The Essentials to a Great Content Calendar
A content calendar is very important to the success of a digital marketing campaign for your business. The content calendar is a break down of an inbound marketing campaign. Your content calendar must be based around a single theme or “Pillar Page”. This Pillar Page must be specific to one central message and it also must be valuable information for your target market to learn.
The Inbound Marketing Campaign
Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects in the hope of generating leads or customers. Inbound marketing is the basis of content marketing. One important factor of your inbound marketing campaign is a central message, theme or referred in the marketing world as a “pillar page”.
For example, if you are a company that sells organic cat food, your theme can be “Everything you need to know about why organic cat food is better for your cat(s).” After you figure out your pillar page you can start breaking down your campaign week by week with subcategories. The way you break down the pillar page is by using keywords.
Keywords are informative words or phrases used in an information retrieval system to indicate the content of a blog, social media posts or video description. The main data point behind the keywords is called “volume”. Volume is the total amount of people who have searched the particular word or phrase on Google. Companies can decipher what keywords to use by using this volume data to forecast the best strategy to get views.
You want to create your subcategories around the keywords with higher volume that you know people are already searching for. For example, the keyword “Best Dry Cat Food of 2018” could definitely be a subcategory with a volume of 2,400 searches. Then out of that keyword, you can create a Blog.
A blog is a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.
Blogging on your business’s website is something you should definitely do. Alchemy Creative Co suggests creating a blog campaign each quarter where you post one blog a week. These blogs should be planned on your content calendar week by week. You must make sure that each blog comes back to the main point of the campaign.
You must make sure you strategize the keywords and they show up in the blogs you post multiple times. The whole point of blogging is creating useful content for your target audience which drives them to seek a solution through your company. The specific keyword should not be your full title. For example, the title for the keyword “Best Dry Cat Food of 2018” can be “The Best Dry Cat Food of 2018 That Can Improve Your Cat’s Health”
Social media is another great way to get useful information to your target audience. Alchemy Creative Co suggests your content strategy consists of 3 social media posts per week. We also suggest you post on the top three business platforms which are Facebook, Instagram, and Linkedin. These posts can promote your blogs, talk about your industry, have cool facts or even just celebrate silly holidays. Alchemy Creative Co also suggests you never sell through social media.
The main point of social media is to connect and build a relationship with your target audience. Your companies social media posts should be planned on your content calendar. You can make your social media posts and preschedule them out on platforms like Buffer.
A lead magnet defined is an incentive that a company can offer to its audience in exchange for their contact information like an email or phone number. Lead magnet usually offer a piece of digital, downloadable content, such as a free document or PDF report, eBook, checklist, white-paper, video, rewards membership and information in general. A blog or post should give relevant facts that will drive its audience into wanting to learn more or believe that the free information given by inputting contact information is valuable to them.
Your lead magnet should be tied with your pillar page. For example, if your pillar page is “Everything you need to know about why organic cat food is better for your cat(s)” then your lead magnet can be “The Everything you need to know about why organic cat food is better for your cat(s) E-Book”
A true blog has a call-to-action. A call-to-action is what you want the audience reading your blog to click on after reading the blog. This should also be portrayed in your content calendar. In this you want them to give you their contact information in exchange for more useful information. The information can be given to them in an E-Book or Checklist. For example, if your lead magnet is “The Everything you need to know about why organic cat food is better for your cat(s) E-Book” then your call-to-action should be “Download Our Free ‘Everything you need to know about why organic cat food is better for your cat(s)’ E-Book Today!”
How You Should Get started
If you own a business and believe this information is useful to know when developing your own inbound marketing strategy please click here to download a free content marketing checklist created by professionals here at Alchemy Creative Co.