If you are creating content, you need a content calendar. I know – no earthquake notification!

What about a calendar of paid content in particular?

Should it be part of the ordinary editorial calendar? A separate calendar? Do you even need a paid content calendar?

The answer to the first two questions is: How do you build your own marketing calendar is right for you and your business.

The answer to the third question is: almost definitely.

Learn more about what a paid content calendar is, why you should consider using a calendar, and what tools we recommend for creating your own.

What is a paid content calendar?

It may seem obvious: A paid content calendar is a calendar you use to design paid content, right?

Well, it’s a little more complicated than that, because paid content works differently than other types of content.

It’s usually more direct and sales-oriented than the others, and unlike the rest of your content that you’re likely to own (even if it ends up earning), it can exist multiple platforms.

The content calendar for paid ads does not mean what you want to post; it plans when and where you want to send it, as well as how much you want to spend on it.

What’s the difference between a blog content calendar and an ad content calendar?

A blog content calendar is for dedicated media, especially a blog, while an ad content calendar is paid content.

Your blog’s content calendar is likely to go through a somewhat lengthy process from start to finish, from initial data collection, reviewing by researchers, authors, and editors, publishing, quality assurance reviews, and so on.

The paid content calendar is more tightly focused buyer’s trip as a sales target. It’s a schedule you follow when you’re going to get information right in front of people.

Sometimes the two types are on the same calendar; sometimes they are separate. It depends on what you want them to do.

5 reasons to use Content Calendar for paid ad campaigns

Using a paid content calendar is a good idea for many businesses, whether it’s connected to or separate from regular content calendars. There are five reasons for this.

1. Plan your entire ad campaign in advance

You can use a paid content calendar not only to set dates and times, but also to finalize where your ads are being sent and what they’re saying.

For example, Hootsuite does this (with Google Sheets) when planning its social media campaigns and determining what topic, site, copy, and link to use when it’s ready to run ads.

Reasons to Use Content Calendar for Paid Ad Campaigns - Pre-Plan Your Entire Ad Campaign

2. Avoid reinventing the wheel for evergreen campaigns

In the Hootsuite image above, you may have noticed that they don’t have dates in those campaigns – they are organizedevergreen“-Tab.

In this case, using a separate calendar for paid advertising campaigns can be a real benefit: You have a paid campaign that works well. You don’t want to go beyond the virtual welcome, but you know it could work well again in the future without making a few changes to the content.

Why try digging through old campaigns, either through your content calendar or the ad history of the site you choose, whenever you can organize things into one spreadsheet or other documentation system?

When it’s time to pull one of these evergreen campaigns, you can simply move it to your dated paid content calendar, and you’re done, except for the actual posting of your ad.

3. Plan your vacation

In many industries vacations are great sales times, and whether you’re on sale or not, vacations want to sneak up on you.

Depending on the type of calendar you use, the program may automatically fill the holidays in your calendar. You can also download a template that will do this for you, like one HubSpot created by:

Reasons to use Content Calendar for paid advertising campaigns - Plan your vacation

If your brand wants a campaign for World UFO Day (who knew?), And it usually takes your team two months to move from brainstorming to advertising, count two months back. Then add an event called Brainstorm World UFO Day Ideas.

You could even recall a week before saying, “Remind everyone of the brainstorming on World UFO Day.”

Depending on the calendar program you use, you can even set it to repeat your events every year, so brainstorming the session would already be on your calendar for next year’s vacation.

4. Track results and adjust plans

Your paid ad content calendar should include your campaign’s estimated and actual start and end dates, but it can also include a daily or weekly breakdown of your campaign results.

You are already tracking the success of your campaign. by adding the information to your calendar, you can see at a glance whether the campaign is working as planned and consider whether the campaign should continue? stop it early.

With all of this in one central calendar, you can look back or look ahead to see if you can replace a poorly performing ad with what you think is more effective – or you need to delay starting a new one because of how successful your current campaign is.

5. prioritize

Some programs allow you to set priorities for different projects.

For example, imagine it’s the end of October and you want your holiday campaign ready to start by mid-November. However, you also have a great blog that you want to write and promote.

They are different enough to promote both at the same time without any conflicts, but one is a higher priority than the other.

If you use a program that allows you to prioritize paid content (such as Asana), you give yourself room to wave.

Reasons to use Content Calendar for paid ad campaigns - prioritize

Primary paid content takes precedence over others, so make sure they go into the pipeline on time. Lower priorities remain in the system and you can access them later if needed.

In addition, most of these programs alert you when a project is late, so you can adjust dates and change priority levels as needed.

Content calendar tools for paid ad campaigns

There are a lot of content planning tools out there, and if you already use a calendar program for your content, you can probably use it for paid ad campaigns as well.

I have 14 favorite tools to organize content, but let’s look at just three of them for our purpose: Google Calendar, Asana, and HubSpot.

Google Calendar for paid content calendars

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

Google Calendar integrates well with others Google products, so if your organization already uses things like Google Docs for content, you don’t have to do much to make your different products work well together.

Like many paid options, you can color-code your entries, set start and end dates, invite relevant people to view or edit your calendar, and more. At least in terms of timing, it’s kind of a one stop shop.

Content Calendar Tools for Paid Ad Campaigns - Google Calendar

The downside to paid options is that you can’t collaborate directly on a calendar task. Of course, you can integrate this with other Google products, but the collaboration is in the products and not in the calendar itself.

Asana for paid content calendars

Asana could be ideal if you want to see the big picture and small details at the touch of a button.

You can create an endless number of apparent projects and subtasks (and subtasks subtasks), and there are over 100 integrations available.

One useful aspect of Asana is that you can look at the graph shows exactly how much each member of your team has on their plate.

Content Calendar Tools for Paid Advertising Campaigns - Asana

This can help with campaign planning because you can see – even months in advance – who has the bandwidth to perform various tasks.

HubSpot for paid content calendars

If you’re looking for an option that includes calendars, automated marketing, customer service, and more, Hubspot have you covered. Anything you want to do with your content or paid campaigns can probably be done on the platform.

If you swing, they fit you, they offer Social media content calendar template you can download for free. However, there are no bells and whistles in the paid membership.

That membership gives you access to many marketing tools, including very flexible and easy to read social media marketing calendar.

Content Calendar Tools for Paid Ad Campaigns - Hubspot

Frequently asked questions about paid content calendars

What is a paid content calendar?

A content calendar that lets you plan when, where, and how you promote your content.

How is a paid content calendar different from 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.

How is a paid content calendar different from 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 a year, you need to use the calendar to keep you organized, plan your vacations, and better track your results.

How can a paid content calendar help my business?

It can help your business in dozens of ways, including pre-planning entire campaigns, accessing evergreen materials, preparing for the holidays, tracking and adjusting work, and prioritizing.

Conclusion of paid content calendars

Calendars are essential for doing any kind of business, and using calendars to track paid campaigns can be especially important.

They help you plan when and where to post content, track the success of your campaigns, and adjust accordingly, track dates and evergreen content, and more.

If you have a calendar for your blog content, you can probably use the same calendar – or at least the same program – to maintain your paid content calendar. However, if you need a new system, you have tons content management systems where to choose.

If you need a little extra help, we are always ready to give it to you consultation and help you on your way to success.

How do you use your paid content calendar?

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