Content Calendars Increase Productivity | DataDrivenInvestor
Be productive when letting people know about everything you offer
For the greatest social media productivity, a content calendar is your ticket to being organized and maximizing ROI, especially your time.
This especially applies to Twitter where content is flying at breakneck speed. Any given information lives a short life before being lost to the ether. That’s why marketers like Lucy Rendler Kaplan and Madalyn Sklar favor content calendars to strike a balance between planning and production.
Rendler-Kaplan founded Arkay Marketing & PR, a boutique PR agency. Sklar has been a digital marketing expert for three decades. Together they focused on the benefits of using a content calendar for Twitter.
“A content calendar helps guide your content,” Rendler-Kaplan said. “You have spots for days to post, hours, on which platform, image content and caption.”
Tracing elevates your perspective to distant horizons.
“A content calendar allows you to plan your posts in advance, whether they’re for your blog, YouTube, or social media,” Sklar said. “It outlines what you plan to post, what platform it is for, and when it will go live.”
Any brand will benefit from creating a calendar.
“It helps ensure everyone is on the same strategic page with clearly defined roles,” Rendler-Kaplan said. “It’s easy to lose focus on Twitter because it’s so fast.
“For people who share the same account, calendars are great for keeping track of who’s doing what and when,” she said. “Consistency and relevance are maintained.”
At least calendars reduce randomness.
“A content calendar encourages you to be strategic about what you post online,” Sklar said. “You can think about your goals and the needs of your audience and create the content they’re looking for.
“Having a content calendar also encourages consistency,” she said. “Since everything is planned in advance, you’ll never find yourself scrambling for ideas at the last minute. Instead, you can regularly create amazing content.
Calendar creation starts with the basics.
“Start with your goals and create content that addresses the pain points of your target users,” Rendler-Kaplan says. “Test when they see your tweets so they get the responses they’re looking for.
“Remember to add space in your content calendar for hourly engagement and for opportunistic tweets that may arise,” she said. “Always analyze. It might not sound catchy, but it’s important.
Social listening is key to knowing where to aim.
“To create a content calendar, understand who your audience is,” Sklar said. “What kind of content do they want to see from you? Knowing their interests and needs will make it easier to generate topic ideas.
“You’ll also want to tie your content topics to your short-term and long-term goals for your brand,” she said. “That way you see the ROI you expect from your content, like raising awareness and driving conversions.”
Part of the flexibility of a calendar is allowing you to make room for a new topic or any last-minute event you want to share with your audience.
“I do this using multiple tools,” Sklar said. “For evergreen content, I use Agorapulse. I have Dampen configured so that I can easily place tweets there that won’t interfere with my other scheduled tweets. Of course, you can use one tool for all of this.
How far into the future a timeline extends is an individual choice.
“It depends on the client’s niche and their goals,” Rendler-Kaplan said. “For some, we build a month in advance. For the most part, we load our calendars weekly. »
Longer, thoughtful plans will pay dividends now and later.
“Planning at least a month ahead — or even once a week — is always a good decision,” Sklar said. “Just allow yourself to be flexible and make changes based on the latest news, trends, etc.”
A more productive use of time unlocks engagement.
“Typically, your followers follow you because you’re in the same ‘communities,'” Rendler-Kaplan said. “Consistency and timelines go hand in hand.
“Calendars provide the content hooks,” she said. “By using these, you can engage with people when they see your content.”
People will also know what to expect when they see your name on their calendar.
“By posting regularly, you’ll see more engagement,” Sklar said. “People will have more opportunities to interact with the content you share.”
A good calendar is a guide rather than a precision instrument.
“If a missed item is relevant for another time, don’t worry,” Rendler-Kaplan said. “Just move it to another place on your timeline where it also makes sense and is needed by your audience.”
Rendler-Kaplan prefers to use tools such as Social Sprout and Excel spreadsheets to create calendars.
For her social media content, she uses a variety of tools:
Evergreen posts — timeless items good any time of the year, perhaps for many years — are great for plotting on content calendars.
“I use them daily,” Sklar said. “I have a lot of evergreen useful content that is shared through my content calendar in Agorapulse. These tweets never go out of date and will always be relevant to my audience.
“My strategy is about 50% sticky posts, the other half being hot topics and peppered conversations,” she said. “That way I can talk about trends, breaking news and other topics.”
Long-in-the-tooth treats also have financial rewards.
“I’ve found that the more persistent content I post, the more long-term ROI I’ll receive,” Sklar said.
That sounds true to Rendler-Kaplan who agreed that evergreen posts are relevant all the time, thanks in large part to the optimal use of content calendars.
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