What Is a Content Calendar? And How to Build One?

by Amy Bridgewater

A content calendar, sometimes known as an “editorial calendar,” is a documented timetable of when and where new material will be published. Upcoming articles, wall posts, scheduled advertising strategies, collaborations, and revisions to current material are generally included in content calendars.

You certainly don’t even need a content calendar if your website is only a pastime on which you rarely produce a post. Staying organized is essential if you’re utilizing content marketing to promote your internet business.

Content calendars may benefit your content marketing plan in three ways:

  1. A content calendar, for starters, guarantees that most of your content-related tasks are completed. You’ll forget stuff if your content creation timetable is unorganized. Alternatively, post less frequently. Alternatively, you might fail to edit older articles. 

A content calendar, in other words, guarantees that nothing slips between the gaps.

  1. Collaboration with your group is made simpler with the use of a content calendar.  If you’re running a one-person blog, you do not need a content calendar. On the other hand, if workers and freelancers participate in your material, you’ll want something to keep everyone in the loop.
  2. A content calendar provides you with an extensive picture view of what you’ll be doing in the following months. A content schedule ensures that you don’t post all of your case studies at the same time. Alternatively, you might have two guides on the same subject. You’ll be able to examine our whole marketing plan for the next few months on one screen this way. This management process is quite impressive.

How to Build A Content Calendar?


Step 1: Begin by utilizing existing content materials

We place a lot of emphasis on developing new material when we concentrate on producing more with less or what we already have. It’s also unlikely that you’ll need to create all of your material from the start, as we frequently leave piles of helpful stuff lying about.

Create a list of your existing material or assets to determine what may be recycled or modified. Consider the following scenario:

  • Repurpose your slide presentations into movies, blog entries, or key takeaway slide decks.
  • Utilize your data or research gathered directly from the source to generate visualizations or news pieces as long as you do it safely and ethically.
  • For visual, sound, or recorded discussions, you may draw on the knowledge of your colleagues.
  • Make a series of blog articles or social takeaways out of large information pieces such as research papers.
  • Make small changes and add new information as needed.

Reusing content assets relieves some of the pressure of constantly coming up with fresh content ideas. It also aids in the efficient filling of content gaps in your timetable. Content atomization is the process of dividing a single material asset into many parts of the content. It’s the technique of breaking down a large piece of content into eight smaller bits of content. For example, an infographic may promote a blog article that examines the data’s integrity. You may also attach a film that discusses the findings’ broader implications and so forth.

Step 2: Make a list of your content pieces and start working on them

This is my favorite part! Content marketers must adopt the mindset of television networks and develop content shows. In other words, these content shows become reliable, consistent projects that our viewers can count on. These shows are, in reality, something people eagerly anticipate.

Within your material, there are three categories of shows to look for:

  • Content spree: These are long-running content efforts with a consistent theme and format. They should cater to at least two audiences; otherwise, they aren’t worth the time or effort. Podcasts, video series, webinar series, white papers, studies, and other types of content are frequently used. This show should be able to be performed at least twice a month. These are also entered first into your calendar.
  • One-time content: These are exceptional shows that occur once a quarter or once a year and address a big client pain point or issue. They’re still quite significant content chunks, even if they’re not as often as binge-worthy series. Consider fact sheets, scholarly articles, competitions, and user-generated content initiatives, among other things. These don’t have to be as consistent as the others, but they should match your branding, voice, and tone.
  • Regularly planned content: These are continuing content projects that fill in the gaps in your calendar, and they shouldn’t have to be totally connected or thematically continuous. Due to the type of materials, they may have a varied writer, subject, or structure, but they have the same content strategy and at least one primary readership. 

It’s vital to remember that you most likely have content already in your inventory, so look there first. It might just be a question of rotating assets in a different way, assigning them a show title, or linking them in more consistent patterns.

You should focus on developing new content pieces if you do not have anything new in your existing content resources or need additional programs to fill in the gaps in your calendar.

Step 3: Prepare, organize, post, market, monitor, and modify your content 

Periodic creative strategy meetings with all individuals involved in content generation must be organized well in advance of the following publication cycle, whether weekly or monthly. This meeting may be used to plan the publication of information from your repository within reasonable periods and promote social media engagement, email newsletter inclusions, and other activities.

Your planning meetings may also be utilized to go through past periods’ visit, interaction, and revenue (if available) metrics to see which sorts of content are the most effective (and should be duplicated) and which aren’t (and perhaps need to be rethought).

Analytics (both online and social) and revenue data may also be utilized to enhance visits and engagement by tweaking previously published content (e.g., titles, introductions, outbound links, etc.).

So, once you realize what kind of content interests your audience, you can adjust and create even more interesting content in the future.

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Amy Bridgewater is a renowned Marketing Consultant, working with businesses to increase their online visibility and expand their customer base. Join Amy’s community to grow as an entrepreneur.

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