A content calendar is a list of content you will create to drive traffic to your site. A content calendar is the secret weapon when it comes to paid advertising.  It is a plan of attack.  Content that will be created in advance to support your campaigns.  The idea is that you will be able to measure the effectiveness of your campaigns more easily and effectively.  Content calendars are an investment.  They are worth it.

Content calendars are a great way to keep yourself organized and on track with your marketing campaigns, especially when you’re looking to spend money on ad space. The most obvious benefit of using a paid content calendar is that it’ll help you make sure that you reach your audience with the right message at the right time. Among other things, it’s also a great way to monitor how much time you spend on your campaigns and what’s motivating you and your team.

A content calendar is a simple tool that can create a road map for you to follow to effectively execute your paid marketing campaigns. It helps you clearly see if you are on the right track and reach the right goals.

When you create content, you need a content calendar. I know. It’s not a crushing revelation!

What about a specific schedule for paid content?

Should it be part of your regular editorial calendar? A separate calendar? Do you really need a paid content calendar?

The answer to the first two questions is: How you build your marketing calendar depends on you and your business needs.

The answer to the third question: almost certainly.

Find out what a paid content calendar is, why you should have one, and what tools we recommend for creating your own calendar.

What is a paid content calendar?

This may seem inexplicable: The paid content calendar is the calendar you use to schedule paid content, right?

It’s a little more complicated because paid content works differently than other types of content.

It tends to be more direct and sales-oriented than other types of content and, unlike your other content, which is likely to be owned (even if it is ultimately earned), can exist on multiple platforms.

The paid advertising content calendar not only plans what you want to publish, but also when and where you want to publish it and how much you want to spend on it.

What is the difference between a blog content calendar and an advertising content calendar?

The blog content calendar is for your own media, specifically your blog, and the advertising content calendar is for paid content.

Your blog’s content calendar probably goes through a pretty long process from start to finish, from information gathering to research, writers and editors, publishing, quality control, etc.

The paid content calendar is more strictly focused on the buyer’s journey to make sales. This is the program to follow if you plan on passing information directly to people.

Sometimes these two species are on the same calendar, sometimes they are on different calendars. It depends on what you want them to do.

5 reasons to use a content calendar for paid campaigns

Using a paid content calendar is a good idea for many businesses, whether it’s linked to or separate from the regular content calendar. Here are five reasons why.

1. Preparation of the whole advertising campaign

With the paid content calendar, you can not only set dates and times, but also definitively determine the placement of your ads and the content of your ads.

Hootsuite, for example, does this (using Google Sheets) when planning their social media campaigns and determines the theme, page, text and links to use when the ads are ready to run.

2. Avoid reinventing the wheel for ongoing campaigns

In the Hootsuite image above, you may have noticed that these particular campaigns don’t have a date – they’re in the Periwinkle tab.

In this case, a separate schedule for paid advertising campaigns can really make a difference: You have a paid campaign that works. You don’t want to abuse virtual hospitality, but you know it can be successful in the future with little or no change in content.

Why sift through old campaigns, whether it’s a content calendar or an advertising history on your website of choice, when you can easily organize everything in a spreadsheet or other documentation system?

When it’s time to launch one of these perpetual campaigns, simply move it to your paid content calendar and, with the exception of ad placement, you’re all set.

3. Holiday planning

In many industries, the holidays are a time of big sales, and whether you’re in sales or not, the holidays like to sneak into your life without you even realizing it.

Depending on the type of calendar used, the software may automatically add holidays to the calendar. For example, you can also download a template that does it for you. B. the one created by HubSpot:

If your brand wants to launch a campaign for World UFO Day (who would have thought?) and your team typically takes two months to get from idea to promotion, count back two months. Then add an event called World UFO Day – Brainstorm Ideas.

You can even create a reminder a week in advance: Everyone remembers the World UFO Day brainstorming session.

Depending on the calendar program you use, you can even set it up to repeat the event each year, so the brainstorming session is already on your calendar for the next year.

4. Monitoring of results and adjustment of plans

Your paid advertising content calendar should include both scheduled and actual campaign start and end dates, but can also include a daily or weekly breakdown of campaign results.

You already track the results of your campaign. By entering information into the calendar, you can see at a glance if the campaign is working as planned and consider extending or ending the campaign early.

Since everything is in a central calendar, you can look back or ahead to see if you can replace ads that aren’t performing with ads you think will perform better, or if you should delay launching a new campaign based on the success of your current campaign.

5. Priority

Some programs allow you to prioritize the different projects.

For example, imagine it’s the end of October and you want your Christmas campaign ready by mid-November. But you also have a nice blog that you want to manage and promote.

They are different enough to be promoted simultaneously without conflict, but one has a higher priority than the other.

