Use a content calendar for your online strategy


How do you keep your online content organised, to maximise results and minimise time spent on each task? The best tool to rely on remains the good old calendar. With content calendar templates and resources available for free online, find the one which works best for you and start using it.

Social media and online content specialists recommend it as “the most helpful tool your could ever add to your social media marketing toolkit”. However, if you run, let’s say, a local butcher’s shop, resorting to a content calendar might just look as more hassle. In the initial stage, and for each campaign, you will invest time in setting it up, adding every task and important dates. We know how stressful this might sound if you never before employed such a tool.

But like any new means of better organising your work, after passing the first hurdle, you will find improvement. Not only will it enable you to more efficiently plan for social media posts and website content, but it will also ensure you do not miss out important dates and aspects.

Don’t miss dates and occasions to promote your business


The last thing you want is to find out about important dates related to your business from your competition. If they publish the right posts on Facebook or Twitter, while you haven’t even prepared for the date, it will feel like missing out. And, what’s worse, it will also look like your competitors got it right where you failed.

Did you know, for example, that 22nd of April 2019 marks the International Earth Day? While this might be directly relevant for gardening or agriculture, it also provides an opportunity for other industries to relate to a hot topic. Recently, the war on plastic gained massive support with wide audiences. From mainstream media coverage to The Guardian and National Trust swapping plastic wrapping to organic recycling material for newspapers and magazines, it turned into a strong movement.

Can your business do anything relevant related to this date? It might not generate direct sales, but it could greatly benefit your company image.
Why not provide your employees with glass water bottles to carry with them on their way to work and back? Then use this to create content which would make it easier for people to relate to your business and trust it.

How to build a useful content calendar

When your mind is engulfed in running your business, this tool will massively improve on how you keep track of your content. This, in turn, ensures your business sends out a clear and strong message to existing and prospective customers. Organising your social media pages and maximising results will become easier.

You might decide it is time to start using a content calendar. Or maybe you will focus now on improving the one you already use.
Take the following essential tips into consideration:

  • Start with dates important to your business and/or industry.
    Everybody prepares content and promotions before Christmas, New Year and Easter, and so should you. But be more creative.

    Look at days which are important to local history and heritage, or to your business as such.
    When did your office first open?
    Will one of your team members celebrate their graduation on a high education degree? Or maybe they will be achieving a higher level of qualification.
    Make sure you plan for social media activity around
  • Research and include interesting, fun special dates, such as Pancakes Day and World Book Day. Plan to engage your customers to generate content (user generated content) and tag you so you can share it. Or schedule for more meaningful, advice based content.
  • Develop a proper strategy around serious informative or sales type topics.
    For example, a solicitors practice puts together a strategy with blog posts around two main matters, Tuesday and Wednesday, weekly. On Tuesdays they publish on immigration law, and on Wednesday, on employment law.

    Publishing regularly gives an audience that familiarity they need. Also, it makes memorable the day of the week when readers will be able to find newly posted information.
  • Cross check and adapt your strategy accordingly.
    When relevant, unexpected news affecting your industry happens, shift plans around to fit the matter in. Also, having a strategy panned out in the calendar will help you avoid too similar posts, too often.
  • Plan on a 2 monthly, monthly and weekly basis.
    Yes, that means reviewing your calendar weekly, in close connection to the previous tip. It should not take that long to make sure you don’t miss anything out and you introduced all the necessary updates.

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