Marketers turn to their editorial calendars every day to guide their content marketing decisions.

It’s time to stop that, says Ryan Brock, a leader in pillar-based marketing.

Instead of continuing the calendar approach just because everybody’s been doing it for years, adopt a more content-favorable strategy — pillar-based marketing. “We don’t publish according to any given timeframe, cadence, schedule, etc. It just takes too long to know if what you did worked,” says Ryan, who co-authored the book Pillar-Based Marketing.

So, how do you get that content ROI more quickly and make content an asset, not a risk?

Ryan has some thoughts. Watch his above presentation, The People vs. The Editorial Calendar, to learn more about why and how to make the shift from a calendar approach to pillar-based marketing.

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Cover image by Joseph Kalinowski/Content Marketing Institute