How to Use Content Calendars to Win the Content Game

I recently attended a great webinar by Melissa Harrison, Allee Creative, LLC that I wanted to share on this blog concerning winning the content game.

If you’re responsible for delivering content for your chamber, you’ll definitely want to access the slide deck for templates and examples of her discussion.

The following comments are based on my notes and I want to focus on three of the five areas of her presentation, creating one sheets, content calendar’s and third-party resources.

One Sheets

Create a calendar for each month to track holidays, etc., speaking engagements, blog posts going live or other campaigns and industry topics for the month.  In addition, source future ideas from staff for future content (think of it as a call for content).

Her slide deck has an example of an actual One Sheet of a fictional entity.  Create One Sheets for all 12 months of the year and add as needed throughout the year.

Content Calendar Templates

This is where you actually plan each action on a schedule.  I’ve always said it’s important to be consistent in your schedules for posting content in your different platforms where you’re posting your content for your members.

Again, the slide deck has templates for content calendars for your blog, email marketing and social media actions.  These templates go into great detail on tracking your content and actions depending on the channel you’re in (Facebook, Twitter, Instagram, etc).  Great examples!

Third-party Resources

While she talked about many resources (which are included on the slide deck), I wanted to focus on three she mentioned, since they’re free.  I love free!

She said Pexel and Pixaby are two sites you can go to for free photos for your website.  She also mentioned Canva as a great tool for creating images to showcase you content.

You can access her slide deck HERE.

Good luck in winning the content game!

Using Content Marketing to Recruit Members

Are you trading content for contacts?

This is what content marketing is all about.  You provide a white paper, epub, etc. but they must give you their contact info (opt in) to your reaching out in the future.

Don't forget to use referrals from current members as a way to gain additional prospects and hopefully members.

Are you using online advertising on Facebook, Twitter, and LinkedIn to reach lapsed members who may still be following you?

There are tools out there that will tag a person who has visited your website and then they can get an ad on your organization when they visit Facebook, Twitter and LinkedIn on their next visit.  This is what sponsored ads are all about.

Or what about Lightbox Popups to capture more emails?  Learn more about that HERE from the folks at optinmonster.com.

I've heard many people talk about the copywriting SOS's.  Keep it:

• Short - conversational
• Organized - clear and compelling with a call to action
• Skimmable - use white space, bullets or think digestible

At the end of the day, what's the offer?  That is the key for you to define and communicate using the above SOS copywriting strategy.

Never forget, it's all about the offer (call to action)!  And never forget to offer multiple ways to join.

Do you use deadlines as a tool for your prospective members to take action?  I've heard it before, time is a killer.

Test, test, test what channel works best for you and then focus on that channel to recruit and retain your small business members.

A final piece of advice from the experts in the field, you've got to get away from one message fits all.

For a great resource on one of my content marketing favorite websites go HERE.

Good luck!

Content Marketing

Some say that Joe Pulizzi is the father of content marketing.

Joe is the founder of Content Marketing Institute and for more information on CMI go HERE.

I recently attended a session of his and came away with the following observations.

Where did it begin?

• Website = infinite storage.
• Social Media
• Corporate stuff and customer stuff (circles)
• Content stuff and customer stuff (circles)
• Corporate stuff/content stuff/customer stuff

You must be consistent with your content marketing (i.e., regular posts). Did you know that 85% of blogs have 5 or less posts.

The five elements of building a presence on the web.

1. Sales, Saving, Sunshine (create a why for each social media channel):

• Sales - Copyblogger gives content to get sales
• Saving - en.jyskebank created a TV station
• Sunshine - John Deere created a magazine The Furrow - largest distributor of agricultural content - new customers

2. Create a content marketing mission statement:

• Help X save time, answer questions - you fill in the blank.
• Template - core target audience, what will be delivered, and the outcome for the audience
• Create a mission statement
• Define your audience
• Deliver the goods
• What is the outcome you want?

3. Don't build your content ship on rented land:

• Facebook - pay to play - only 5% see your posts.
• Joe is a big fan of LinkedIn
• Focus on subscribers as a key metric (building an audience)
• What's the difference between those who subscribe to my content and those that don't?

4. Leverage influencers, then build an audience:

• OPC - other peoples content
• 4:1:1 OPC, ebook, sales tweet
• Slideshare owned by LinkedIn

5. Open up your wallet:

• Build vs buy - you can build your own or buy it
• Buy an influencer

Another great book I read on the subject matter is The Laptop Millionaire. The one thing that was repeated over and over is that subscribers are key to your success.  Get peoples emails - emails are the key.

Until next time!