The consistency and quality of your content marketing impacts the success of your small business.
Consistent content delivery supports your marketing goals, helps you to build and expand your social networking communities, and communicates a meaningful message relative to your audiences.
Develop and deliver your content with the focus on building relationships. At times, content may be purely informational, while at other times the content will be designed more to drive the audience to action. For your content to make the greatest impact, you need to identify your ideal audience, have meaningful content to share, and put the tools and team in place to share your content consistently.
Consistency is the key to building trust with your audience and potential customers.
How to Be Consistent in Your Content Marketing Delivery
1. Capture your content ideas on a Log.
By capturing your content ideas on a log as they occur to you, you can then group those ideas into themes (i.e. series of blogs), decide the best avenue to promote that content (Blog, Facebook, Video, podcast, etc.), and then divide your content ideas to different team members. You’ll be amazed at the ideas that continue to grow from a single idea…if you only capture it to begin with!
2. Create an Editorial Calendar.
After you have captured your content ideas, work on your Editorial Calendar (see the Annual Marketing Calendar sheet). Think through the entire coming year, or at least the next quarter. For each month, jot down key events for your business. Depending on your type of business, these events might be seasonal holidays, attendance at trade shows, planned sales, or major marketing campaigns. Also, write down marketing activities that will support your major events. As you do this, note related content ideas from your content tracker.
3. Complete the Detailed Content Management Tracker
You’re now ready for the next step; complete the Detailed Content Management Tracker on a monthly or weekly basis. Don’t worry about being too detailed. This can be as simple as noting to yourself to do a blog the first week of the month, a newsletter the second week of the month, 3 Facebook posts a week, 5 Pins and 10 Tweets a week. You can then check items off as you complete them. This will help you to avoid ‘doing all your social media’ on one day and will provide you a simple plan you and your team can refer to. It can also reduce YOUR workload by allowing you to easily delegate and manage tasks to different team members.
Productivity * Consistency * Quality
Using Content Management Forms and Editorial Calendars help you to maximize your productivity, as well as the consistency and quality of your content marketing. They also help you to align your team members (both internal and external) and to facilitate team meetings. Additional benefits include enforcing accountability, planning around vacations and time off, and eliminating last minute stress associated with a lack of planning. That’s something we all can benefit from!
Click to download corresponding content management and editorial calendar forms.
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