We’ve all been in meetings where the dreaming happens. It’s all sunshine, butterflies, and unicorns. The higher-ups share their vision as you nod your head in agreement and add a comment or two. You can really see the proposed plan working and the benefits. Ideas are coming at you left and right inside your head. Then reality slaps you in the face because it’s time for you dig in your heels, write the goals, make the plan, develop the content, implement the campaign and analyze the results.
Just envisioning the process for that last sentence can be more than overwhelming for some people. It can even be paralyzing. But, it doesn’t need to be.
Could your strategy benefit from using a content calendar?
I would venture to say that the answer to that question is yes. Everyone knows that in order to stay consistent and see results organization is required. However, many marketers still find it challenging to know exactly how to set up a content calendar that will help them achieve their goals.
Build a Strong Foundation
Just like a house requires a solid foundation to remain strong, your content calendar will rely on a strong foundation. This foundation comes from 4 key areas. (See links for more in-depth explanations)
- Your company SMART goals
- Your Buyer’s Persona
- Your Buyer’s Journey
- Your overall marketing strategy
Begin with an Annual Overview
You’ll begin with a bird’s-eye view as you look at the year’s content in broad chunks. It isn’t time to worry about the details. Identify overarching themes such as holidays, events, promotions, new products, etc.
Use an annual calendar for this portion of your strategy.
- First, mark which holidays are important to your business and specific dates or events that you don’t want to miss.
- Second, identify which content themes need to be covered, but can be moved around during the year. Keep in mind topics that match the needs of your buyer persona at various stages of their buyer’s journey.
- Finally, determine the length of time a content theme will run during the campaign as well as what format type you’ll be using. This will allow for plenty of prep time to get your content ready for publication and distribution.’
Let the Brainstorming Sessions Begin
Now that you have the themes needed to cover throughout the year it’s time to get your team together, fill them in on the annual calendar and seek their input for changes or new ideas. Don’t limit this brainstorming session to one meeting. Schedule regular team meetings throughout the year to gather input on ideas and possible modifications. During this phase, double check that your ideas have addressed the needs of the Buyer Persona and that they are aligned with the Buyer’s Journey.
Keep your calendar in an area that is accessible by your entire team. This will allow them to see the themes, how they work into the year and will encourage content ideas to fill in the smaller pieces. Implement a system that allows them to record their ideas. It could be a simple as a spreadsheet.
Begin Planning Out Monthly Calendars
Your monthly calendar will be the calendar that you refer to the most. It is going to tell you what topics are being covered, who is writing or producing content, due dates and publishing dates.
- Start creating your monthly calendar by filling it in with the themes and ideas from your annual calendar and brainstorming sessions.
- Next, fill in the weeks with more specific topics and themes.
- Identify due dates for editing and publishing dates.
- Make assignments. Who will be editing? Who will be writing? Allow people the opportunity to remain creative by encouraging them to cover topics they are familiar with but to also encourage them to cover topics that will stretch their learning and encourage growth.
Remain Flexible
A content calendar is a tool used as part of a broader marketing strategy. Every business’s marketing strategy is subject to change based upon various internal and external factors. Changes that occur in a marketing strategy may require changes in the content calendar. Remain adaptable and flexible when these changes occur, but allow your team ample amount of time to make changes.
Takeaways
Content marketing is unique in that it is used to help unite consumers and brands as they find common ground for communication and build relationships. It is a marketing strategy that is being implemented in businesses around the globe.
Using a content calendar provides a strategic approach to meeting the needs of your customer. It allows you to keep a clear focus on your business goals and a doable process to implement your strategy. It prepares a plan for the absolute best content to be delivered at just the right time. More importantly, it opens the doorway for relationships of trust with your ideal customer and prepares the path for lifelong loyal ambassadors of your brand.