Content calendar | The backbone of your content marketing strategy.

There’s one common thread in our conversations with local business owners from any sector or field of activity: they’re all very passionate about what they do. Most of them could go on for hours on end talking about their product or service.

So you’d think most of them flood their social channels with relevant content to promote and position their business. Yet, in reality, very few of them succeed in successfully delivering their message on social media. Why is that?


Deploying and maintaining a good content marketing strategy is not easy. Business owners tend to struggle, for a number of reasons:


If either one (or a combination) sounds familiar, you’ll find the steps below very useful!

Let’s organize

Like any aspect of your business, digital marketing requires preparation and organization. This is where a content calendar comes in! A well-constructed content calendar can help you overcome the pitfalls mentioned above and bring your content marketing strategy to the next level. Let’s have a look at the key ingredients for any successful content calendar.

  • Ownership

The very first thing that needs to happen: someone has to be put in charge of the content marketing efforts of your business. This can be a shared responsibility, as long as someone’s accountable and takes ownership.

  • Social media channels

Next, you’ll have to define where you can reach your audience, and on what channels it makes sense to publish the content you want to put out there. Selecting only the relevant channels will allow you to keep focus.

  • Timing and recurrence

Cool! You’ve picked the right social media channels and someone’s in charge. Now, let’s set up a suitable posting schedule! Find a rhythm that is realistic and that you’re able to maintain. Don’t annoy people by flooding their feed, but try to stay top of mind. It's a balanced exercise!

  • Content themes or topics

Try to bring some variety in the topics you tackle, otherwise, people will get bored. Defining content themes will also allow you to structure your efforts. Never forget that people don’t like content that only talks about you and your business. Therefore it’s important to find a well-balanced content segmentation. Content themes that focus on educating your followership (e.g. industry news, trends, major milestones) will put you forward as an expert within your domain. More business centric content (e.g. discounts, seasonal events, projects) will highlight your company.

  • Content sources

Content marketing doesn’t mean the person in charge has to write every piece of content that is published. Think about sharing interesting news articles about your sector, or user-generated content like testimonials. Finding the right mix will help you save time.

All these elements combined give you a great framework to work with. It’ll get you started and will prevent you from stopping. Makes sense, doesn’t it?

Stay tuned! In our next blog post about content marketing, we’ll use a case study to help you go from theory to reality!