You already know you need a content calendar for your telecom marketing initiatives. You have a calendar for everything else in life, why not one that precisely organizes your blogs, white papers, case studies, and even emails and social posts? It’s just daunting to try to think about which kind of calendar, how to organize it, and then actually setting it up.
Or maybe you already have a calendar and it ain’t workin’ for ya. Is it ugly? Do you dread opening it? Does it make your vision blur and/or give you anxiety?
There are tons of ways to go about creating content calendars for telecom marketing. But the first step to figuring out which calendar strategy is for you is to start with your primary need. Check out these types of calendars by content need.
Do you need content for events?
A content calendar doesn’t just help you figure out what you need to print out and take with you before a show. It helps you create content before and after the event so you can:
- Pique interest in your pending presence
- Let folks know if you’ll be speaking or conducting an event within the show
- Drum up excitement for the event
- Plan follow-up pieces to keep the conversation going
One of the trickiest parts of planning event content is keeping the timing right. It’s difficult to remember that you probably need your post-event content nearly ready to go before showtime so that you can fill in the details immediately after the event and make sure you publish or send out the piece while it’s still relevant.
Are you targeting multiple buyer personas?
If you’re at the point in your marketing where you know who your buyer personas are, and you want to make sure your content is reaching specific personas, then this calendar format is for you.
A content calendar that indicates which content targets which buyer persona helps you balance who you are reaching with your marketing. If you have 3 personas that you want to reach equally, you can plan for a balance of content. If one of your personas is a much higher priority to target than others, then you can go heavy on content for that profile.
There are many ways to organize your content for buyer personas. The below format is organized by month. Alternatively, you could take the event calendar format mentioned above, remove the “event date” column, and simply replace the events with personas.
As with all of these options, you can — and should — customize the calendar to fit your needs. Here at Mojo, we’ve been upping our keyword game lately to get that Google juice, so we’ve got a place to focus on keywords in this persona-based calendar. (If you’re super focused on keywords, skip to calendar #5!)
Are you running multiple campaigns?
If you have a few campaigns going at all times — with multiple moving parts — then this is your template. (By the way, this “campaign planner” spreadsheet is available in our free downloadable marketing plan template!)
This format is almost identical to the buyer persona format, but it is organized by campaign instead of time, and isn’t focused on keywords.
Do you write for news outlets or contribute to external publications?
If you are gearing up your thought leadership and submitting articles to news publications, you’ve got a lot on your plate outside of regular telecom marketing. Keeping track of pieces you (or other thought leaders) need for PR purposes or syndications can be chaotic.
Deadlines, editors, requirements, and more can always change, especially when you’re working with a news outlet that has so many moving parts you do not control. This style of calendar is more editorial, and is customizable for keeping track of the variables that are part of submitting to news outlets:
The structure of this format is designed to keep “in progress” pieces top of mind while completed pieces get further out of sight. You’ll also want to make it easy for yourself to have the contacts at various news outlets available quickly.
Are you laser-focused on SEO?
If keywords are your priority, consider a calendar that lists content by keyword. You will be able to easily view how much content you have planned for that specific keyword. The “Link Back to?” column can list pages on your website or other web pages that are geared for that specific keyword.
It is important to have a “headline” column so that you can be sure that your headline includes your keyword.
Consider customizing more columns If you need secondary keywords or long tail keywords.
Of course, these are only a few of the many ways you can organize your editorial life for telecom marketing. And we have many more examples of ways to organize everything from email campaigns, to reporting, to social media initiatives. Shoot us a line today if you want to get in on the organization party, or download our free marketing template here to get a head start.