When it comes to content marketing, two of the biggest frustrations I hear from small business owners are “What should I write about?” and “Where do I start?”
Let’s Face It: Content Marketing Can Be Overwhelming
Knowing where to start and what to write about are the two biggest factors that paralyze business owners and cause them to avoid content marketing. Wild Fig Marketing gets it. Honestly, it was a struggle for us, too, until we developed a content calendar.
4 Key Factors to Consider before Creating Your Content Calendar Before you can create a content calendar, consider these key factors:
- Do you know who your target audience is? If you are not clear on who your audience is, do not move forward. Understanding your target market will make creating a content calendar much easier and a lot more effective, too.
- Your customers aren’t interested in your company or the features and benefits of the products you offer. They simply want to know WIIFM (What’s In It For Me) and the impact your product or service will have on their lives. Spend more time solving their problems and less (if any) time selling your product or service.
- Why do you need content? Blogs? Newsletters? Social media posts? Make a list of all the channels you’re using to market your business. Use the list to organize your calendar.
- Utilize the “Reduce, Reuse & Recycle” theory. If you are a dentist, you could write a blog on the Top 3 Reasons to Brush Your Teeth. That blog could then be featured as a guest blog on an orthodontist’s website who you have a working relationship with. Then the blog could be featured in your newsletter that goes out to patients and prospective patients. It could also be turned into three separate social media posts. Look at all of the different ways we were able to utilize that one piece of content!
Content Calendars Remove the Guesswork From Content Marketing
Now that you’ve addressed the four key content marketing factors mentioned above, let’s look at how a content calendar can remove the guesswork from content marketing.
5-Minute Content Calendar Exercise
- Grab a piece of paper and a pencil or pen.
- Write down the 12 months in order vertically on your piece of paper.
- Set a timer for 5 minutes.
- Write down the first theme that comes to mind for each month. Themes can address what your clients are going through that month, holidays that occur, or reasons why your readers want your products/services that month.
- Don’t overthink it…that’s what got you stuck in the first place!
- After your 5 minutes is up, dig a little deeper into the themes you came up with. What would a good blog topic be for that month? How could you take that theme and break it down into social media posts?
Here’s An Example of How This Works
Let’s imagine I own a winery(which I would love, by the way!). Here are the 12 months of themes I came up with when doing the 5-minute exercise.
- January: Health benefits of wine
- February: Romantic date ideas
- March: Lucky wines (symbolism of wine and how it correlates with luck/prosperity)
- April: Easter recipes/wine pairings
- May: Mother’s Day
- June: Grilling recipes/wine pairings
- July: Red, White & Blue
- August: Summer vacation spots—wineries
- September: How to taste wine
- October: Spooky facts about wine
- November: Thanksgiving Recipes/wine pairings
- December: Holiday gift-giving etiquette
Pretty simple, right?
Now you’ve got a great start to your content marketing for 2018. The next step is to dig into these themes a bit more and create an actual content calendar that is easy for you and your team to follow. Give yourself a deadline for completing the first draft, editing, and publishing your content.
Still seem overwhelming? Our automated marketing experts can help you get figgy with it! Contact us today for your content calendar consultation.