The thought of engaging in content marketing can seem like a daunting task, especially when you have multiple social media accounts to manage or multiple events to promote or both! How can you promote your event without becoming spammy? How can you get attendees to view your social media outlets as engaging and useful? How can you be expected to find and share interesting and informative content when you’ve got hundreds of other things to do before, during, and after your event? How can you gain new followers while also maintaining the interest of the followers that you already have?
Luckily, the answers to these questions (and many others) lies in the creation and use of a content calendar. A content calendar is a content marketer’s best friend and it can help you find, organize, and share content with your audience in order to gain new followers, engage attendees, and promote your event.
Here are a few simple tips to help you create a content calendar of your own…
Collect and Curate your Content
The collection and curation of content is not just the first step in the content marketing process, it’s the most crucial. Everything you share on social media is a reflection on you and your event so make sure you’re sharing quality content. When collecting content to share, you can ensure its quality by asking yourself, “Is this relevant to my audience?” and “Is this interesting and informative?” If the content you’re sharing isn’t relevant, interesting, or informative, your audience probably won’t be interested in seeing it.
You can find content by using aggregation tools that allow you to search for blog posts, articles, and videos using keywords specific to your audience, industry, or event.
Determine the Best times to Post
Social media might be on 24/7 but that doesn’t mean your audience is. It doesn’t make sense to post when no one is online to see what you’re sharing. Timing is everything and can mean the difference between a lot of clickthroughs and engagement or the sound of crickets in an empty auditorium. A lot of surveys have been conducted over the past few years in order to determine when content is most likely to be seen on each social network. For example, the Social Intelligence Report from Adobe showed researchers that the best day to post on Facebook is on Fridays. There are also a handful of tools that can help you find out when your users are most likely to be online. Knowing when your users are most active online gives you the opportunity to schedule your most important posts around peak times.
Use a Scheduler
Any content marketer will tell you that when it comes to managing multiple social media accounts, each with different posting schedules, it can be easy to feel chained to your computer all day. Luckily, there are scheduling tools such as Buffer, SproutSocial, and Hootsuite that you can use to automate your social media posting. Once you’ve figured out a posting schedule for each of your social media accounts, you can simply setup your posts ahead of time and leave your scheduler to do the rest for you.
Consistency is Key
One of the best ways to gain and keep your followers is by maintaining consistency. If you post five posts everyday and then go on vacation and leave your social accounts silent, you followers will take notice. If you’re using a scheduler, you no longer have any excuses when it comes to losing followers due to radio silence. Use your editorial calendar and scheduling tool of choice to keep your followers coming back to your social media feed to see what’s new.
At the outset, the idea of creating a content calendar might sound like it’s more work than it’s worth but you’ll quickly find that it can be a life-saver when you’ve run out of things to say, need to keep your followers’ interest piqued, or just want to be more organized with your social media activities.
Dahlia El Gazzar is CEO, founder and editor of The Meeting Pool, a leading source for event technology news, information and intel for busy event professionals.