Your content creation calendar should contain any information and details you need to stay organized that you wouldn’t nec- essarily want to get bogged down with in an editorial calendar. Think of it as a project management tool, while your editorial calendar is more for documenting and presenting your content plan. Ultimately, maintaining both documents will allow you to keep track of the material that your content factory is producing, and ensure that no details or projects slip through the cracks. While it takes time to do so, it’s time well spent. Not only will these documents help you stay on task, but they will also ensure that everyone is on the same page and that content is being deliv- ered when and where it needs to be. It is important to note that effective content marketing doesn’t just mean having a single piece of content for each stage of the buying process for each of your buyers. You are going to need multiple pieces of content for each buyer at each stage of the buying process so that you are getting your message out on a regular basis in a variety of formats. Unless you are creating ever- green content, your content is also going to need to be updated regularly. Plus, to maximize your chances of filling your sales funnel with inbound leads, you will need to create a perpetual stream of new content. How to Create a Content Marketing Style Guide 1. Clearly define your objectives and audience Your company’s style guide is never going to be a substitute for “The Chicago Manual of Style” or the AP Stylebook, nor should it. Instead, focus on addressing a finite number of common issues or pitfalls that will help improve the overall quality of your content. In the process, remember who your end users are. Style guides aren’t just for the marketing team or freelance writers, they’re for everyone in your organization. Craft your style guide to account for people with a wide range of writing skills. 2. Create a structure that's well organized and easy to navigate Once you’ve assessed your objectives and audience, you’ll need to build a logical framework to organize your style guide. It Takes a Content Factory! | 93