Challenge 3

Which content should I produce, and when?

Although you need to create enough content, the quality of the content is still paramount. That means you will need content for each of your buyer personas for each phase of the funnel, and in different languages. This might result in you linking some of the content to a promotional campaign. In that case, all content also needs to be internally consistent and adapted to the different communication channels. Meanwhile, all the stakeholders want to know when specific content pieces will be appearing. You may well have creative team members who can conjure ideas in a chaotic situation, but that is less useful if you want to create structure to enable efficient team collaborations.

To do that, you create a content calendar. In it, everyone can instantly see which content will appear when and on which channel.

In the initial phase, this kind of content calendar usually starts life as an Excel or Word document. But because several people need access, a switch is swiftly made to other tools, such as Google Sheets, Trello or Asana. They give everyone immediate access and you can maintain oversight.

But things really start to get complex when your boss asks for the status of a particular blog post or social media post. Or when you look at the calendar and need to have instant access to the content item in question. Or when your colleague asks you for the status of all the content you have planned for next month. Or if you want to know what content you have created for your different buyer personas in the awareness phase. You can’t do that with tools like Google Sheets, Trello or Asana.

So, despite all the tools and effort, sooner or later chaos gets a stranglehold on the content calendar. At that point, specialised content marketing software like ContentRockr can come in handy.

The takeaways:

  • A content calendar gives you a good oversight and insight into content;
  • You will need to be able to share your calendar with all stakeholders;
  • Getting everything into just one calendar is not always possible unless you use purpose-built software;
  • Specialised software helps you filter and share (content and workflows) rapidly.