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Content strategy checklist Understanding your brand’s identity is an important first step to deciding on the content you should source or create. The answers to the following questions will inform your brand guidelines, which in turn influence your content strategy. 1. What is your brand positioning and voice? 2. What issues are important to your brand? 3. How do external parties refer to your brand, such as the media, industry experts, etc? 4. What is your community interested in when they aren’t talking about your brand or directly to you? 5. Historical performance: What content has worked and what hasn’t? 6. Search behavior: What do people search for when they are looking for your brand’s products and services? Why do I need a content calendar? Planning, creating, and publishing content can be stressful and difficult to maintain if you aren’t organized. We recommend creating a content calendar that brings all the necessary information into one easily accessible place. You will then be able to see everything at a glance—channels, authors, content types, topics, dates—and allocate resources accordingly. Once your calendar is in place and is being used for a period of time, you’ll be able to: See what content connects with your audience, and what is missing the mark, so you can adjust future plans for best results. Keep your contributors busy, but not overwhelmed. Resource allocation can be a real challenge, and a good content calendar will take the guesswork out of assigning tasks to the right people at the right times. How to develop a content calendar Decide on dates, times, author, audience for blog posts and social content. Tie your content calendar closely to your business goals. For example, if your LinkedIn account is meant to drive leads, focus on lead generation content. Create a content matrix that defines what percentage of your content is allocated to different types of posts. Consider breaking it down like this example, but using your own content types and overall social media strategy goals: 50% of content links back to the blog 25% curated from another source 20% drives content related to your business 5% is related to HR and company culture Download our editorial calendar template Excel THE ALL-IN-ONE SOCIAL MEDIA STRATEGY WORKBOOK 15PDF Image | All-in-One Social Media Strategy Workbook
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