five tweets about it already – and it’s only 10 am.

So you need a blog. Got it. But how does one go about blogging (and creating an online following) while actually, you know, working? How are you supposed to find the time to write, edit, and promote your blog posts while taking on clients and building your practice?

The answer, my astute friend, lies in developing a sane, sustainable editorial calendar.

But first, what does sustainable mean in this context?

A sustainable editorial calendar gives you enough breathing room and headspace to do the work that brings in the money while still posting regularly.

And posting regularly is unavoidably, insanely important.

When you post regularly, you’re telling your readers and potential clients that you are
a) a fount of wisdom who will change their life
b) reliable, trustworthy, and organized
c) a polished professional who has her ish together

Have I convinced you?

Here are my four best tips for building a feasible, non-overwhelming editorial calendar.
 

Choose a day and time, then always post on that same day and time

Do you follow Marie Forleo? (Of course you do). Then you know you’re going to see a new video every Tuesday morning. Do you read Designsponge? If you do, you know you’ll see house tours every Monday. You don’t need to post seven days a week. You do need to choose a schedule and then stick with it.
 

Write less, promote more

If you’re using Twitter, you know that most of us only pay attention to the tweets that occupy our 10 inches of screen at any given moment. This means you can publish a post on Tuesday and tweet about that post once a day, for seven days, till you publish your next one. Because of how we use Twitter, most people won’t notice that you’re tweeting about the same post since they’re following so many people who tweet so many things.

When you’re promoting your posts, experiment with different types of tweets and see which gets the most click through – pull quotes? just the title? tweets with images?
 

Don’t give up just because you “don’t like writing”

As crazy as it sounds, there are plenty of ways to connect with clients and readers that don’t involve 500-word blog posts. You can record podcasts or videos. You can assemble image-heavy posts (if you’re a health coach, these could be images of interesting yoga poses or photos of recipes). You can assemble a product roundup (if you’re a financial coach, this could a collection of apps, books, and programs that will help your readers save money on groceries.)
 

Write a variety of posts – some big, meaty ones + some ‘cheater’ ones

Not everything you publish needs to be a 1,000 word treatise written by you. Of course, you need to write enough helpful, thoughtful posts that your readers know, like, and trust you.

But you can also host guest posts and create interview series. You can round up your favorite links and make them into a post. The internet is oddly enamoured with link posts and when you @mention the people you’re linking to on Twitter, you’re networking and creating content your readers love.

See? Creating an editorial calendar you can actually stick to isn’t that hard. So let’s make a pact that the excuses are over and you’re going to sit down and sketch out the next few weeks of traffic-driving, sales-making blog posts.

Deal? Deal.
 

Sarah Von Bargen has been writing for 14 years and blogging for five. She’s helped hundreds of bloggers, coaches, and small businesses increase their traffic, build a following, and just generally be more awesome on the internet. And she’d love to help you! You can follow along on Twitter or get her free ebook 7 Tips For a Polished, Impressive, Productive Online Life here.