Promotions and Social Media

IF YOU ARE DRAWING A BLANK ON HOW TO MAXIMIZE THE IMPACT OF YOUR CONTENT CALENDAR, HERE ARE SOME IDEAS

Published on Jan 13, 2020 6:31:23 PM

 

H_what to consider when creating your content calendar

 

Creating a content calendar for your blog or social media channels is a critical component to effective inbound marketing. Pre-planning and organizing your posts saves you the time-wasting, frustrating process of trying to brainstorm “on the fly.” It also helps you avoid writing redundant posts and gives your entire team of stakeholders an opportunity to provide input on your company’s messaging.

But where to begin? To help you plan and schedule you’re blog or social content, consider the following, comprehensive steps:

 

AUDIT YOUR PLATFORMS

 

Which social channels are you currently using? If some of your feeds are underperforming, it may have less to do with your specific content than with the inappropriateness of that channel for your products or services. Similarly, if you don’t have a social profile on a platform popular with your target market, you’re putting the proverbial cart-before-the-horse if you don’t set one up prior to planning your creative.

Generally speaking, blogs are great for industries whose audiences enjoy in-depth insights or entertaining feature stories. Visually-oriented social channels such as Instagram and Pinterest lend themselves to design-centric businesses, particularly those in the consumer goods and lifestyle sectors.

LinkedIn is a perennial favorite for those in B2B services, particularly those whose products or services appeal to LinkedIn’s heavy-users who commonly work in sales, training, or HR.

The often-misunderstood Twitter has become a defacto “headline news-reader” for both B2B and B2C sectors, and can be an effective channel for any business wanting to set itself up as an industry thought leader. YouTube is obviously critical for businesses whose audiences can benefit from video tutorials.

Taking the initial time to determine the right channels for your business and messaging can save you a lot of wasted efforts, going forward.

 

 

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CHOOSE A MANAGEMENT TOOL

 

There’s no bigger inefficiency than manually posting to multiple channels in real-time. Scheduling your content via a social media management platform not only cuts out labor-intensive posting steps, it gives you an at-a-glance dashboard to see how your content is performing across all your platforms. HootSuite and SproutSocial are among the top management tools for active social users. For businesses with complex customer management and marketing needs, most CRMs offer robust social management options, with Pardot, HubSpot and Zoho being among the most popular.

 

 

 

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PERPETUATE YOUR POSTING SCHEDULE

 

Posting regularly to your blog or social accounts is critical to attracting and maintaining an engaged following. But what constitutes “regularly” will vary from one business to another. Some businesses can post multiple times throughout the day. Others might only post weekly. The most important thing is to focus on quality, rather than quantity. Forcing yourself to create content to meet an unrealistic schedule just results in a lot of “noise”—low-quality, uninteresting, posts that don’t get any engagement or shares.

Low quality content can have a negative effect on your engagement, resulting in people unfollowing or hiding your posts from their own feeds. Set a realistic schedule based on you (or your team’s) ability to create interesting, substantive content that delights and surprises your followers.

 

 

 

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START WITH A SPREADSHEET

 

Some content create prefer to draft their calendars within their social management software, while others prefer to create a more heavily-designed editorial calendar that can be easily shared and appreciated by diverse internal and external stakeholders.

But beginning with an initial spreadsheet of dates, topics, and assigned writers is a critical first step and this customizable template can be incredibly useful as a starting point.

 

 

 

stunning exhibiting experience

PICK YOUR TOPICS

 

It can be very helpful to meet with your staff annually, quarterly, or monthly to brainstorm on topical ideas. Consider things you’ve seen discussed in trade magazines, questions you’ve fielded from customers, and other content assets you’ve recently created for your website or for off-page marketing. Working with issues assets that your team has recently encountered or created can help you avoid the onerous task of researching a topic from scratch, so bring a list of your content assets.

Also be sure to bring along a list of any and all recent topics you’ve already posted about, in order to avoid redundancy. Check your social analytics to see which topics have received lots of engagement in the past. You might also your Google Analytics reports to see if there is some popular, legacy content on your site or blog that might need a timely refresh.

Try to avoid content that is self-promotional (awards won, news coverage you have received, etc.). In general, self-promotional content should comprise no more than 20% of your social feed. Focus the remaining 80% on topics of interest to your readers.

 

 

 

 

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SPICE UP YOUR CREATIVE APPROACH

 

Questions that ask for follower input can be a great way to generate comments. Infographics and other visual media often earn a lot of likes and shares. And sharing back links to your blog or website is a good way to use your social channels to drive users to your site, where they are more likely to convert into leads or purchases.

