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Being organized doesn't mean being rigid – in reality, your calendar will rarely stay exactly as planned. Impromptu content may be written based on industry news, writers may fall short of meeting their deadlines, and on rare occasions your writers may get inspired and submit more pieces than required. The important thing is to be flexible to such changes in your schedule. Ultimately, if you're just starting off building your blog, you have to be ready to get your hands dirty and to write the majority of content yourself. At this point, it's important that you build your blog to reach a critical mass of content (which varies in every industry and for every company) such that you have a strong number of engaged and active readers. To build it to this point, your best bet is to take the reins and write several pieces per week yourself. Try to encourage contributions from your team as well: for instance, getting your manage- ment team on board to write pieces is fantastic because they likely have the reach and exposure to get more people to your content. Until you have the resources to build out your content team, it's time to roll up your sleeves and get writing. After all, no one understands your brand and your customers better than you. 8 Behind the Scenes of Content Marketing What are the keys to effective content marketing? Joe Pulizzi is the author of Get Content, Get Customers and Managing Content Marketing. He is also the founder of the Content Marketing Institute, Content Marketing World and Chief Content Officer.

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