Create an Effective Content Calendar for Your Online Presence
However you choose to build your calendar, make sure you follow these tips to ensure it’s working for you and not hampering your content creation.
Identify your market: who’s your target audience? What sort of topics do you plan to cover? Make sure you know the answers to these questions, and solicit advice from as wide a group as possible before determining who you’re writing for and tailoring your content plan to suit.
Set your schedule: even if your industry moves quickly, you can still attempt to plan selected content as far in advance as possible, reducing the pressure on your team and ensuring they’re delivering great quality content that’s properly researched. Map out the next month, quarter or even year, filling in key dates such as product launches or industry events, and planning content to match.
Be flexible: you’ll see a number of gaps between key events, into which you can plan less time-sensitive content, but leave enough wiggle room to allow you to quickly slot in breaking news or reaction when it’s needed.
Maximize your resources: don’t forget to make sure your content plan is achievable based on the manpower or money you have. One way to stretch your budget further is to see what assets are already in existence – you may be able to find new and effective ways to present, update or repackage older content that’s still valuable, such as slide decks or survey data.
Curate third-party content: don’t forget you can also share other great content, particularly on social media where the demand for content is often greater. Use your social streams to steer your audience towards other great relevant content too – it all helps build your reputation as a provider of good quality and relevant material.
Be platform-specific: some content works better on certain platforms rather than others – place an infographic on Twitter, for example, while revealing the full story on LinkedIn. Don’t forget to cross-promote too, pointing your Facebook fans to your blog, or sending Twitter users to Instagram for a slideshow, for example.
Build a delivery framework: once your content plan is in place, make sure everyone knows their job, and create a workflow and manageable deadlines that ensures quality content is delivered smoothly.
Integrate a planning meeting into your schedule: bring your team together regularly, not just to plan new content, but review existing content too. Make sure you’re tracking the performance of your content to refine what you offer.
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