If you’re dead set on forming a good content marketing strategy, it might be time to actually form your content calendar. In essence, this basically details the kind of things you’re going to release for the sake of marketing your brand to other people, with the hopes of converting them from leads into prospects and eventually customers. This isn’t just a simple “when to post, and what to post,” but instead an elaborate plan that details what to post, where to post it, when to post it, how to make the content, and why you should make it in the first place.
It might be helpful to understand some numbers behind content marketing. As a whole, content marketing is much less costly than traditional marketing, and yet it has the capacity to generate about thrice as many leads as the latter. Take note, when we say “less costly,” as in 62-percent less. If you want something more surprising, conversion rates can actually be 6-times higher for those with content marketing strategies, and in fact 82-percent of marketers who utilize blogs saw positive returns from their inbound marketing strategies. This means your content calendar is a crucial aspect of making sure your digital marketing goals are executed properly. So how can you be forming your content calendar efficiently?
1.) Make sure your planned content can fit both your niche and your brand persona. Remember that all companies have various “brand personas” or the personality you want your brand to have when online. You can be serious or casual, or professional or fun. The way you write content – and the topics themselves – do a great deal determining the kind of brand persona you want your company to give to your readers.
- Plan the kind of “personality” your company will have through its website, as this likely determines the kind of content you will post. Are you authoritative and informative? Are you friendly and funny? This makes the range of your posts go from intensive data-filled studies to cheerful features.
- What kind of questions did you have about your niche when you started the business, and can you answer those now?
- What questions do you think your customers need addressed? If there are changes in the industry, can you say you’re a source for answers?
- In the image below, publication IGN is a publication primarily catering to gamers in the videogame niche, and as such is producing articles related to gaming.
2.) Try to mix-and-match a variety of content if you want to experiment with content. When we say content, it’s not exclusively for blog posts that are simply “informative.” There are a couple of ideas you can do for a content calendar that can work, depending on your preference and goals. For instance:
- You can plan a thematic series of posts per week, that may perhaps tackle a single general topic that you’ll expand in a series of informative posts.
- Likewise, you can plan a scheduled series of posts every day, with each day tackling a different topic or theme.
- You are also free to make other forms of non-written content, such as webinars, videos, infographics, and graphics.
- Blog posts such as guides, how-tos, general information, case studies, and product-related testimonies can add a bit of flair to your posts.
- Taking IGN as an example, it leveraged on a “theme” for a particular post and related it to gaming, in this case the popularity and hype of Avengers: Infinity War and Mario as a videogame character.
3.) Try to conceptualize a calendar that will last you one (1) to six (6) months. If you want to test the efficiency of your content calendar, try to think of variables that would likely help you form one that would span one to six months. This helps you assess if the kind of content you’re releasing is not only fit for your industry, but also your brand image, and to check if you can do it consistently. For instance:
- Are you capable of conceptualizing content that allows you to schedule social media posts extremely far back? This allows you to schedule posts for a period of time and allow you to observe and make newer posts in advance.
- Check if your content is matching your brand profile by seeing how people interact and react to your first content.
- Take advantage of news stories and trends that you can use to form interesting topics with.
- Be wary of your analytics – if there are topics or concepts that aren’t working, try to modify or change them and observe once more.
- Try to check how the competition is faring with their own posts. What form of topics are they making, and what strategies are they implementing?
Conclusion: Consistency Is Key
If you’ve decided that the content calendar you’ve made is the way to go, a word of caution – always remember that content marketing wouldn’t show results immediately. As such, you have to remind yourself constantly that consistency in terms of publishing is key, and that waiting for results can prove worth it in the end provided you don’t switch things up just because you don’t see results right away.
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