Content Calendars

Content Calendars

A Content Calendar is a plan of the material you’re going to produce.  Whether you’re doing it all by yourself or you have a whole team of people contributing you’ll find it useful having a single document that records what gets done, and when. Content Calendars give everyone a point of reference and help keep your content true to your user personas, creative brief and conversion goals.

With a regularly updated calendar you’ll also find it easier to allocate your available resources, plan ahead for events you know about in advance and create different pieces of content that complement each other (for example, tweets that link back to an infographic or a series of blog posts on the same topic).

Everyone involved with your content marketing strategy should be able to access your Content Calendar and quickly understand it.

What information should I include in my Content Calendar?

Based on our experience of creating and running Content Calendars for clients, here are some examples of the types of information it’s useful to include:

  • Headline / title
  • Two-line summary
  • Keyword
  • Target landing page
  • Conversion goal
  • Author
  • Content type
  • Promotion
  • Due date

Cutting out information you don’t need is just as important as including information you do need. Otherwise you risk making your Content Calendar as much work as producing the content.

How often should I update my Content Calendar?

This will largely depend on how your organisation works. If you’re a one-person operation running a Content Calendar just to keep your boss in the loop you could do it weekly or fortnightly. In larger organisations, with longer sign-off processes to navigate, you’ll need to go monthly or even quarterly.

Regardless of where you are on that spectrum be sure to retain some flexibility in your Content Calendar. You want your content creation process to be agile (more on that later) – so leave yourself room to respond to trending news stories, spikes in your analytics or changes in your commercial priorities.