Prioritizing Content to Create a Sustainable Content Calendar
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:
- Hootsuite’s Editorial Calendar Template (Google Sheet)
- Hootsuite’s Content Calendar Template (Google Sheet)
- HubSpot Social Media Content Calendar Template (Excel or PDF)
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 trends.google.com 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!