Content Calendar Part 1: Building a Framework

Creating AContent Calendar

This series is based on the wonderful teaching found in The Social Media MBA by Christer Holloman

If you’ve been following us here or on twitter (@PurelySocialTip), then you would know that we strive to provide you with the most relevant and practical information regarding your business’ presence on social media. And if you just stumbled upon us for the first time then let us welcome you!

Here at Purely Social™ our focus is on supporting small businesses with the information they need to successfully create a presence on social media that gets noticed. We have never claimed to be experts or gurus on the subject, rather we’re entrepreneurs who see the power of social media and strive to learn as much as we can on the subject daily. We love social media, because we’re naturally social people. Social Media is changing everything we know about communicating and engaging with people. It’s exciting, challenging and scary all at the same time!

Gone are the day’s of the elusive corporate voice. No longer is it acceptable to tell customers what they need or want. In our global, 24/7 digital age, customers have taken their power back, telling brands and businesses what they want and need. Today’s customer does their homework! Taking the time to research products for the best price and quality prior to making a purchase. Meaning, now more than ever it’s important for businesses to start listening to their consumer. For those who resist and have dragged their feet to get in the game will find a loss in market share to competitors who have jumped right in! Today’s consumer wants honesty, transparency and authenticity from the companies they do business with.

Brands and businesses that understand this new found opportunity to foster relationships with their customers get the formula:

Formula for Success

It is this balance between marketing the brand and the human element that you as a business owner have to strike. See despite all of our advance technologies, the fundamentals of the human socialization has very much remained the same. People inherently have a deep desire to share, collaborate and create with one another. Social Media is no different, the top 3 things people enjoy doing online are:

  • Share ideas
  • Share product knowledge
  • Help their peers solve problems

Does your business provide any other these services, and if not how can you begin to? Well now that you know what people are doing online we would advise you to take the time to listen to what your customers are saying. Stop guessing what they want or need and start listening to them, because there is a good chance they are telling you everything you really want to know.

Armed with some customer knowledge, now the real work begins. If you want to successfully leverage social media for your business then you’re going to have to be calculated! And by calculated we mean that everything you do from a marketing standpoint has to be accountable. Set objectives and timelines to measure what works. A Content Calendar is a great way to organize your thoughts and efforts.

Begin by developing guidelines for your engagement, especially if your not the only individual who handles your business’ social media. Take the time to think about how you want people to interact with your brand and how your brand will interact with people. Consider the good, the bad and the ugly! It’s work, but trust me it’s better than damage control.

Now you’re ready to start organizing your content. Keep in mind that you want to give special consideration to the fact that above all your plan needs to be flexible to accommodate the unexpected. However, feeling as though you need to regularly get the creative juices flowing and create new content can be daunting. Select four to six topics that you want to cover on your social media every week.

We advise creating a Copy Master List for each platform, modify the drafts as you deem suitable. Having a list of solid posts to pull from will help save time when it comes to automating posts. Lastly, pull out your calendar!

The aim is to plan out the next quarter. Look at upcoming events, sales your planning or major holidays that are significant to your business and fill them into your calendar. Next set objectives that are measurable, consider the necessary lead times for effective promotion and the effort it will take to meet the objective. These posts should be considered additions to your posts that cover your previously determined topics.

To be continued…

4 thoughts on “Content Calendar Part 1: Building a Framework

  1. Pingback: Purely Social™ | Content Calendar Part 2: Looking at the Metrics

  2. Pingback: Purely Social™ | Content Calendar Part 3: Drafting a Calendar

  3. Pingback: How to Make YouTube More Social | Everyday Social Media Marketing

  4. Pingback: Purely Social™ | Content Calendar Part 4: Strategy

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