Content Planner • March 2019
For several years now, creating and curating content has been a part of any marketer’s everyday life. While it is true the amount of content floating around cyberspace has exponentially grown since the inception of the internet, many businesses are experiencing creative slumps in either not knowing what to post or falling into the trap of over-posting.
Keep It Simple
Despite the ebb and flow of advice from industry leaders, a few recommendations remain steadfast:
TBH (or “To Be Honest”), the future of digital marketing will come in the form of things like voice assist, AI, Kardashians, and virtual reality. Assuming your small or medium business doesn’t have a drastic need or budget geared towards those items, the next best thing is to nail the basics.
As efficiently as possible.
There are no shortcuts to building a team each season. You build the foundation, brick by brick. – Bill Belichick
Here are 5 parts of our process.
1. Monthly Planner
Every business has various campaigns that are the “big deals”. New product launching, new location coming, awards won, seasonal sales, etc. The big deal items get special treatment. Ad dollars are spent, press releases are sent, and social posts are scheduled accordingly. But what about the rest of the time… the majority of the time? Sure, you can drown your followers with every possible semi-relevant piece of content but we propose a different strategy.
Keep this monthly planner in front of you when you plan your social posts for the month (or week, whatever works for you) and have at least some construct of a plan in place. You may be ready to go for Valentine’s Day – but don’t let Susan B. Anthony Day sneak up on you on the 15th! Or (one of my favorite days) Random Acts of Kindness Day on the 17th! Of course, #Love is trending, when is it not, but so is the Super Bowl and Tidying Up. Don’t let March Madness or Spring Cleaning go by while thinking “Dang, I had a great post for that…” and when you’re staring at your Facebook feed on the second workday of the week, maybe time to post a #TipTuesday or #TestimonialTuesday.
TIP: At the bottom of this post is the link to download our February calendar.
2. Feedly, Subscriptions, or And One.
Stay in the know. Stay relevant. Track trends. Feedly is an excellent tool to track industry and topical news. Bookmark or save any links worth sharing and before you know it, a pool of content is at your fingertips. Subscribe to any and all industry news but if an article isn’t time sensitive, maybe save it for a rainy day (#TipTuesday perhaps?)
In addition to staying in the know with your own industry, be aware of marketing trends that are out there. If you have a web store, ensure it integrates with your Facebook and Instagram. Have an automated email go out to customers a week or month after purchase to follow up. If you do not know where to start, partner with a company like And One. Our most basic, cost-effective package serves this consultancy purpose.
3. Hashtags in your Notes
Or somewhere in the cloud, you can access on every device. Instagram allows 30 hashtags, Facebook and Linkedin require more specificity; however, tagging your content is just as important as posting it if the content is intended for a larger audience. Hashtags are how users who are not your current followers find you online. And because it is annoying and/or difficult to think of 30 hashtags on the spot, keep various sets of hashtags in your Notes so you are ready to go. Copy and paste a bulk 20 and then fill in the remaining 10.
4. Credentials Cheat Sheet
Into our (secure) file folder she goes. A full list of social accounts, emails associated, domains, host providers, encrypted passwords, and account specific notes. Having to dig up which account is where with whom is the least productive use of any marketer’s time. It will happen but fortune favors the prepared. Having a spreadsheet with the name of the individual on the account, the email address associated, username, encrypted password, any account ID or numbers associated and the website and contact information of customer service for the accounts, saves more time than people will ever know.
I challenge you to find Instagram for Business, Verizon Fios, and GoDaddy’s (correct) customer service number/email within 15 minutes. **One of the many reasons we recommend SiteGround over GoDaddy!**
5.Brand Guidelines (Condensed)
Another fantastic sheet that is created the day a client signs on with And One. We know marketing companies provide 20-page books on Brand Guidelines (we do it too) but that is not helpful when trying to create a post in 30 seconds or 20 posts at once and simply need to know the Hex Color Code for your blue. On our client contact sheet, we include the standard customer items as well as information like social handles, fonts, taglines, and (RGB/Hex) color codes. Fonts, colors, logos are all saved in our Adobe library but having the information accessible and easy to find proves helpful in various but consistent ways.
At And One Marketing, we manage many clients’ social accounts and we use the 5 “hacks” above for each of them. We set up this system as part of our Onboarding process. At our company, we set up an identical hard copy and digital file folders that include the above information. While computers are much more efficient at storing the information, bringing hard copies to meetings or being able to quickdraw has also proved timesaving.
The process outlined above may not bring the same thrill crafting campaigns or throwing grand openings may, but it does serve as the foundation, brick by brick.
Price is what you pay. Value is what you get. – Warren Buffett