Our survey of 69 content and marketing execs shows that you are a busy bunch of bootstrappers.
Too busy, in fact, to develop a content calendar for 2021.
“But my boss just wants content,” you say. “They don’t care about some fancy-schmancy calendar.”
Your boss may not want a content calendar per se, but we guarantee they want the results that come from having one. Here are five ways this strategic planning document will make both you and the powers that be at your company happier in 2021.
1. A content calendar can get you more support.
A big pain point for the content and marketing pros in our survey was getting buy-in on their content. If you want the sales team, customer success team, and other organizations within your business to support your content plan…well, you need to have a plan.
Showing them a calendar of the content you’ll be producing—and explaining how it will make their jobs easier—is a lot more convincing than asking them to believe in an out-of-date blog and a few half-hearted social posts. Not to mention, once your calendar is up and running and you’re starting to see some nice wins, you’ll get more buy-in from the decision-makers in your company who hold the purse strings.
2. A content calendar helps you develop better content.
Ideating relevant, authoritative, useful content topics is hard. When you create your content calendar during this three-day challenge, you’ll come up with a unique theme for each month, informed by your research and content audits, that will help guide your brainstorming.
For example, say you’re a field service software company and your theme for March is “inventory management.” You’ll build your topics around what your prospects and clients are asking about inventory management…what the competition hasn’t covered (or hasn’t covered well) about inventory management…and the opportunities and challenges for your audience around inventory management.
You’ve probably experienced for yourself how much easier it is to work with constraints: when someone says “Tell me a story,” your mind comes up blank. But if they instead say, “Tell me a story about a time in your childhood when you were disappointed,” it’s much easier to think of a relevant anecdote. Developing monthly themes for your content calendar has the same effect, helping you generate great ideas…which in turn helps you create incredible content.
3. A content calendar gives you more bang for your content buck.
Without a content calendar, you tend to miss out on opportunities to repurpose your content. You pump out content, publish it, and then move on to the next topic without considering how you might spin the content you worked so hard on into social posts, infographics, e-books, newsletters, and more.
Developing a content calendar is an opportunity to really think about how you can turn one hard-won idea into multiple assets, giving you more reach for less money. (You did say you’re on a limited content budget, right?)
4. A content calendar saves you time.
Once you have a plan, all you need to do is follow that plan. You know what content you’re publishing when, the resources you’ll need to create the content, and a timeline of assets you’ll be spinning off the main piece. Compare this to your usual method of starting each day, week, or month from square one.
5. You can create a powerful content calendar in just a few days.
It’s true…and we’re currently testing a beta version of a (budget-friendly) package of tools and instructions that can make it happen for you. If you want to learn more, email us at firstname.lastname@example.org.