How to create a content framework. The things to do before you start a content calendar...
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Whether you work in marketing for an attraction, destination or charity. Content calendars, simply put, are the single most effective way to ensure consistent content as a brand.
Ever heard the saying a tidy room is a tidy mind? Consider the content framework as you tidying the room. It establishes a way for you to connect with your audience in an optimal way, with less stress and clearer goals in mind. It will help your marketing to visualise the best way to post, from content types to frequency. So here are a few things to bear in mind BEFORE you go creating that all-important structure.
1. How to define an audience
This is such an important part of the foundations of any marketing technique, tactic or campaign.
If your brand was speaking to people in the real world, they probably wouldn’t talk in the same way to a child as an adult, especially if they weren’t trying to sell to them. It helps you refine the kind of language you use in your posts, the visuals and even what time you post.
If your biggest audience is corporate professionals, they’re going to be online at very different times than creative arts students. So, make sure you know who you’re talking to so you can tailor that content!
2. What goals are you aiming for?
Whether you’re looking to make sure your brand reaches more people, raises awareness, drives traffic to that all-important website, or is looking to generate leads, you need measurable and trackable goals.
Why? Because how else will you know that all the effort you’re putting into creating this organised content is worth it? That means you need to keep evaluating whether these are being met.
Having goals before figuring out your content will ensure you create it with laser-sharp intent every time, but visualising the posts will ensure you’re not hammering on about the same messages too much.
3. Different content types for your marketing
Based on the previous two, determine what sort of content you want to put out there.
It can be more creative imagery, or perhaps you’re into data and like a funky infographic. Whatever you do, be sure to mix up both the type as well as using both evergreen content and current trends.
This will ensure you have a good mix to keep the SEO fresh and relevant.
4. How to create the content calendar
There are a lot of methods and sites for creating content calendars now.
Whether you decide to use a dedicated platform or google sheets, make sure you pick one that best suits your needs and can host your marketing team. Making sure everyone has access to the calendar will be the best way to ensure it is used consistently and efficiently without wasting unnecessary time or resources.
Round-up and key learnings
A content calendar is so important for keeping your brand consistent as well as removing unnecessary stress and confusion. However, if you want to create an optimal one that works best for your brand, these four steps are a good place to start to ensure a smooth process into your new organisational framework.
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