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Elements of a Great Content Calendar

Any business marketing strategy includes the ability to control and maintain fresh content for your website and unified marketing message. A great way to avoid stagnate or repetitive information and messaging is to create a content calendar. Having a content calendar creates a plan to follow which can make being organized and intentional about your message much easier. This becomes a shared resource for anyone in your organization to plan their own messaging according to the larger common theme or event and ultimately the overall brand and vision of your organization. Using a calendar format rather than a subject list provides a quick visual aid which allows planning content around events, exposes thin content gaps, and gives a heads up for deadlines.  There are several elements that every great content calendar should have:

Understanding Your Content Goals

Knowing a few things about what needs to be accomplished will set your organization up to create a plan for your content that makes sense. Understanding these goals is the first element of a great content calendar because it will guide and set the tone for your message and how it’s presented. “That understanding comes from:

  • Know your brand– What is your persona, voice or approach to your content presentation? Are you a hip, innovative company who flaunts traditional approaches to your industry, or are you steady and reliable? Casual or formal, or somewhere in between? Understanding how you want to be perceived will unify your organization’s messaging and guide your content choices.
  • Know your audience– Who are your stakeholders and where do they go for information? This helps you keep a relevant stream of content while presenting it where it will make the most impact.
  • Know your tools and resources– What content do you already have that can be reused? What social media platforms do you or should you utilize? What types of new writing or presentations can you produce? Do you have videos, old blogs, company data, surveys, infographics and slide decks? There are tools to unify your marketing with your content calendar, as well.

Schedule Dates for Posting

It’s time to schedule your postings using a calendar resource that can be shared across your organization. Use color coding to differentiate types of posts and commenting for easy tracking of frequency and specific sites used. Your calendar will need to include:

  • Date periods for daily, weekly and other time spans for recurring and special posts.
  • Recognition of important dates and events for the season, your industry and your company. This will influence where you place certain content or tell you what needs to be developed.
  • Space for noting specific content
  • Scheduling for social media activity

Your content calendar can be further referenced when going over analytics from your sites or postings. Be ready to tweak or alter your content calendar based on trends and responses to your current content.

photo credit: photosteve101

Posted on December 7th, 2018 by Rachel Braam, Office Manager

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