Anita Campbell Archives - Adventures in Visibility How to Get Better Visibility on the Web Thu, 14 Nov 2013 21:49:27 +0000 en-US hourly 1 https://wordpress.org/?v=7.0.2 https://denisewakeman.com/wp-content/uploads/2022/11/cropped-DW-headshot-blue-sq-32x32.png Anita Campbell Archives - Adventures in Visibility 32 32 Maintaining a Content Marketing Calendar https://denisewakeman.com/social-media-marketing/maintaining-a-content-marketing-calendar/ https://denisewakeman.com/social-media-marketing/maintaining-a-content-marketing-calendar/#comments Wed, 19 Oct 2011 13:58:21 +0000 http://denisewakeman.com/?p=1488 This is a guest post by Anita Campbell, CEO of BizSugar. Maintaining a Content Marketing Calendar You've heard content is king, right? Well, it is. You may have the most fantastic product on the planet, but no one will know what it is unless you describe it to them. And no one will know it […]

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]]> This is a guest post by Anita Campbell, CEO of BizSugar.

Create an Content Marketing Plan

Maintaining a Content Marketing Calendar

You've heard content is king, right? Well, it is. You may have the most fantastic product on the planet, but no one will know what it is unless you describe it to them. And no one will know it exists in the first place unless you get the word out. Both of those tasks are accomplished through content marketing.

But just having information on your Web site isn't enough. People have to find you, so you need a way to bring them to your site, which means you need content in more than one place. It can become difficult to keep track of it all. What you need is a content marketing calendar. The first step is to decide where you're going to place content. Here are a few essential locations to start with.
 

Your Own Blog

It's not enough to simply build a Web site that sells or displays your product. You need a place to talk about it, to provide information to current and prospective customers, and for people to engage in discussion about your products and services. Giving people a place to do that means you maintain some control over the conversation, so if there are complaints, you can deal with them head on. Post on a regular basis with the help of an editorial calendar—a part of your overall content marketing calendar—to keep people interested and coming back for more.

 

Twitter

Social media will help you boost your company's visibility. Get a Twitter account (it's free!), and start engaging people. Try to tweet on a regular basis, and respond to those who contact you. To help manage this, a social media calendar is an important component of your content marketing calendar. If you're not sure how to structure one, look for a social media calendar template. 
 

Facebook

This is another important part of the social media content marketing strategy, but it gives you a little more wiggle room than Twitter. Facebook offers tools for business owners to enhance their marketing and their level of customer engagement. You can create an entire page for your business or product, talk to your customers directly, and even provide special offers for your products. Just be sure to always link back to your own site. That's your home base. 
 

LinkedIn

You know it as a great resume and job search site. But LinkedIn has also incorporated a news feature called LinkedIn Today that allows members to submit news stories which can then be voted up by other members. Share blog posts from your site, and not only will you be spreading the word about your products, you'll be gaining more links to your site, which will help your site gain visibility in the search engines.
 

Flickr

If your business is centered around creating actual products rather than providing services, sharing images is a terrific aspect of content marketing. Create a Flickr account, and share photos of your products, or even of the people who buy and use them (with permission, of course). Seeing your products in action will help customers make that all-important decision to buy.
 

Guest Posting

Find other blogs in your same or similar industries where you can publish guest posts to further spread the word about your business, and drive traffic to your site. Always follow other sites' publishing guidelines, and use this opportunity not just to seed content, but to build a network of colleagues. Remember to be open to allowing those contacts to also publish content on your blog. A little quid pro quo is a great way to build good will, and lasting relationships with fellow business owners.
 
Once you've established where and how to perform your content marketing, the next question is when. This is where a content marketing calendar will help you keep track of and manage your efforts.
  • Try not to overwhelm the people who follow your business by bombarding them with content too often.
  • Space out your posts, tweets, and shares so that your content distribution is evenly spaced, but still done on a regular basis. Just like you don't want to go overboard, you also don't want any long periods of quiet that may allow people to forget about you. You want to stay fresh in their minds and keep their attention.
  • Remember, the information you post, tweet, and share doesn't all have to be created by you. By distributing information from other sites and blogs, you establish yourself as a reliable, go-to resource.
  • Always respond to those who contact or engage you. But you can also set aside a specific amount of time to do that each day.
  • Track results and responses to your content. How many blog comments did you get? How many retweets? How many likes? Over time, you'll be able to see trends, and learn what content resonates with people so you can give them more of what they want.
The actual content marketing calendar can be in any format that works for you, whether it's an actual calendar application, or a spreadsheet. Just remember to use it once you've created it. It will take some getting used to, and you may not see results right away, but within a couple of months, or even a few weeks, you'll be on track with a solid content marketing plan, and a good amount of quantifiable data to help you grow your business.
 

Anita Campbell

About the Author: Anita Campbell is the Founder of the Small Business Trends website and CEO of BizSugar, an online community for small business owners.
 
Do you use an editorial calendar for your content marketing? If you've got a resource you love for organizing your content, post it in the comments below!
 
If you need a sample calendar, check out the template in this post.

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