Why are content calendars necessary for digital marketing strategies? The calendar keeps your content efforts focused, organized, and aligned with your overall marketing objectives. Think of it as a roadmap with an exact itinerary. By planning, you can maintain consistent brand voice, engage your audience, and optimize content for different platforms.
A good content calendar is more than just a schedule of publish dates. It should be comprehensive, flexible, and reflective of your brand’s goals and target audience. It’s clear, concise, and adaptable.
Good content calendars are:
Comprehensive: Your calendar should be a one-stop shop for all things content. Include details like:
- Content type: Blog post, video, infographic, social media update, case study, etc. While it might seem obvious as you note it, a month from now your memory might not be clear.
- Topic: The specific subject of the content piece. Make sure you know exactly what you’re posting!
- Target audience: Who is this content designed to reach? Is it for a general audience, or potential customers, or customers that are mid-funnel?
- Keywords: What relevant search terms will help users find your content? Using keyword research tools can help you unlock keywords you might not have thought of initially.
- Call to action (CTA): What do you want your audience to do after consuming your content? Are you collecting emails, or do you want them to RSVP for a webinar? Be sure to shake up the wording of your CTA each time.
- Platform: Where you plan on publishing your content (website, social media platforms, email, etc).
Reflective of your brand & audience: Your content calendar should be an extension of your brand identity and target your audience’s needs.
- Brand voice and tone: Ensure your content reflects your brand’s personality and resonates with your audience. If you haven’t thought about your brand’s personality, start by jotting down what adjectives you’d like your audience to associate with your brand. Do your best to emulate these in your content!
- Audience interests: Focus on topics that pique your target audience’s curiosity and address their pain points. Consider what their needs are, and build out your content from there.
Clear, concise, and actionable: Keep your calendar easy to navigate and understand for everyone involved.
