Frame Content Around Company Themes
When creating a content calendar, I like to always start by looking into the frameworks and goals that the company or team has set up. For example, maybe the company wants to really push three themes for the year: data and insights, innovation, and security. Under each of these themes, I would line up the specific product and service offerings that the company offers. So, for example, under data and insights, a company might have data warehousing, AI tools, and analytics. I would think about how each of these would differ by segment or industry and craft content and events that would target my audiences in these areas.
Thinking about things through these sorts of frameworks helps to bring clarity to your goals and makes it easy to pick which KPIs you need to track for each as well. Particularly advanced companies will take it a step further and tailor the content via account-based marketing strategies so that you have a customized approach for each one of your key clients.
One extra tip: If you attach your key themes to the calendar directly, announcing that Q2 is for the innovation theme, for example, it greatly simplifies your stakeholder management. It allows you to compartmentalize the projects and themes you’re working with and give people clear timelines on when they will be covered.
Check out the full article at MarketerFocus.com