Planning out your content calendar

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Have you ever read content that made you wonder why it was written in the first place? There are too many companies putting out content just for the sake of meeting their content objectives. Companies should strive to be strategic about how they use their content so that it helps sell their products or services. The following is a content marketing plan that will help any business gain new customers.

Write content that speaks to your potential customers

You’ll want to keep your customer avatar in mind when you create new content. Your customer avatar is the ideal client that your content is targeting. Think of what your ideal client values, what they’re preoccupied with and what websites they like to visit. This is the type of information you need to craft your client avatar. Think of your content as a marketing tool to reach these ideal customers.

Your content should not only help solve your potential customer’s problems and pain points, but it should also contribute to your goal of getting new customers. A content calendar plan should always seek to answer how your content is going to take a website visitor and convert them to a paid customer.

Brainstorm content ideas

Take some time to plan out the topics you want to write about on your blog and your newsletters. It’s important to get some initial content ideas so that you’re never lost for coming up with things to write about. The posts you plan out for your content marketing plan should support your overall business goals. If email subscribers are the primary source of new business, then your content should focus on getting organic traffic to your lead magnets.

Remember to keep your ideal client avatar in mind whenever you’re thinking up new pieces of content. It helps to refresh your memory on what this customer avatar’s challenges are before you create your next video, podcast or blog post. You can create some great content pieces that speak to this person once you understand who they are.

Plan out your content types

What kind of content do you want to fill out your annual content calendar with?

  • Blog posts are going to be a content pillar for most businesses.
  • Emails are a point of emphasis for businesses growing their email list.
  • Businesses can post videos to their YouTube channel or other platforms like Facebook Live.
  • Scheduled podcasts make sense for any vertical that has trending and newsworthy content to share with listeners.
  • Social media is another chance to share trending topics in a format that’s more informal than podcasts.

Each content type will have its unique key performance indicators (KPIs) to measure the content’s effectiveness. Some KPIs to track include:

  • Blog posts: besides organic traffic that is coming from Google search, track how many organic visitors are signing up to your newsletters and other lead magnets.
  • Social media: measure how many people are clicking on your social media posts and going to your website.
  • Email newsletters: besides the number of subscribers, measure how many people are opening and reading the newsletter emails.
  • Podcasts: track how many subscribers you’re getting and how many are joining your email lists.
  • Videos: check your analytics to see how much traffic you’re getting from YouTube and Facebook Live.

Well chosen KPIs allow a business to track their progress as their content calendar moves forward through the year.

Plan out your posts

The final step of your content calendar is to set the frequencies for how often you’ll be posting in each format. Each post format will have a timeline unique to how your business uses that particular medium. Blog posts are probably going to be posted multiple times per week, social media posts perhaps multiple times a day, while videos might only be scheduled for once or twice a month. Once you’ve setup your desired post frequency for each content type, you can schedule these out in your content calendar.

The first step a business can take towards making their content calendar is outlining blog post ideas for the year ahead. Getting your newsletters, social media posts and lead magnets in sync with your content posting schedule would be the next step. If you need help in how best to plan out your content calendar, contact us today for a consultation.

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