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What should a content calendar include? This can be a loaded question because different people have different expectations or needs for a calendar. If nothing else, there are four things that must be included to get content to perform:
- Understanding who the content is for
- Determine priority topics
- Determining what your unique angles will be
- Keyword targets and topical gap analysis in the market
I discuss each bullet point in more detail on this episode of “The Business Storytelling Show.” and below.
After years of working with content calendars and seeing both successful and not-so-successful strategies, I’ve identified four essential elements that every effective content calendar should have. They help streamline your content creation process, drive better results, and avoid wasting time on unnecessary steps.
1. ICP (Ideal Customer Profile)
The first and most important element of your content calendar should be a clear understanding of your ICP or ideal customer profile. This means knowing exactly who you’re trying to reach with your content and why you’re creating content for them.
For example, let’s say you’re targeting VPs or Heads of Marketing at larger companies who are looking to expand their content marketing efforts. You have to understand why they might want to create a content function and what problems they’re trying to solve. Then create content around those problems,
While it’s essential to have this persona in mind, you don’t need to overthink it or include excessive detail in your content calendar. If you’re consistently targeting the same type of person, a brief description or even a link to a more detailed persona document should suffice. The key is to ensure that your ICP remains top of mind without becoming a burden or slowing down your content creation process.
2. Priority topics
The second essential element of your content calendar is a list of priority topics that you want to cover. These should be data-driven and based on what your target audience is actually searching for and interested in.
One effective way to identify priority topics is through SEO research. Look at the terms and questions people are searching for related to your industry or niche. Even if you don’t plan to create SEO-focused content for every topic, understanding what people are interested in can inform your content strategy across various channels, including social media.
When incorporating priority topics into your content calendar, be sure to include the main keyword targets and any related questions that you want to address. This will help your content creators stay focused and ensure that the content they produce is relevant and valuable to your target audience.
Read next: Content is King, but Unique Content rules!
3. Unique angles
The fourth and final essential element of your content calendar is identifying unique angles for your content. Simply regurgitating the same information as everyone else won’t help you stand out or rank well in search results.
To find unique angles, talk to the people inside your company to find the stories that are top of mind. That could be internal experts, custom support, and even product development.
Also look at what others in your industry are saying about a particular topic. Then, consider how you can offer a fresh perspective, share your own experiences, or even respectfully disagree with common opinions. Sometimes you can also spin off other ideas from those initial things that others have talked about.
The goal is to provide value to your audience by offering insights and information they can’t find elsewhere.
Identifying and incorporating unique angles helps you stand out.
4. Keyword targets
By including specific keywords and phrases that you want to rank for, you can ensure content includes those terms naturally. Of course, we have to make sure our target audience actually searches for those keywords. So don’t just create target keywords, but create content around target keywords that have a certain level of search volume to them.
Another common mistake is to have one person write an article with only a rough idea of the keyword targets, and then have someone else optimize it for SEO after the fact. This disjointed approach is ineffective and can lead to subpar results. Instead, make sure your content creators are aware of the keyword targets upfront and incorporate them naturally into the content as they write.
For example, if you’re writing an article on “what should a content calendar include,” make sure to include that exact phrase in your headline and throughout the article in a way that flows naturally. By integrating your keyword targets from the beginning, you can avoid the need for extensive optimization later on and create content that is both user-friendly and search engine-friendly.
Read next: How to write engaging blog posts
What to omit
Some common things that are often included that I don’t necessarily think need to be included are:
- publishing dates
- social media publishing dates
- distribution
The first two change all the time anyways in our dependent on so many factors so just keep plugging along and get stuff done. Distribution should be standardized and should include some variety of social media, email and other campaigns.
Putting it all together
Now that we’ve covered the four essential elements of a content calendar, let’s talk about how to actually create and maintain one.
When it comes to format, I recommend keeping it simple. A Word document or Google Doc can be a perfect starting point. Begin by listing out your priority topics and any associated keyword targets or questions. Then, as you develop ideas for each topic, add them to the document along with any relevant notes or unique angles.
If you’re working with a team, consider using a shared document, project management tool or other content planning tools that allow for easy collaboration and communication. This way, everyone can access the content calendar, contribute ideas, and stay aligned on priorities.
As you create content, be sure to focus on quality over quantity. It’s better to publish one well-researched, engaging piece of content that addresses your target audience’s needs than to churn out multiple mediocre articles just to stick to an arbitrary publishing schedule.
That being said, consistency is still important.The key is to maintain momentum and keep your audience engaged without overwhelming them or sacrificing quality.
Promotion matters. So does re-use. Repurpose it into other formats. The more mileage you can get out of each piece of content, the better your return on investment will be.
Conclusion
Creating and maintaining an effective content calendar doesn’t have to be complicated or time-consuming. By focusing on the four essential elements outlined in this article – ICP, priority topics, keyword targets, and unique angles – you can streamline your content creation process and drive better results for your business.
Remember, your content calendar should be a living document that evolves as your business grows and your audience’s needs change. Don’t be afraid to experiment, try new things, and make updates based on performance data.
At the end of the day, the most important thing is to create content that genuinely helps and resonates with your target audience. By keeping their needs and interests at the forefront of your content strategy, you’ll be well on your way to building a loyal following and achieving your content marketing goals.
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