Creating content is an important part of any online marketing strategy. However, you fail to utilize the full benefits if you’re randomly creating this content. A content calendar is a timeline for what you will write and when. There are several reasons for using a calendar for your content.
A Map to Your Goals
The foremost reason for creating a content calendar is that it allows you to set a strategy in writing for your content. You must have a reason for creating all of this content and a method for getting it to your audience. Whether you are posting videos to YouTube, sharing detailed information in a blog post or adding quick thoughts to social media, you need a schedule that shows you what you are doing.
It’s easy to get bogged down by the daily details, but a map shows you the bigger picture. For example, you can list the times when you will publish new posts on Facebook or Twitter based on research about when your audience is most likely to be online. If your followers check out your page at work, you can set up two or three posts during regular business hours.
Using a calendar ensures you post timely content. Whether you are posting information for major holidays like Christmas and Halloween or leveraging your online presence for National Doughnut Day or other random dates, you’ll need to see when that content needs to be published.
Track Published Content
When you have an editorial calendar for your content, you can track what you have already published. This allows you to see at a glance the last time a topic has been covered to prevent duplicate content. While this is important for any business, it becomes even more essential if you have multiple people or departments creating content.
Tracking published content enables you to review your performance to determine if you need to make adjustments. Did you post too often on Facebook? Maybe you need to increase your posts on Twitter or become more consistent. As you review published content, you can see where you need to make changes based on previous results.
You can look at your content to see which posts have had the best results. In some cases, it may not be as much about what you said as when you posted it. An editorial calendar is just another tool you can utilize in your data analytics to help you improve your marketing results.
Deal with Deadlines
Perhaps the most important benefit of a content calendar is that it helps you and your team stick with deadlines. If you have solid dates on when you will post your content, you will know what has to be done and by when. You’re often more consistent with a regular timeline, which will yield better results.
When you strategize about the content you want to create, include an editorial calendar to help you make the most of your resources.