Chapter 4: Rhetoric: The Art of Influence
Editorial Calendar It’s a tool borrowed from journalism to plan content over time (Figure 4.21).11
Figure 4.21: A simple editorial calendar tracks what content to publish when.
Usually a spreadsheet or table, the exact form of an editorial calendar doesn’t matter so much as the planning. When you decide in detail what content you will publish and when, you’re more likely to repeat messages, topics, and themes appropriately. For a longer look at editorial calendars for business, see “How to Put Together an Editorial Calendar for Content Marketing” by Michele Linn at Content Marketing Institute (www.contentmarketinginstitute.com). For an examination of editorial strategy for media and entertainment, see “Exploring Editorial Strategy” by Jeffrey MacIntyre at Predicate, LLC (predicate-llc.com). Hook As journalism slang, it refers to why content is relevant at a particular time. A hook can help you breathe new life into your message, theme, or topic. Some examples include tying content to ■■
The season
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An anniversary
Excerpted from Clout: The Art and Science of Influential Web Content by Colleen Jones. Copyright © 2011. Used with permission of Pearson Education, Inc. and New Riders.
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