Building a Content Calendar is Not A Strategy

Building a Content Calendar is Not A Strategy

So, you’ve crafted a content calendar. You carefully planned 12 months of emails, blog posts, social media posts, Your content calendar needs to be agile and specific at the same time.and even downloads for your website. You’ve got the titles of everything and even some overviews. That’s all you need, right? You’re good to go. But, how are you going to use that content? Where’s it going to go?

Here’s the truth about content calendars:

A content calendar is a tool to use in your strategy.

When it comes to content marketing and creating a content calendar, you need to do more. Simply having blog post titles and social media posts on an excel spreadsheet isn’t going to get you anywhere. You can’t just come up with email titles and the content and assume they’ll work. Your content strategy has to be connected. Each piece of content you create needs to work towards a goal, plus you’re going to need more than just content to make an impact on your target market. Your strategy needs to include where you’re going to reach your audience. It needs to include how you’re going to follow up with leads and how you’re even going to collect leads. Sure, you need content for those things, but it’s really just a piece of the marketing strategy puzzle.

A content calendar needs to be agile to be effective.

If you’ve worked hard and chiseled your content calendar into stone, then you’re going to be pretty disappointed when you have to break the stone. Content calendars need to be fluid to accomplish their job. Creating year long calendar might end up boxing you in too much. How are you going to know what will work in October when it’s only January? Your content needs to be agile enough to change on a daily, weekly, or monthly basis. What is resonating with your audience? What information are they looking for? What’s your voice in the matter? Content needs to be evaluated and assessed in order to be effective. If you keep posting the same message over and over and over, eventually everyone will tune you out. Keep things breathing by being flexible.

A content calendar must be specific to be usable.

Wait. Hold on. How is a content calendar going to be specific if it’s also supposed to be agile? Well, it needs to be both simultaneously. Yes, you have to update your calendar to include content that your audience wants and needs. But, you also have to know what that content is. You can’t make a calendar and just write “Blog Post” or “Facebook Post.” The point of the calendar is to keep you on track. If the content calendar isn’t specific, then you won’t stay on point. You’ll lose sight of what your message needs to be and, in turn, miss out on opportunities. You should include things like:

  • Titles
  • Dates
  • Channels
  • Goals
  • KPIs
  • Metrics

By having all of this in your calendar, your content will stay on point and be even more effective at reaching your goals.

It isn’t enough to have a content calendar in your back pocket. You need a content marketing strategy. You need a plan so amazing that you’ll dominate all of the competition. You need a digital marketing team with designers, writers, and marketing nerds savvy enough to craft a strategy around your brand’s story. When you’re ready, the team at Iconic Digital is here.

Let’s talk.

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Scott Blanton

Content Writer at Iconic Digital Marketing
As Iconic Digital's content writer, Scott works with clients to develop brand stories and key messaging. When he isn't typing away at his computer, you'll find him exploring new coffee shops, spending time with this family, or working on a new home improvement project.

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