This is a guest post from James Raglan.
Good SEO practice isn’t just about knowing what to sell and how to sell it; it’s also about knowing when to sell it. One study, overseen by Weber Shandwick’s president of digital communications, found, ‘There is a disconnect between theory and reality when it comes to socialising a brand … leaders need a blueprint.” This disconnect is never so apparent as when we can see brand marketing operating at the wrong time, particularly if it is well before or just after the event.
Since social media is and will be of such vital importance to future digital marketing, social media strategists who are experienced at predicting the fluctuations of social media network trends are vital for the coordination of optimally timed digital marketing. In-house optimisations can also be performed by re-evaluating the way your business produces and publishes content in order to produce a blueprint – as mentioned above – for future all future content management.
What is a Content Calendar?
A content calendar is a calendar, digital or otherwise, which will allow you to plan the publishing of your content in advance – a blueprint of sorts. At its essence it’s an organisational device, useful for increasing the quantity of your posts and optimising the time of their release. Additionally, planning your content in advance will increase its quality and create more advertising opportunities for your business. A content calendar can be as simple or as complicated as you wish and can be utilised by one or many users, depending on the size and types of your needs.
The Benefits of Using a Content Calendar
From an SEO standpoint, creating a calendar for your content can be hugely beneficial. Because of the time delay between producing content and ranking for it, an SEO content calendar will allow for this delay and remind you to produce content well in advance of when you will need it. SEO content calendars are also able to assist in the recycling of old content and help you utilise the successes (or not) of your previous campaigns when planning your next.
Why Should we Schedule Blog Posts?
If you write blog posts and your output is already fairly consistent, you may be asking yourself how a content calendar could possibly benefit you. But there are tips and tricks for optimising content production which can give even consistent bloggers the opportunity to precisely optimise their content release.
Research has shown that there the best times to publish content can be measured down to the hour, depending on what type of content you have and where you want to put it. Blog posts are best shared on a Thursday, Twitter content should go out at 3pm on a Wednesday and Facebook users may find that their posts only have a 3.2 hour shelf life before disappearing.
So, in short, a content calendar is a great way to keep track of marketing windows that you may not even have been aware of, and to capitalise upon the potential of your content by producing it specifically to fit these windows, for maximum visibility.
James Raglan works for the WebMarketing Group, a specialist SEO company based in Harrogate, UK