One of the hallmarks of companies that rock content marketing is that they without fail have a content marketing plan along with a content marketing calendar. Content marketing has become a many-headed hydra, all of which require care and attention.
Keeping track of all the many venues in which you publish, tracking production, holding people accountable, and certainly not least, executing a coherent strategy makes going forward without a content marketing calendar downright foolhardy. So let’s have a look at how you can construct a workable content marketing calendar and strategy.
Who should do this?
Even if you are a large company with several departments making use of the calendar, you’ll want to have a person dedicated to ensuring the overall plan is advancing, and people are being held accountable. This presupposes that you have a single content marketing calendar. We think this is best as even while there may be different people or teams working on different aspects of content creation, it is vital that there is a common vision and goals at play here. Having more than one calendar is asking for it, and really hampers efforts at promotion. Resist the calls for independence here.
This is to lessen the chances for assignments and deadlines falling too far behind, and jeopardizing marketing promotions that are inextricably intertwined.
What should you use for a content marketing calendar?
This can be a simple spreadsheet customized for the task. This is usually sufficient. There are many other forms of collaborative software if you have a large organization or want more automation.
Software like Basecamp, Teamwork and others provide useful platforms for running projects, and can help you keep track of complicated campaigns easily. There is a cost and learning curve involved with this, however.
In most cases a simple solution is best, and we would encourage this to start. Moving up to more sophisticated systems can always happen down the road if need be.