Fresh, well-written, and relevant content is an integral part of the successful marketing plan of any modern association. Effectively managing content is also essential, however. Content management strategies include releasing the right content at the right time, using content designed to speak to a specific audience, and making certain that you’ve got a healthy supply of appropriate content waiting to be published. A good content calendar can do all that and more, but the first step is creating one that’s tailored to your individual organizational needs and the habits of your members and audience.
Identify Your Audience Base
Chances are that your audience base will be comprised of more than one demographic, but those differing demographics will contain significant overlapping properties. Identify the core groups and let them be the deciding factor in developing your main content themes.
Take Stock of Your Existing Content
Keeping in mind the tried-and-true rule that 80 percent of your content should be informational while the remaining 20 percent is promotional. Organize your content for specific audience target groups and according to which category represents your biggest percent of members and move down until your smallest target group is at the bottom.
Organize and Schedule Your Content by Creating a Simple Spreadsheet
Either Excel or Smartsheet are easy-to-use spreadsheet options that will allow you keep your content at your fingertips. Create a weekly or monthly calendar with the spreadsheet using the audience categories created above.