Airtable is Life: a Content Marketing Case Study

If I had Airtable referral credit for everytime I argue with someone who says that it's just fancy excel, I would still need to write this blog, because I do not have the time to argue with all of you.

First of all: OMG Airtable is not just spreadsheets with magic dust sprinkled around them, tricking me into thinking it is something different. I do not talk about and use some fancy excel all the damn time.

Let me repeat: Airtable is not spreadsheets, y’all. It’s database software. Spreadsheets have columns and rows and formula capabilities. Airtable has rich columns and records and linking between records and tables. Okay, what are rich columns, that sounds pretty fake. By that I mean, rather than just a text field, a column can be formatted to display single or multiple select, currency, a URL, assign a contributor, an image, a dropdown, and oh yeah, some other shit too for sure. There are 24 total options.

So, for your e-commerce marketing content calendar, you can have a record for each content piece that keeps track of the strategy, author, editor, reviewer, draft deadlines, publication date, the platform, the creative, the blog category, tags, outbound links, inbound links, URL, traffic back to your site, revenue from traffic, etc.

Then, you can organize the data in your tables with custom sorting and grouping rules. Then, you can quickly display your content calendar grouped by platform, then strategy, and sorted by date (or however you want to view your content, because you are a boss and this is almost 2019 and this slice of the world is your oyster). Okay, so you can save that: basically you can build different views—like hey, here’s my editorial view, here’s a strategy view, here’s a planning view of upcoming content, here’s an analytical view of published content where I record performance metrics.

At this point, you are either not reading this blog anymore (physically or existentially), or you are way down for this. Again, I’m starting to get the impression that there are two types of people in this world. And since there’s only one type of person left reading this blog, I can go ahead and say it. Pancake people and waffle people (I don’t care whether you like or eat pancakes or waffles or both; that is irrelevant). Pancakes and waffles are the same thing, though, and either you like your syrup to run all over everything or you want your shit in little boxes that make sense and keep things organized.

Airtable is so powerful if you get the value in that, if you care about getting all the data in and watching those colored records line up fills you with a joy like a balanced chemical equation or not spending hours building metrics reports.

Again, here I am literally sounding insane going into the details of this tool. The point is the functionality, and that’s where linking between records and tables comes in. Relational data, y’all. So, your content calendar? We’ve got all those sweet views, that’s just one table. THEN you can add columns to that table that LINK TO OTHER TABLES. So, each content record can link to a social media post. That strategy column in your content links to a strategy table, where you are keeping track of your strategies, the personas they are targeting, the platforms and products associated with them. And on and on forever until you are master of the known universe and all of your clients/everyone on your content team/your mom goes to Airtable as their bible.

I must disclose that these are affiliate links, so FYI Airtable has a really straightforward affiliate program, and you can literally pay for it by sharing it with others (you get $10 in Airtable credit for every person that you invite who signs up, and $2 in credit for downloading the mobile app).

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© 2018 by sally jane