When it comes to content writing and digital marketing, you’ll find a whole host of resources that advice you on how to do it right. Content writing is an intricate art, they’ll say, replete with targeting the correct audience profile and search engine optimisation (SEO) strategies. Almost the same goes for digital marketing, where entire teams are dedicated to understanding how to pitch the content and to which users.
However, have you ever thought about when to pitch your content?
Think about it for a moment. It may well be that you spend generous amounts of money and resources on assembling the best digital marketing team there is. But if you’re pitching the content at the time when your audience is not likely to see it, what is the point? You might as well be shooting in the dark.
This is why you need a marketing calendar – a calendar that tells your team when it is the opportune moment to pitch your content. Think of it as a strategic tool to orchestrate the best possible digital marketing campaign. Pitch it at the right moment – say the right hour of the day or the right day of the week – and you could see a multiple point increase in the targets you pursue, whether they be visits to the website, number of hits on your blog or the number of shares received on the latest infographic posted on social media marketing platforms.
The question now is – how do you construct a marketing calendar? Well, firstly, you have to understand your target profile from the ground up. You have to know everything there is to know about what your users/potential customers like, dislike and expect from a particular product, brand or company.
You also need to know what time of the day the best for the user to connect with your content, what day of the week is the best to pitch them any particular content, and how their preferences vary over days, weeks and even months. You could call it exhaustive profiling, and you’d be correct. And such profiling is always research intensive.
Secondly, it’s important to understand that a content marketing calendar is not just about the target user/audience. It’s also as much about the content writing team. Why? Because a well-constructed content marketing calendar also:
- Gives you a bird’s eye view of the content creation strategy
- Leaves room for assigning duties to individual team members
- Creates a strict publishing schedule so as to help you maintain a consistent online presence
With all its advantages, it’s easy to appreciate the importance of this tool. Therefore do not delay, and get yourself a competent content marketing calendar. We are confident that it will make an enormous difference to your digital marketing objectives.