Developing a Content Calendar

(A Ready. Set. Share. contributing post on www.handmadeinpa.net)

It’s a new year and time to start thinking about where you want to go with your business over the next twelve months.  One tool to help pull things in to focus is a Content Calendar (Let’s refresh with the Wikipedia definition of Content Marketing: “all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.”)

Content calendars help you navigate the year ahead with not only marketing, but also general scheduling.  There are lots of ways to develop your Content Calendar – the key is to use something that is easily edited.  I use Excel.

To get started, pull out a 2012 calendar and start entering your shows and exhibits and any ideas of content related to those events that you could share. And leave space so that its easy to add more ideas – this is not a one-and-done exercise.   For example, if you’re attending the Pennsylvania Guild Fine Craft Fair in Philadelphia in May, what are topics you could use?  The show is around Mother’s Day – what products do you have that would be great for Mom?  Share your favorite gift received, if you’re a mom, or the gift your mom loved most.  The show is in Philly – what are some hot spots that you would recommend?  Favorite gallery, restaurant or theater?  What else is happening in the Philly area that weekend that you love or would recommend?  Remember, this isn’t so much about promoting you/your work but rather sharing information.  But do remember to invite people to stop by your booth during the show (and give them the Booth # when you know it).

Next figure out where and how you can use that information.  I set up my calendar with events/topics down the left column, methods across the top.  For each event/topic, I have a column for: Print Ads, Press Releases, TV Ads, Email Blasts, Facebook, Twitter, etc.  Then enter the date you need to complete the task or want the information shared and the angle that you’re going to use.  And don’t feel that you have to use each method for every event/topic.

Developing a Content Calendar is also helpful in making sure you don’t overbook yourself or book things too closely together. Adding holidays to the calendar will help you see dates that could affect your normal tasks, like sending out a press release in time to meet print deadlines.

There are lots of resources out there.  This post, “How to Put Together an Editorial Calendar for Content Marketing” by Michele Linn, was helpful to me.

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