On the face of it, a “content calendar” sounds quite obvious. What do you put in calendars, if not content? Don’t you already keep a business diary that details your strategies and campaigns?
Well, that’s all good, but a content calendar is different. It reaches out to others, and details what content your business will produce at a given time.
Content calendars can save your business. They’re not just like that A6-sized diary you keep in the office, they are an effective means to saving you time and energy. They allow you to keep both organised and engaged with your audience – a win-win. We’ll show you how to utilise your content calendar:
- Prepare your Tone of Voice
If your company has a tone of voice for its branding and campaigns, use it for your calendar too. Content calendars need to keep readers engaged, so don’t confuse them with multiple “voices” for your brand or company. Supply them with something familiar.
- Create your calendar schedule
Get content for social media scheduled as far in advance as possible – from 1 to 6 months, preferably. If you take part in events – webinars, Q&As, interviews, product releases, company experiences – note these down on your calendar as soon as you’ve booked them. If you’ve got blank space in your diary 3 months from now, chances are a lot of readers will do too. Give them a reason to attend your event.
- Test, and re-test, your content
Ask yourself questions before you start scheduling. Do your posts reflect the company in an appropriate way, will they encourage a good amount of Facebook likes and shares? Is it SEO friendly? Most importantly, is your content interesting? Ask yourself if you’d read it, and if you’d share it.
- Keep current
Scheduling is important. But you must keep up to date in digital marketing’s fast-paced landscape. You won’t be able to predict breaking news stories or boom trends, so don’t be afraid to get these into your calendar as and when they happen – reshuffle postings if you have to. Your content calendar is not a “done deal” – you can move and rearrange dates as much as you like. The other great thing about content calendars is that they’re another window to competitor’s movements – don’t turn a blind eye to your rivals.
What to use?
Google Calendar is a great start – quick, simple and easy to use.