Content is an essential and extremely crucial component of the digital marketing strategy for any business. However, how effectively you are able to execute your content strategy depends to a large extent on your content marketing calendar.
Having a content marketing calendar in place offers several advantages to businesses, especially digital marketing teams. So, let’s delve deeper into what a content marketing calendar is and how it works.
What is a content marketing calendar?
Whether you are developing the content to be published on behalf of your business or for a client, a content marketing calendar is something that helps you stay on top of things. It helps keep track of the topics/campaigns, where and when you plan to publish them and other relevant details.
A content marketing calendar enables you to draw up a detailed content plan and works as a sort of commitment for the content writers and marketers who can use it to monitor the status of the work and ensure that all the content is written, published and marketed on time.
Why is it important?
Here are some reasons why a content marketing calendar is a vital piece of your overall marketing strategy:
Ensures you put together a content roadmap
To have a content marketing calendar, you need to first have a clear content strategy in place. You need to set time-specific goals, both long-term as well as short-term, with respect to your content needs, publishing schedule etc. It also makes it easier to keep track of the related work and know where you stand viz a viz your goals.
For instance, if the holiday season is approaching and you want to leverage that time to promote your brand, you need to start planning for it months in advance so you can start engaging with your target audience beforehand, which is possible only with a calendar in place. It ensures that you break down your content targets into specific and measurable goals and facilitates smoother execution.
Facilitates in tracking
When you are publishing different types of content like articles, blogs, guest posts etc. leading to say, 20 deliverables per week, it is can be difficult to recall them all or track individually at the end of the month or on a later date, unless it is documented in one place.
With the calendar at your disposal, you can have a quick view of all that has been done before you move on to the next set of topics or a new campaign. Moreover, whenever an idea or topic ‘pops up’ in your head, you simply record in the calendar lest you forget about it later.
Facilitates coordination between different teams
Content is a part of the bigger picture, which is digital marketing, and requires that the content strategists, writers, web designers, social media copywriters and PPC experts etc., work in sync with each other.
A content marketing calendar captures all essential details about the content and is shared with all possible stakeholders in the team, so they can schedule their work accordingly and ensure that intended outcome from the content is accomplished seamlessly.
Helps analyse past performance and develop new content plans accordingly
Your content marketing calendar serves as a single place for recording all your content-related information. The data can offer vital insights for planning your content strategy since you can use it to analyse past trends and understand what ‘clicked’ with the audience and what didn’t.
Once you know the customer preferences clearly, you are in a better position to decide what kind of content to focus on to get the desired outcome.
When it comes to any long-term strategy, including your content strategy, the key is to plan ahead and plan meticulously, so you can successfully meet your objectives.
Your content marketing calendar serves as the roadmap to keep your audience engaged, which forms the basis for eventually converting them into your customers. So the sooner you realise it’s importance, the better you will be able to leverage it effectively for best results.