Creating a content calendar allows you to be organized, efficient and productive in getting your message out into the world so that you can be attracting more customers to your business or services. The first step in creating a content calendar is to develop your overall content marketing plan. Next, you will want to prepare by reviewing your competitions most popular content on relevant platforms and also review your stats from your own past content to identify what will likely do well. Then after selecting your preferred method for creating your editorial calendar, you will want to brainstorm topics and begin to organize them on your calendar while also including any content for planned sales, launches or special promotions. Do include a call to action for each piece of content you distribute so that they are all leveraged and resulting in entries into your sales funnel or email list. Your content calendar will not only save you time but help you provide value, position you as an expert and increase your reach.
Your content marketing plan should include all the information you've developed from your overall marketing strategy. This means you should know:
- Who your target market is
- How you are solving their problems
- What your USP (unique selling proposition) is
- What your brand value is
- What the best platforms are to reach your target market
- How you will process sales
- What your goals are and a break down of how you will achieve them with your marketing
A detailed break down of how you will achieve your goals is important because as they say "if you don't plan for success you plan to fail." Part of your break down plan will include the frequency of your content distribution and include a plan to extend and reuse your content across platforms.
An example of this would be to write a blog post, use it as the basis of the script for your Youtube channel or Podcast topic -> create an Instagram Post using snippets of the content -> make an IG Story set using value points from the blog post -> making a Pinterest graphic fro the blog -> share the content on Twitter as a tweet highlighting the main benefit and then create a Facebook post for your group or page using the post as a talking point and to engage with your audience.
At this point, you know where to post and how often so it's time to pick your topics! You will want to do some exploration of what topics will resonate the most with your target audience by looking at your competitions most successful posts and then also take a look at your own statistics for past performing pieces of content. You can also go ahead and just ask your audience or those within your target market what topics are of interest to them and what questions they may have that fits into your offering.
Tieing your content to your goals is imperative. There is value in brand awareness but there's even more value if you can connect your content marketing to a sales goal. This connection is called a sales funnel. The idea is that someone new or who is already within your audience receives an opportunity or call-to-action with each piece of content that further aids them in solving their problems with your product or service. You can use an email optin, links to your website or links directly to your appointment booking page within each piece of content you create and distribute. Why not optimize your content so that each piece is directly serving your revenue goals!
Be smart and create content that provides real value to your target audience, positions your brand expertly and creates a perpetually growing reach of influence and connection with new potential customers.
If you want help with either strategy, an editorial calendar created for you or with your content creation book a free consultation with me now!