The Power of Planning: Why Your Company Needs a Content Calendar

Marketing Advice - 26.01.24

In business, staying ahead of the curve requires strategic planning and organisation. One indispensable tool that can significantly boost your company's marketing efforts is the content calendar. 

In this blog post, we'll explore why content calendars are vital to keeping your content organised and your social media channels active, what they should include, how to schedule them effectively, and the many benefits they bring to your overall marketing strategy. But first, let’s dive into why they are so important to your marketing efforts. 

Why are Content Calendars Important?

When trying to generate leads and connect with your audience, consistency really is key, and having a content calendar will enhance your ability to be consistent. This, in turn, helps you maintain audience engagement and build brand loyalty. By having a well-thought-out plan, your company will be better able to deliver a steady flow of valuable content. 

Content calendars will also enable your marketing team to plan and coordinate campaigns more strategically. By aligning your content with key events, product launches, or industry trends, you can create a more cohesive and impactful narrative that resonates with your target audience.

With a content calendar in place, your team can also allocate resources more efficiently. Knowing what content needs to be produced and when allows for better resource planning, ensuring that your team can create high-quality content without feeling rushed or overwhelmed. So what should a content calendar include? Here’s a quick rundown of key elements that your calendar should have, such as; 

  • Content Types: In the calendar, specify the types of content you plan to create, such as blog posts, videos, infographics, or social media posts. Diversifying your content ensures you cater to several audience preferences.

  • Topics and Themes: Outline the overarching themes and specific topics for each piece of content. This helps maintain relevance and coherence across your marketing efforts.

  • Publication Platforms: Identify where each piece of content will be published, whether it's on your blog, social media channels, email newsletters, or other platforms.

  • Keywords and SEO Strategy: Incorporate relevant keywords into your content calendar to enhance search engine optimisation (SEO) and improve your content's discoverability.

  • Content Calendar Schedule Frequency: Define how often you will publish content. This could be daily, weekly, or monthly, depending on your resources and audience expectations.

  • Seasonal Relevance: Incorporate seasonal trends or events into your schedule to keep your content timely and aligned with your audience's interests.

  • Review and Update: Regularly review and update your content calendar to adapt to changes in your industry, business goals, or audience preferences.

  • Content Calendar Benefits Improved Time Management: A content calendar helps your team manage time more effectively by providing a roadmap for upcoming tasks, reducing last-minute rushes.

  • Enhanced Collaboration: With everyone on the same page regarding content schedules, collaboration becomes smoother. Teams can coordinate efforts, leading to more cohesive and impactful campaigns.

  • Better Analytics and Measurement: A content calendar allows you to track the performance of each piece of content more effectively. This data can be invaluable for refining your strategy and focusing on what works best for your audience.

Content Calendar Tools 

You can create your calendar with Excel, which we will explore later in the blog. However, there are several tools to use for the creation of content calendars, each offering unique features to streamline planning and execution. Let’s look at these now: 

This article from MUO article shows how to use Google Calendar to create a content calendar you can easily share with your team. Google Calendar is a simple and widely used option with integration capabilities. 

Trello and Asana calendar templates provide visual project management, while Airtable combines spreadsheet simplicity with database functionality. CoSchedule is another dedicated marketing calendar tool, and Hootsuite provides all the tools you need to create, schedule and publish content seamlessly within a single window. i

Depending on your team's needs, preferences, and workflows, these tools offer a range of solutions for effective content calendar management.

Or you can focus on creating your own calendar and tailor it to your specific content and marketing needs using Excel. To achieve this, follow these steps:

Using Excel for B2B Social Media Content Calendar:

1. Open a New Spreadsheet:

  • Open Microsoft Excel or a similar spreadsheet programme.

2. Create Columns for Essential Information:

  • Date: Start with a column for the publication date of your content.

  • Post Content: Include a column for the actual text or description of the content you plan to post.

  • Platform: Specify the social media platform (LinkedIn, Twitter, etc.) for each post.

  • Link: If your post includes a link, include a column for it.

  • Media: Note whether the post includes images, videos, or other media.

  • Hashtags: If applicable, include a column for relevant hashtags.

  • Status: Indicate the status of each post (e.g., drafted, scheduled, published).

3. Format for Clarity:

  • Use colour-coding or conditional formatting to visually distinguish between different elements, such as post types or status.

4. Add Additional Columns as Needed:

  • Depending on your B2B social media strategy, you may need additional columns, such as campaign theme, target audience, or performance metrics.

5.Review and Update Regularly:

  • Periodically review and update the content calendar to ensure alignment with your marketing strategy and any changes in business priorities.

  • Include columns for tracking key performance indicators (likes, shares, click-through rates) if applicable.

Content Calendar for Better Planning 

By structuring your content calendar in Excel, you can effectively plan, organise, and track your B2B social media content. But whatever tool you use, having a content calendar will simply allow you to be more strategic. By maintaining consistency, a well-structured and well-organised calendar can be very useful to help you build brand loyalty and connect with your target audience. It will also aid in campaign planning, resource allocation, and team collaboration. 

The key elements to include in a content calendar, such as content types, themes, and publication platforms, ensure a cohesive and impactful marketing strategy. Moreover, the benefits of improved time management, enhanced collaboration, and better analytics underscore the pivotal role content calendars play in achieving marketing objectives. Whether utilising tools like Google Calendar, Trello, Asana, Airtable, CoSchedule, or Excel, businesses can choose the approach that best aligns with their needs and preferences. 

If you want to talk to one of our social media management experts, get in touch with us at Together Digital, and we can explore how utilising a content calendar will help you efficiently plan, organise, and deliver a more streamlined and effective marketing strategy specifically tailored to your business needs.