Content creation is most productive when there’s a plan in place. When I’m creating a content strategy, I like to think not only about the target audiences we are trying to reach and goals we are trying to acheive, but also whether the topic mix we’re offering is engaging, cohesive, and makes sense together. Here are a few elements to consider:
Does each post speak to a reader interest or pain point
To make posts meaningful, ensure that each passes the test of being an issue that the reader will truly care about. If the post is for a school, the content should be mostly about their children, not teaching methods – they’re interested in the approach, but moreso in the results
Are the posts differentiated enough to rally interest each time?
While posts should be unified by theme or goal, you will also want to make sure there’s enough variety that your reader doesn’t feel like she’s consuming the same thing. I like to run my content calendar against a variety of posts types, for instance considering whether you have one that’s might explain something in the organization or industry, another that celebrates a key player on your team, another that offers form variety as a Q&A
Do the posts make logical sense in terms of timing through the year?
Yes, it’s a cliche to have a post about curriculum at the start of the school year, but that’s likely when parents will be most interested in the topic, so why not match that interest. January can be ideal to talk about future planning, and a quieter month like – when’s a quieter month – can be a good time for an evergreen profile on a role that is essential but doesn’t get enough attention.