The key is to vary your approach. Creating too few posts that link back to your site results in a lost opportunity for lead and sales generation. Creating too many of these posts results in an off-putting, spammy, hard-sell social feed that few people will want to follow. Too many long blog posts can bore your readers, while creating only airy, visual social graphics will result in too few followers digging deeper into your knowledge base.

Consider the form of engagement that you want each blog post or social to generate, and work backwards from that to determine the best format for your creative.

 

 

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SET GOALS FOR SYNDICATION AND CROSS-PROMOTION

 

Too many social media managers post only to their own accounts, and don’t ever guest-blog nor comment on the feeds of other social influencers. As you iron out your content calendar, consider other industry professionals who might be able to amplify your message, and include a note in the calendar to reach to these accounts when you post your own content.

It’s typically a good idea to syndicate your blog content to a few other sites, but which sites you choose will depend on your content. Medium is a great site for syndicating long-form blog content, and it can also help you earn valuable SEO backlinks to your website. Sites such a Quora are ideal for syndicating Q&A-type content. Facebook Instant Articles are great for reaching a B2C audience, and LinkedIn’s syndication services can help with your content discovery among B2B audiences.

Just don’t overdue it with syndication: focus on 2-3 platforms whose editorial reach and visibility work best with your content.

 

 

MONITOR, ANALYZE AND REVISIT

 

Once you eventually write, schedule, and release your creative, watch the performance of your content across all platforms. By recording these notes in your content calendar, you’ll have helpful ideas to bring to the table the next time you sit down to plan out a new calendar.

 

 

About the Author

Matt has been with the Skyline lead generation and customer engagement team for close to 15 years. He manages several campaigns in areas that involve database marketing, search engine optimization, search engine marketing, social media marketing and website marketing. He is also a certified marketing automation administrator working on several email campaigns for Skyline's live seminars, webinars and product announcements.

Topics: digital, digitalmarketing, tradeshowmarketing, content calendar

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TRADE SHOW TECHNOLOGY TO CAPTURE, qualify & CONVERSE

 

QuickTapSurvey

Create custom surveys to quickly capture attendee ideas and opinions while they’re at your booth. Note: No internet connection needed. Equipped with automated email feature to nurture leads after completion
of the survey.

 

Leadature

Offering Lead-capture solution designed for PCs, tablets, and smartphones – with or without an Internet connection – offers real-time data measurement and works with all badge types as long as the data is not encrypted.

 

 

build your event for experience

 

 

Pixe Snap

If you have a photo booth, in your exhibit this app (iOS and Android friendly), and can brand each photo with your logo, event name and dates, hashtags, or other marketing messages. It also allows attendees to add text to their images before posting them on social media.

 

CDS Xpress Connect

This app lets you scan or type badge IDs to capture lead details and have prospects answer preliminary qualifier questions and rate your leads.

 

CamCard

For just $0.99, CamCard, take pictures of business cards and save the images to your smart phone. The app also enables you to edit the data and add custom fields and reference notes to capture all the information you need.

 

 

iPrizeWheel

There is fun in turning the wheel. However, when you have a smaller booth space iPrizeWheel app works like a charm and easily hooks up to a large screen to attract attention from a distance.

 

ShowGo Mobile

 ShowGo Mobile provides a convenient database to organize schedules, hotel arrangements, inventory, staffing, and more all in one central location hosted on a cloud server.

 

Crowd Compass Directory

Navigate your conference, convention or trade show, connect with other attendees, and find what interests you the most.

 

 

NewExhibitor

 

Super Planner

Business application for the professional event planner:, — calculators for venue capacity, staffing, catering, staging, projection and other  useful tips.


Eventbrite

Create, promote, and sell tickets to any event while helping people discover and share events that match their passions


Social Tables 

Bring events to life with accurate diagrams, 3D renderings, smart seating, meal management, and stronger communication.


Check In Easy

Simple and fast guest registration, check-in, and management at events from 2 to 20,000 people

 

Zkipster 

The easiest way to manage online invitations. Beautiful RSVPs and forms that connect right to your guest lists for seating and check-in.


Dropbox 

Access and upload any photo, doc, and video from any device anywhere and share them easily (Free)


Google Drive

Access and upload photos, videos, documents, and other event files from any device anywhere and share them easily


Podio

Collaborative work platform where you can build your own work apps based on your own processes and workflows and use them instantly.

 

Basecamp - project management app  Asana - is another great one! With both of these apps, you may access it free up to a certain nymber of tram members.


Evernote

Lets you take notes, capture photos, create to-do lists, and record voice reminders.

 

DocuSign

Quickly collect signed documents, like contracts, proposals, or NDAs, in just a few clicks with DocuSign

 

6 principles to have an amazing exhibiting experience

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