The Importance of Having A Content Calendar From The Business Perspective

I have been working on the content calendar for 2016 and I just realised that not everyone understands the value of it. This inspired me to write about the importance of a content calendar from the business perspective.

For me, the best way to start planning is working on 2 documents:

  1. Roadmap: With all the important events over a year for the company. Choose the ones that you are going to support the Digital Department. E.g. Product Launches, Selling Cycles, Events, Communicational campaigns, etc.; and the
  2. Content Calendar: A content calendar is a shareable resource to plan all content activity, helping everyone to see what is coming up and therefore to plan well in advance, organise your team, tasks and track your progress. Will be your guide on weekly and monthly basis for all type of activities. This will enable you to establish the needs for your department including:
  • Define Goals
  • Decide on the appropriate size of your team
  • Action plan: type of content you will need
  • Who is responsible for it
  • Review the Job Description
  • Set up KPIs

Steps You Need To Follow To Create A Content Calendar (#CC)

Once you have created your Social Media Plan, you need to start thinking about how to plan and organise the content that you will share with the world.

  1. Understand who is your audience and what are their interests. How?
  • Check for the most popular posts of the past year
  • Create a poll and ask the audience what they would like to read
  1. Work on a list of the important activities that will be happening over the year. The Digital Department should be aligned with new releases. It is highly important to give support to other areas in the company. Top Tip: Have one important topic per month. We don’t want to confuse the audience. We want to transmit a clear message
  2. Define which social channel will be the hub and centre of the strategy. Always remember that each social channel has different functionalities and purposes. Post exactly the same content in all your channels will decrease the value of your message. Customising the message is a must!
  3. Post often… but how often? Only when is necessary and when you have something important to say
  • Facebook: No more than 1 post a day
  • Twitter & Pinterest: Around 5 times a day
  • Instagram: No more than 2 posts a day. Probably with one is more than enough. Tip: The image you use should be very impressive!!
  • LinkedIn: Twice a week is enough
  • Google+: One post a day
  1. Create the content: Now that you know who your audience is, what they want to read about and how often you should post to each social network. Now is the time to think about how to create the content
  2. Go live! And remember that the best things about digital are: 
  • The opportunity to fix mistakes
  • The possibility of trying different strategies in real time

That means that you have the possibility to evaluate how your content and strategy is performing. If the result is positive continue doing it and always try to surprise your followers. But if not, don’t worry. Try new things and change the strategy if i is necessary. None of the other traditional media lets you react instantly!

Guide to set up a Content Calendar

  • Title: Name of the campaign/activity. E.g. #GoDigitalBlog goes live
  •  Description: Give details about what the campaign is about. E.g. I launched the blog 2 months ago and about time to signpost the blog
  • Channels: Which social channels are you going to use. E.g. WordPress, Facebook, Twitter, Instagram. Wordpress being the hub of the strategy 
  • Target Audience: 18-60-year-olds. Likes digital. Maybe they do not know a lot about this world but they are keen to learn
  • Goal: Increasing the traffic and users of the blog by 10% which will be achieved through promoting and signposting the blog
  • Due Date – E.g. 5th of February 2016
  • Publish Date – E.g.  10th of February 2016
  • Type of Content: Blog article. Infographic. Images.
  • Producer/Writer: If you don’t have enough resources to create the content, either you can invite your colleagues to participate in the project or you can invite fans/users. There is nothing more powerful than UGC. E.g. Lucia will be responsible for creating the campaign and coordinating the work from other areas such as Design, etc.
  • Track the content: Measure and record results, analyse metrics, engagement and revenue. E.g. For this particular activity, I will measure results on Google Analytics, Facebook, Twitter, Instagram and statistics from WordPress

 

Have you created your content calendar already?! Share your experience with us using the box below!

 

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