3 Tips for Putting Your Content Calendar Online

So today, we’re going to talk about three tips for putting your content. Calendar online use one calendar for everything all too often work with an organizational. I have one document that has their fundraising events and then an Excel spreadsheet for ads and PR, and what I usually recommend is use one calendar for everything. I often recommend google calendar for organizations that are just starting out. Google calendar is very, very flexible great for organizations that are just starting out and developing their process and, of course, there are other tools that you can look at as well. So what should you include in your calendar, external events that are important to the communities so, for example, holidays milestone, commemorative events, so, for example, October is Breast Cancer Awareness Month? That’S a big deal for breast cancer organizations, internal events, so internal events would be volunteer. Recognition. Events, galas walkathons, fundraisers and so forth promotions, any sort of promotion that you’re doing ads both online and offline direct mail. When are people receiving direct mail piece right, they might receive email as well, probably there’s a huge overlap. The second tip is to decide who needs access to the calendar and there’s two different types of access. There’S editing, so some people will be editing. The calendar and other people will just want to view the calendar right so, for example, an executive director you may want to have that person just view the calendar so that they can have that bird’s eye view, where’s a manager level or maybe a communications director. They might want to have access to edit some of the topics and some of the items that are in the content calendar right so who needs access. The actual people who you’re going to give access to along with this, i’m going to add, have a regular meeting. You know once a week, if you can a beginning of the week to sit down and go through the calendar and talked with people. What are the goals for this week? What are we trying to achieve? Is there anything we need to talk about other any conflicts. Does anybody have any great ideas to help our content or to communicate with our supporters right? So I have that weekly meeting I would recommend weekly actually doesn’t have to be a really long meeting, but once you have this calendar, you have one place that documents everything and you can unify with all the other folks in the organization. Ok, so the third tip is to plan repurposing into your editorial calendar, ok, and so what is content? Repurposing? Many of you probably already know this, but basically it’s taking an existing or planned piece of content and adapting it for various platforms and formats like email, Twitter and so forth. All right, so the reason why this is really important is because you have limited time. Ok, you have limited time and it also helps you focus on the story rather than the content itself and I’ll get to that in just a second. But let me show you just a couple of examples here. So one example, is you spend a lot of time? Writing a blog post right so that blog post takes a lot of sweat and thought and consideration, and also research that you’re putting into that blog post. So a lot of that material can be used for Twitter pictures. You can post on Pinterest or Instagram Facebook updates you’re going to basically pull all of that content out of that blog post and also for the email newsletter right. Another one is video, so if you spend the time and the resources to create video, you can take the video and transcribe and have the audio transcribed and produce a couple of blog posts or a few facebook updates or your email newsletter. The benefit is really again. You have limited time you have to worry about appealing to different audiences and you will create a message. Consistency message: consistency across all the platforms right. So how does this work in practice so for planning repurposing in your editorial calendar start with this story? You don’t want to start with the content itself. You want to start with the story or the idea. You want to start 30 days in advance with the key story that you really is going to propel people and get them to take the action that you want them to take. Okay, you develop your story outline right. So, what’s the outline of the story, the important elements of that story and decide the best format for that story, so it might be a video if your audience is into video and you’re used to creating video, then great video is going to be the best format For that story, or blog post blog post is another one, sorry about the radiator in the background on, if you can hear that, but it’s this kind of high-pitched radiator sound, that’s that’s minute anyway, so radiator ah and then start with the piece of content that requires The most resources right so typically that’s going to be a video or a blog post or a newsletter. So we start with that and then as we’re writing it and as we’re researching it we’re collecting all the various different snippets of content for other platforms like Facebook, Twitter and so forth, and this way by the time you’re done with the blog post, you’ve already got You’Ve already have you know, 10 or 12 tweets and maybe three or four different facebook updates that are ready to go right when you hit publish in for your blog post right. So then you can simply repurpose a lot of the content. That’S actually inside the blog post leading people once they you know they see that on Twitter, they click on the link. Of course, they go back to the blog post. That’S going to drive a lot more traffic, okay and then the last piece here is the free template that I have for you guys. You can actually just click on the link here in the slide. So once you download the slides, there’s going to be a link right here and basically it’s a it’s a Google document and you can download this to your desktop and then upload it or simply copy it over to your own google document account and then it had The format is fairly straightforward. A lot of my clients are using this and they love it. Absolutely love it, but basically the the format is there’s months so january-february March I’ve started you off with and you could simply copy the worksheets and when you have obviously April through december. So this is all of 2016 and for each month, you’re going to focus on important questions who, what are you trying to achieve? What’S the big deal in this month? What’S the big event, what’s our goal, who are you engaging with this month board members previous participants, segments affiliates? These are just examples here and then how will you track success now, as we go over to the right, we can see that each channel, if you like, is, is covered so there’s email, social media, direct mail, eat your website, blog post, PR and so forth. So you have to scroll over to the right in the spreadsheet and you’ll see all of these different channels, and then we have the content itself or maybe notes about the content, the owner who’s who’s responsible. For that piece of content, the status is it done? Is it in progress and what’s the publication date now, once you have all this information in here? Of course, you can manage it a lot more easily right, so many people have access to it and you can meet regularly and update this and make sure everybody is on track. But the point of the this template is actually to make sure that you’re all your content throughout the month throughout each month is actually focusing on your objectives and the audience that you’re trying to reach with your content. Ok, so that is the last point here.

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