Content Calendar Benefits and Strategies to Stay Connected & Engaged

If you find yourself struggling to make regular social media content––be it because you do not know how to bring your ideas to life or that you are out of ideas––then you need a content calendar. Content calendars are one of the most important and beneficial tools in social media marketing, and here is why.

Benefit #1 – Planning Themes to Maintain Organization and Focus

The first and most obvious benefit of a content calendar is the ability to focus on one specific theme more easily.  Below, we break this down even further so that you can understand why this benefit is so valuable:

Streamlining Your Content Creation Process

If your ideas are scattered around various notebooks, Google Docs, and sticky notes, you are likely to forget something or feel overwhelmed. Moreover, you might accidentally contradict yourself, either in a blog post or a social media post, which can confuse your audience. Not only do content calendars keep all your ideas in a central location, but they also allow a bird’s eye view of your messaging. This way, you can easily edit out any contradictory or tangential ideas.

Tying All Your Content Together

If you update a blog or upload videos on Wednesdays, then you can arrange social media posts to draw attention to your website or YouTube channel. If you post a pull quote or a clip, you can effectively give your audience members a taste of what they are missing out on. Unaware audience members now know about that content and may be more inclined to check it out.

This strategy also works for lead magnets. You can advertise what you are offering in exchange for a newsletter sign-up or blog post subscription. Alternatively, you can encourage people to follow your social media accounts with lead magnets. One common tactic is to offer a coupon or promotional offer in your social media posts. That way, your audience not only gets to enjoy compelling content, but they also can benefit from an appealing discount!

Easier to Stay Relevant

Social media calendars are especially helpful for crafting posts around holidays or month-long observances. By using holiday hashtags, you can generate more attention and reach a wider audience. For example, if you donate a portion of your proceeds to women charities for the entirety of Women’s History Month (March), then you could continuously draw attention to your fundraiser with women-related posts. Not only will you contribute to uplifting and worthwhile causes, but you will also foster engagement and increase your leads and sales.

Benefit #2 – Sending Different Messages to Different Platforms

While you want your branding and messaging to remain consistent, you do not want to constantly copy/paste your posts across all platforms. Though the copy/paste method is more convenient, any cross-platform followers may get frustrated with seeing the same message over and over. This could result in your audience only following you on one platform as opposed to multiple. Here is how you can change that:

Keeping Track of What You Post Where

For instance, if you are a personal trainer who is offering a discount on one-on-one sessions this summer, you can show your audience what they can expect from these sessions across multiple social media platforms. If you know your Facebook audience skews on the older side, then you might offer options that are more suitable for their budget and lifestyle, options that may differ from what might appeal to your younger audience on Instagram.
You can also track which posts perform better on which platforms, and tailor that platform’s feed to optimize your results.

Benefit #3 – Track Performance and Results

Finally, the third benefit. It is all about tracking performance and reaping real results. Content calendars not only help you prepare for the future, but they also keep a record of what you posted when and where, and what the results were. For example:

Metrics to Measure Performance

Sometimes what you think is your best quality content just does not resonate with the audience. Data analytics should be used to identify the connecting triggers that gets your message across and invites people to want more. Some things to look for include:
Traffic drawn to the site
  • Where traffic is coming from
  • Number of unique visitors
  • Number of pageviews
  • Time spent on a page
  • Call-to-Action (CTA) engagement goal achievement (clicks, sign-ups, sales, etc.)
Number of times content has been shared
  • Number of sales generated

Compiling Data That Matters

Since timing is extremely important in social media marketing, you can reference your calendar to figure out when you posted the content with the highest and lowest engagement. You can also use it to determine the ideal posting times and days for each platform you use. Similarly, social media calendars can help you keep track of any experimentation with timing and content.
But beyond timing, data will help you identify poor performing content that needs improvement. It can also help you identify what your higher performing contents are; the ones that resonate with your audience better.
It is important to monitor and analyze on a regular basis the performance of each content to stay connected and engaged.

Tips for Use

To get the most effectiveness from your content calendar, here are some tips:
• Establish a Tone & Vision. As mentioned in Benefit #2, you want to keep your branding and messaging consistent. Find a guiding principle, a common goal, or an appealing aesthetic to unite your content.
• Diversify Your Content. Harkening back to Benefit #2 again, you do not want to copy/paste your content to all your platforms. However, you also want to avoid posting the same type of content in your feed. Do not just put product pictures on your Instagram feed. To expand upon the personal trainer example, you can utilize reels or post short videos to show off your latest healthy recipe or morning fitness routine.
• Plan, But Stay Flexible. Relevance is always an expectation with social media, but you also do not want to improvise or play everything by ear. Start setting up your calendar well in advance, but do not panic if you have to change or add something to your content a day before you post it.

What Comes Next?

Devising a content calendar is only the beginning, of course. You will want to consistently have engaging content across multiple platforms if you want to pique your audience’s interest again and again and drive results.
Fortunately, we can help. Sign up for our Exclusive Blog Insights and get free access to our Content Calendar Monthly Planning Template.
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