Think of a content strategy like a map to your destination or goal. Without it you end up on a back country road in the middle of nowhere, where no one can hear you! Well, that is the last thing you want to happen when it comes to your business.
According to Entrepreneur.com, the key to a developing a social networking schedule is to be consistent. Find a schedule that keeps you accountable without taking over your life. Here are some sample schedules they developed for different levels of engagement.
Twice Daily in the Morning and Afternoon
- Check Twitter via a program like HootSuite.
- Check LinkedIn.
- Scan Twitter followers for relevant conversations.
- Check your business's Facebook Page for questions.
- Scan Google Alerts for brand and company mentions.
- Respond/Follow when appropriate.
Weekly or on Weekends
- Build Twitter Lists to better organize ongoing discussions and special interest groups.
- Set up saved searches to find out if people are talking about you or your company.
- Scan LinkedIn questions from network connections.
- Catch up on LinkedIn discussions.
- Send LinkedIn invitations to connect with clients when beginning a new assignment.
- Ask for LinkedIn recommendation after successfully completing a project or engagement.
- Add new content to Facebook like videos or photos.
- Re-purpose this content and energy to reach a larger audience
- Identify new social networking influencers and build relationships.
Through the Week
- Mondays: Schedule tweets to go out three times per day at regular intervals.
- Mondays, Wednesdays and Fridays: Join one hot trend conversation on Twitter and add new content to Facebook.
- Tuesdays and Thursdays: Respond to blog comments.
- Fridays: Check traffic at your blog or website.
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Just as important as producing quality content for your blog is producing content on a regular basis. From Michelle Linn at Content Marketing Institute, some suggestions on how to keep your posting on a consistent schedule.
Content marketers can face the biggest dilemma that any other writer encounters, writer's block. Paul Wolfe doesn't use the term "writer's block". Instead, you refers to the inbuilt resistance to sitting down and writing, and talks about how to overcome it.
Resistance is an internal force that all content creators have to overcome to produce their work on a regular basis. It stems from our tendency for self-preservation, which causes use to try to maintain the status quo. Resistance to writing manifests itself in many ways:
- Finding non-urgent tasks to do before you commence writing.
- Suffering from self-doubt.
- Slowing down writing with persistent editing and re-editing.
- Coming up with another, potentially better idea in the middle of writing.
To create your own unbreakable deadline, find a way where the result of not meeting the deadline is worse than meeting the deadline. Pre-selling a product can accomplish that. Post your publishing schedule. Create other penalties for missing the schedule. Trick your ego into feeling punished for failing to publish.
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Valuable content, either interesting or helpful, keeps readers/viewers coming back. Organizations that provide that type of useful information don't typically come up with it on the fly. They create an editorial calendar and plan ahead.
Hubspot, like some print magazines, plans its social media calendar as much as a year in advance. Not only does this create a useful framework, it allows you to see how the content supports your social marketing objectives. It also allows you to track and repurpose existing content, to relieve the burden of constantly creating new content. A calendar can also assist with breaking larger pieces of content, like white papers, into smaller pieces that are more likely to be consumed.
View Original Article and Download Hubspot's Social Media Posting Schedule
Marketing Calendar Template
Brandeo's popular, free marketing calendar template has been updated for 2011 and is available for download.
It can also be helpful to have a master calendar and separate calendars for specific activities. The master editorial calendar provides an overview of all content planned. Track key dates and include a brief overview of all planned content by type. Create separate calendars for specific content types like blogs, newsletters, white papers and case studies. Track information like date, author, title, keywords, categories, tags, calls to action and status. Tracking these elements can help with SEO and conversion.
With complex buying cycles, you may also want to use the editorial calendar to track customer progress.
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