Fresh content is essential, not just for engaging your audience, but also for reassuring them that your business operations are healthy and your team is ready to tackle any project that comes your way.
When clients come to Cerebrum inquiring about a digital presence, we explain that a website is like a child. Just as you wouldn't abandon a child once it's born, you shouldn't abandon your website once it goes live. Business owners need to regularly monitor and take care of their digital presence by posting fresh content. A dose of new, original content in the blog section of a business website can work wonders for a company's brand, not to mention its SEO. Too often, websites are created and then abandoned after only a few weeks. As a result, the website content is never updated, and potential customers are left wondering whether the business is still active and running.
We recommend using a content calendar.
A content calendar is a vital tool for planning and managing your marketing materials. All content calendars should include the post's content (copy and media assets). If you plan to publish the post on social media and your website, the post may also contain hashtags to use and accounts to mention. At Cerebrum, our robust content calendars always include the campaign or business objective tied to each post on the backend, as well as how well each post performed post-publication. This extra step enables our clients to gauge the content strategy's success at a glance and refine it as needed.
What are the benefits of using a content calendar?
Content calendars ensure your company's content is fresh, varied, and consistent across your online presence. (Your customers and followers tend to have a good memory. So they might recall if a post is repetitive or feels inconsistent or off-brand.) If you are looking to get started on a content calendar, here are a few tips:
Step 1 - Consider your social media plan/strategy:
- What is your topic?
- What is your goal?
- What social channels will you post on?
- How frequently will you post on each channel?
- Are there channels that better reach some audiences more than others? What type of content is appropriate for each target?
- When do you plan on publishing your post?
- What sort of assets do you need (text, images, video)?
Step 2 - View and analyze your results:
- Look at what worked well and consider why (publish time, topic, content type, content execution).
- For top-performing posts, see how you might repurpose channel content.
- Apply these insights to your post strategy and planning.
Step 3 - Organize your ideas and backlog:
- With key learnings in mind, note future post ideas (whether a new content format or a week of themed posts).
- Populate your content as far in advance as possible. The farther out you plan, the more time you have to hone your ideas as inspiration strikes.
Most business owners recognize the need to regularly publish quality content for their customers but don't have the time. That's where Cerebrum comes in. We are here to help brands and businesses with everything that is digital-related. By relying on a trusted partner, business owners have time and peace-of-mind to focus on what they do best: running their business. Contact us today to schedule a free consultation to discuss how we can put a digital content strategy to work for your company.