January 25, 2018

Prioritizing Content to Create a Sustainable Content Calendar

By Taryn Offenbacher, Senior Communications Specialist

In the webinar “4 Steps to Creating a Sustainable Content Calendar,” Audrey Laine and I offered a few tips to help health care communications professionals start 2018 with a strong strategy. The first step is to review analytics and the second step is to identify brand priorities.

Step 3: Pencil It In

Plan Priority Content First.

The webinar offered several examples of how to plan an annual content calendar, using a monthly or topical approach – focusing on timely, priority, and secondary content first and using evergreen content to fill the remainder of the calendar.

Some social media management systems like Sprinklr and Hootsuite offer calendars within the platform. If you do not use a management system or are looking for a supplemental planning tool, here are a few great examples:

  1. Hootsuite’s Editorial Calendar Template (Google Sheet)
  2. Hootsuite’s Content Calendar Template (Google Sheet)
  3. HubSpot Social Media Content Calendar Template (Excel or PDF)
  4. Trello
Supplement with Evergreen Content

Now that you entered priority and timely content, fill the remaining calendar with supplemental or evergreen content. Consider re-sharing content you shared previously, retweeting industry leaders, finding internal stories that are appropriate for public distribution or stocking a supply of evergreen content.

One easy way to stock evergreen content is to share quotes.

Desktop tools like Canva and PhotoShop and apps like PicsArt, Square Edit, and Tadaa allow you to edit photos, apply filters, and add text overlay.

Newsjacking is another way to connect your brand to relevant discussions. Use to find the top trending content of the day. Jeff Calaway explains how to skillfully apply newsjacking in your content strategy.

Stay tuned for tomorrow's post on scheduling, timing, and frequency. Also, take a minute to share your tips for planning an annual content calendar below!

Audrey Laine Seymour is a Communications Specialist at Mayo Clinic in Florida and is a member of the Social and Digital Innovation (Star Wars) team.

Taryn Offenbacher, a Communications Specialist at Mayo Clinic in Arizona is a member of the Social and Digital Innovation Team (Star Wars). 

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Prioritizing Content to Create a Sustainable Content Calendar | Mayo Clinic Social Media Network

Tags: content calendar, content marketing, Content strategy, editorial calendar, Strategy, Tactics & Best Practices

I’ve found (and I think another member here suggested it) that a shared outlook calendar works well for putting in all the awareness days and known events and making it shareable with our hospital teams for their planning. They also print easily by month for those unexpected meetings.

Thanks to the webinar, I realized my personal photography is a treasure trove of possible backgrounds for quote posts. Luckily, I prefer to photograph landscapes :-). Adobe Spark (free app) is also a good one.

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