8 steps for building an effective content calendar

Formats, frequency, flexibility and follow-up are all essential to engaging your audience and meeting all your other content marketing objectives.

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We are rerunning the most-viewed articles of 2019. This was one of the top five most-popular public relations articles of the year.

Every good content marketing strategy starts with a well-planned content calendar.

Here are eight steps for building an effective calendar:

1. Design your calendar. Choose a format: an actual calendar template, a spreadsheet, a PDF template or even an online project management tool. From there, decide how to map out your content (e.g., weeks or months in advance). You can start short term and expand as you come up with ideas.

2. Organize content types. Create personas of potential customers, considering any questions or concerns that you can address for them. Ask what brand voice you want to project. Do you want to be casual, professional or somewhere in between? Define your brand’s identity, and ensure your content reflects it. Identify content categories: long blog posts, short blog posts, social media updates, photos, videos, infographics and so on. This will help you vary your posts rather than exhausting one or two formats. You might color-code each type of content to help you visualize it.

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