The Six Pillar Content Calendar

Content planning
By cultivating high quality, informative and engaging content, we are able to build and strengthen that all-important relationship with our audience. As well as building trust, great content can also increase brand awareness, generate leads and boost SEO. When it comes to creating a content calendar, there are six pillars you need to build on.

By now, most marketing teams will be familiar with the ‘content is king’ trope. The phrase, first made popular in its namesake 1996 essay published by Bill Gates, came about as a result of his prediction that “content is where [I expect] much of the real money will be made on the internet”.

The business magnate was of course correct, and 26 years on, modern-day marketing revolves largely around content and how to harness it most effectively. By cultivating high quality, informative and engaging content, we are able to build and strengthen that all-important relationship with our audience. As well as building trust, great content can also increase brand awareness, generate leads and boost SEO.

So now we’ve covered the merits of content marketing, how do we execute an effective content plan, we hear you ask? The answer is, of course, planning. When it comes to creating a content calendar, there are six pillars you need to build on.

1. Define your goals

First things first. It’s crucial to have a good grip on your objectives before embarking on an ambitious content calendar. Pushing out content without clear objectives is a waste of time and resource, and most likely won’t help you to achieve what you want for your business.

Whether your goal is to increase followers, boost traffic to your website or push a specific product or service, get your goals clear in your mind before drafting your content marketing strategy. This will help you to focus on the pieces of content you’re creating and why, making it more likely you’ll meet your goals.

2. Choose your channels

Not all social media channels were created equally. Choosing which platform suits your product or service best is a crucial factor in ensuring your content reaches the target audience. According to Statista, the largest age demographic on Facebook, for example, is the 25 to 34 year age group, while the majority of TikTok users are between the ages of 16 and 24.

Make sure you understand who it is you’re trying to reach (consider creating some customer personas if you haven’t done so already) and use this information to select the best suited platform for your product or service.

3. Understand your best posting time

It’s not easy keeping up with ever-changing algorithms and online trends, but one way to ensure you’re giving your content the best chance at visibility is to post at the optimum time. But how do I know the optimum time, we hear you ask? Luckily, content scheduling tools like Hootsuite, Buffer and Later all take into account your historical engagement activity and advise on the best time slots to post. This will help you to gain the most engagement going forward.

4. Don’t be a one-trick content pony

Social media platforms are an ever-changing beast. Instagram, for example, may have started out as a photo-sharing platform, but times have changed over the last decade. If you’re not taking advantage of the full range of features – including reels, interactive stories, carousel posts and Instagram lives – you’re missing out on potential engagement.

Make sure you’re up to date on algorithm updates, particularly if you’re using Instagram, so you can tailor your content accordingly and increase your chances of reaching new audiences. If you’re new to photo editing or creating reels, check out some online training courses to help you create new types of content that push you out of your comfort zone.

5. Don’t forget about evergreen content

Content calendars are great for highlighting important dates around which you want to push content – for example creating a buzz around an upcoming product launch, event or collaboration. However, every content creator should remember to schedule ‘evergreen’ content into their content calendar – particularly blog posts.

Keeping your content ideas timeless – or ‘evergreen’ – can help you to increase your website traffic over time. It can also help you get more links. Backlinks play a very important role in search engine ranking algorithms, and one of the ways to get more links is to publish high-quality evergreen content that other publishers will repeatedly link to.

Finally, evergreen content is a handy way to inspire future content. You can always go back to older blog posts and use them to create future content, whether that’s creating a spin on the original blog post, pulling together a new Instagram reel or writing up an informative social media post to hook your audience.

6. Monitor content performance

It can be tempting to fall into the habit of quantity over quality when you’re trying to get your brand out there. While consistency is key to getting noticed, it’s important to learn from past content to understand how you can improve the performance of your future content.

Continuing to post content that hasn’t experienced particularly good engagement is probably not going to help grow your following, or get your brand out there. Instead, try to think about content that your audience would find useful, visually appealing or informative and go from there. Remember; high quality images, engaging captions and a clear call to action are all important when planning your content.

Strike a chord?

If you’d like to discuss the ideas in this blog post as they relate to your business, just drop us a line and we can have a chat.