One of the greatest features of social media is the ability for any person to give a spur-of-the-moment reaction to something happening in real time, with the potential for it to be heard around the world within minutes. While this spirit of spontaneity remains one of the biggest draws to social media, marketers will want to proceed with a bit more forethought and planning to make the most of the various platforms.
At Celtic, we partner with clients to create content calendars that help plot out social media and blog content for an entire year. We recommend looking 12 months ahead to ensure that content will accurately coincide with key company announcements and industry happenings.
For a comprehensive content calendar, marketers should remember to address the Four T’s:
Tactics It’s important that the content on your blog and social media efforts complements other marketing efforts planned for the year. If there is a new ad campaign or important piece of collateral being released, these items should typically be addressed via content in a timely manner and with a consistent voice. Social media is also essential to improving the reach of company video, so have a plan in place to help promote these projects when ready.
Trade Shows This rule applies to any major event or gathering recognized within your industry. Be sure to account for the timing of all of the major national and regional events, including what your team’s participation may include. For shows where the organization is sponsoring or exhibiting, be sure to promote well in advance to create awareness with your audience. Even if your organization won’t have a significant role with a given show, it can also help simply to show your support for the industry.
Trends Most industries have specific trends that align with different points in the year. Whether they are seasonal or based on sales patterns, be prepared well in advance to address the issues that are important to your audience when they are most relevant.
Tips Blogs and social media accounts alike should try to closely follow the “80/20 Rule.” While 20% of your produced content can and should promote news and information specific to your brand, strive to make 80% relevant and interesting to your audience without a strong product push. Whether commenting on an industry-wide issue or offering advice to solve problems commonly facing your audience, your content will be more compelling to readers if they find the information of value to them without feeling as if they’re being sold. From a blog perspective, this is also essential to help realize the SEO benefits as most searches start seeking a solution rather than a specific product or service by name.
Social media will always be driven by its ability to share real-time thoughts as the ultimate reactive medium. But for marketers to make the greatest impact, a more proactive approach can go a long way.