When every post sounds the same, audiences tune out. As you plan your content calendar for the new year, consider variety. You may have weekly posts scheduled across multiple platform, but it itβs always the same announcement format, then it gets a little rote. Becomes background noise.
While the new announcement might be the obvious post, think beyond it to mix up your content offering. Donβt let your corporate blogs read like a string of press releases.
At the same time, too much variety can make you seem scattered. Content calendars that swing wildly with industry news one day and personal stories lack coherence that will make your audience struggle to sense what comes next. Nothing builds on what came before.
πͺπ΅π ππΌπ π»π²π²π± π―πΌππ΅ variety and unity
Unity means your audience recognizes your voice and knows what you stand for. Variety means they stay engaged because you’re not repetitive. A strategic content calendar balances both.
This isn’t just about keeping things interesting. The practical benefits include better engagement metrics, stronger brand recognition and easier content creation. When you have a framework, you’re not starting from scratch every time.
A couple of approaches may help. One is theme-based planning, where you might focus first quarter posts on new ideas, Q2 on community building and so on. While post topics can vary, they all relate back to the theme, and this gives it the consistency.
Content types can also be useful. I work with one client where I structure her posts as being one of four type: educational, business builders, industry news and lighter fare. We try to vary these by month. For larger organizations, voice variety can help, with content that features your subject matter experts, leadership and community members.
Colour coding for the win
To make your mix even more visual, try colour coding your content types (this can be especially useful for sharing with the wider team, where the visual makes the content types easier to see). If you see one month is lacking a certain type of post, youβll know to add it.
What does your content calendar reveal about your unity-variety balance?
I also share these blog posts on LinkedIn β visit https://www.linkedin.com/in/sbowness/ to connect with me there. Or hire me to help you develop strategic content calendars!
