Use a content calendar
The trusted calendar has long since been an integral part of man's existence. It’s what we used when we first learned how to grow crops. It’s what we use to time our moon phases and our tides. So it follows that it’s a pretty nifty tool to use. It organises and it streamlines, enabling you to plan regarding what you post, and when.
The type of calendar required is dependent on the scale of your business and what it hopes to achieve. It’s not really that important to a sole trader that has a veggie stall at the farmers market on Saturday, as it would be for the guy with 15 branches all over the country. Your calendar can be an excel sheet with 4 cells or a custom dashboard with source data and feed planning. Don’t try to keep up with the Jones’ next door.
Let’s look at some benefits of a content calendar.
It helps to get you organised
Social media marketing is a consuming process that swallows up lots of time and resources on a daily basis. It’s not the kind of thing that can wait until you’ve finished the tournament in FIFA. It’s great for planning what you are going to post and when you intend on doing so, instead of frantically googling stuff when you’ve realised it’s posting time.
You can achieve higher quality content
Planning upfront allows you to allocate time and resources more effectively in trying to achieve a higher quality outcome. You can think about what graphics to use, you can be picky about the photos, or how much information you can get across. Depending on the size of your company, there may well be a full team behind the creation of a single post. So when Susan from marketing comes running into the production office looking for artwork for a post that she needs in 20 mins, be sure that the sparks will fly. Avoid that.
Better results are to be had
It enables you to track what kind of content works for you or not. The old saying is as true today as it was when it was said. What you can’t measure, you can’t manage. And managing improvement needs measuring for sure! Your content calendar can hold a honeypot of great insights for you. Play around until you find the sweet spot for posting frequency, times and of course, what kind of content to post.
Ensures you are not missing big events
How’s about that last time you posted about St. Patrick’s Day, but on the 19th of March? Probably didn’t work out all that well for you did it? Using a content calendar ensures that you don’t miss out on any of the big events or festivities celebrated around the world. You can further localise the planned content in specific markets, as National Braai Day in South Africa is probably a bit less exciting for your clients to hear about in Denmark!
Creating an effective content calendar
There is no sure-fire strategy that will work for all businesses. Some might have 100 followers and that’s ok because you sell veggies at the farmers market. Others have 100 000 and you need to keep them engaged, so it’s pretty much trial and error until you find the sweet spot that works for you. Of course, you don’t have to do it that way. You can simply hire MOYOA Solutions if you don’t care for any teething problems!
There are a few pointers to take into account though. Let’s have a look-see.
Create a library for all your content
Use dedicated resources to store all your copy, photos, videos and the like. The tablet that your kid also plays Candy Crush on, does not constitute a dedicated resource! For the most, Dropbox or Google Drive should suffice. For the few, consider using enterprise-grade solutions, of which there are various you can choose from.
Decide beforehand what you will track
Remember, if you can’t measure, you can’t manage. Assign goals or KPI’s so that you always know the current real-time situation. This is maybe less important if you're using an Excel sheet with 4 columns, but more so if you’re managing a broader portfolio.
Audit your social accounts before you get the ball rolling
Understanding what the current state of your affairs is, is critical in identifying what needs to be implemented or changed to improve that state of affairs. Check what your client demographics are or see what kind of past posts attracted the highest engagement.
Determine the workflow
Once you have all the information you gathered in hand, figure out exactly how it all will work. Determine what content should get posted to which outlet, the frequency of your posts or at what times it will be posted. There should be a clear determination of how the content gets pushed through the funnel and who is responsible for that particular stage in the funnel.
What we think?
Content calendars are a great tool that can be utilised to achieve demonstrable returns. It can be as simple or as complex as your business needs it to be. As usual, our articles are never intended as full scale working documents that are ready for implementation in your business. There are many varying factors that go into creating both an efficient and effective calendar. If you’re interested in learning more about content calendars, drop us a line and we’ll gladly assist!
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Till next time,
Team MOYOA Solutions