If you use a program that allows you to prioritize paid content (like Asana), cut yourself some slack.

High-priority paid content will be prioritized over others, so make sure it moves through the pipeline in a timely manner. The lower priorities remain in the system and you can recall them later if necessary.

In addition, most of these programs alert you when a project is behind schedule, allowing you to adjust deadlines and change priority levels as needed.

Tools for content calendars for paid advertising campaigns

There are many tools to schedule content, and if you already use a calendar program for your content, you can probably use it for paid campaigns as well.

I have 14 favorite tools for organizing content, but for our purposes we’ll only look at three: Google Calendar, Asana and HubSpot.

Google Calendar for Paid Content

Who doesn’t love products that are both free and effective?

Google Calendar integrates well with other Google products. So if your business is already using products like Google Docs to manage content, you don’t have to worry about them working together.

As with many paid options, you can color code items, set start and end dates, invite people to view or edit your calendar, and so on. As far as scheduling goes, it’s kind of a one-stop shop.

The downside of the paid options is that you can’t collaborate directly on the calendar task. Sure, you can integrate it with other Google products, but the collaboration is in the products, not in the calendar itself.

Asana for paid content calendars

Asana can be the perfect option if you like to have the big picture and specific details at your fingertips.

You can create a seemingly infinite number of projects and subtasks (and subtasks of subtasks), with over 100 integrations available.

One useful aspect of Asana is that you can display a graph that shows exactly how many folders each member of your team has.

This can make planning campaigns easier, as you can see even months in advance who has enough bandwidth to complete different tasks.

HubSpot for paid content calendar

If you’re looking for an option that includes calendar management, automated marketing, customer service features, and more, Hubspot can help. Anything you want to do with your content or paid campaigns can probably be done on this platform.

If you’re not sure if this will work for you, they offer a social media content calendar template that you can download for free. However, it does not have the functionality of a paid subscription.

With this membership you will have access to many marketing tools, including a very flexible and convenient social media marketing calendar.

Frequently asked questions about paid content calendars

What is a paid content calendar?

A content calendar to help you plan when, where and how you will promote your content.

What is the difference between a paid content calendar and a blog calendar?

The paid content calendar focuses on the details of your marketing campaign, while the blog calendar focuses on the content you plan to create.

What is the difference between a paid content calendar and a blog calendar?

The paid content calendar focuses on the details of your marketing campaign, while the blog calendar focuses on the content you plan to create.

Do I need a paid content calendar?

Yes, if you run more than one paid campaign per year, you should use the calendar to organize yourself, plan vacations, and better monitor results.

How can a paid content calendar help my business?

It can help your business in dozens of ways, including For example, pre-planning entire campaigns, easy access to consistently relevant content, preparing for vacations, monitoring and adjusting work, and prioritizing.

Calendars are essential to the operation of any business, and using them to track paid campaigns can be particularly important.

They help you plan when and where you publish content, track the success of your campaigns and make adjustments accordingly, track deadlines and ongoing content, and much more.

If you have a calendar for your blog content, you can probably use the same calendar, or at least the same program, to publish your calendar for paid content. However, if you need a new system, you can choose from a wide range of content management systems.

If you need additional support, we are always ready to advise and assist you on your way to business success.

How do you use the paid content calendar?

  • SEO – Unlocks a large amount of SEO traffic. To see real results.
  • Content marketing – our team creates epic content that gets shared, attracting links and traffic.
  • Paid media – effective paid strategies with a clear return on investment.

Paid advertising is a great way to make money, but it can also lead to missed deadlines, upset customers and, soon enough, the loss of revenue. If you’re running a paid campaign, it’s a good idea to establish a content calendar. An effective content calendar will help you keep your campaign on track and on budget.. Read more about social media content calendar template 2023 and let us know what you think.

Frequently Asked Questions

Why you need a content calendar?

A content calendar is a tool that helps you plan your content marketing strategy. It helps you to identify the best time to publish, when to promote, and how often. It also helps you track your progress and measure the success of your campaigns. How to create a content calendar? There are many ways to create a content calendar. You can use Excel, Google Calendar, or even an app like Trello. The most important thing is to make sure you have a plan. What are the benefits of a content calendar? A content calendar helps you to: – Plan your content marketing strategy – Track your progress and measure the success of your campaigns – Identify the best time to publish, when to promote, and how often – Create a plan for your content marketing strategy – Track your progress and measure the success of your campaigns – Identify the best time to publish, when to promote, and how often – Create a plan for your content marketing strategy

What is a content calendar used for?

A content calendar is a tool that helps you plan your content marketing strategy. It helps you to identify the different types of content that you will need to create and publish in order to achieve your goals.

Why is a content calendar key for a digital marketing campaign?

A content calendar is key for a digital marketing campaign because it helps to organize the content that will be released over time.

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