There’s no end in sight to the variety and quantity of content that B2B marketers are expected to generate. Between white papers, blog posts, case studies, webinars and more – keeping track of everything can be frustrating, and creating a schedule for your marketing team can be tricky.

The most effective way to devise a weekly content marketing schedule is to determine a set target number for each type of content for that time period. Although unexpected projects are always likely to arise throughout the week, try to allocate a certain amount of time per day to accomplishing these pre-set assignments. This is especially crucial in the B2B world, where target audiences are accustomed to receiving a steady flow of new information from companies.

It may be much easier to reach targets during weeks when your company is launching a new product or service, and likewise, harder during a downtime which offers little in the form of company news. No matter what the situation, once you familiarize yourself with the target numbers, it becomes much easier to integrate these on-going assignments in with the rest of your tasks.

The numbers below should be viewed as “suggested guidelines” and tailored according to several factors, including your business objectives, target audience, marketing budget and industry. Hold a meeting at the start of each week to discuss the upcoming content schedule with your team, divide it up among the members depending on each one’s workload, and write out and share the list of tasks with everyone (by e-mail, Trello, on a white board, or even a window).

A Typical Week in Content Marketing Should Include:

3-4 Original Blog Posts

If you’re a B2B marketer, try to write several original blog posts per week pertaining to best practices, tips on using your product, industry trends and team activities. Ensure that there’s a mix between serious posts that impart valuable provide valuable information and opinions on your sector and brand, as well as some informal ones that provide insight into team members’ personalities and fun events at the office.

1 Guest Post

Although creating original content for your blog is vital, it’s just as important to have your content appear in other industry-related publications, at least once a week. Find a source that automatically syndicates selected content from your blog, or submit a post you feel strongly about to an online magazine, news site or blog about your sector. In the “contact us” section, sources often list an e-mail that you can send guest posts too – just remember to reach the specific guidelines and rules for each one to make sure your content is suitable.

Weekly Newsletter E-Mail

– In today’s social world, prospects are used to having access to significant amounts of information on a company, particularly in terms of company news, product updates and upcoming webinars. Send out a brief, formatted e-mail newsletter that covers the top three events from the past week, and highlights several recent original blog posts. If it’s been a quiet week, share a news article that your company was featured in, or write about an on-going campaign or special offer that users may not have noticed.

1 Product Tip/Best Practice

– It’s critical to avoid bombarding prospects and customers with e-mails, but in addition to a weekly newsletter, consider sending out an short e-mail that explains (or includes a link to an in-depth explanation of) a feature or neat trick that your users may have overlooked, and you think would find extremely useful.

3 Curated Content Articles

– We all know that writing original content on a constant basis is challenging, not to mention time consuming. Set up 5-10 Google Alerts for top industry keywords, trends, competitors and influencers, and review them on a daily basis. Watch out for articles that offer a fresh angle on an over-done topic, provide a “101’’ intro to important subject matters, or are just particularly creative. Afterwards, use a B2B social media marketing platform such as Oktopost to distribute the items across relevant social networks.

Bonus: 1 Journalist Outreach

Apart from creating and curating your own content, once a week, it’s great to have someone else write about your company for you. Getting a journalist’s attention can be tough, but it’s worthwhile – especially if he or she ends up writing about unique features your competitors don’t have, or a certain campaign your company launched. Try to pitch a journalist once a week about your company in general, or include a recent press release that you think highly relates to the publication’s content.