Your brand priorities should be the first items penciled in on your content calendar because it's imperative to effectively communicate these to your audience.
What are the top priorities for your organization?
High-ranking service lines
Initiatives identified in your Community Health Needs Assessment
Next, you should identify your marketing priorities. You may have different marketing priorities for each institutional priority, but having them outlined in a succinct content calendar will help you create sustainable content.
Previously Covered Content
Lastly, consider ongoing conversations that should be maintained.
Is your organization the go-to authority on a certain topic? If so, be sure to regularly schedule content on the topic.
Identify the issues you should continue to cover and determine the frequency at which that content should be published.