This year I spent weeks planning a trip to see the eclipse.
I looked at dozens of locations in Pennsylvania, New York, New Hampshire, Vermont, Ohio, and Maine. Considering that the weather will always change as the date approaches, we researched good areas to park and prepared plans for multiple trips.
When the day finally came, we were ready. At 5 a.m., his wife Paulette, son Oliver, and I got in the car with our dog Benjamin (we weren't going to leave him at home!) and began our journey to Vermont.
Even in the last hours things changed. Traffic conditions were harsh. We lost nearly three hours due to traffic, and to make matters worse, the weather was changing. The good news is we were ready. I had us leave 5 hours early and had an alternate destination ready to leave immediately.
Long story short, we went to New Hampshire instead of Vermont, got to witness one of the most amazing things I've ever seen in my life, and met some of my favorite people in the world (and I was able to do it with my dog!
What's the point of that story?
Did you take advantage of the recent April 7th solar eclipse? Did you have some engaging content planned to capture that interest?
Many companies miss out on these great marketing opportunities simply because of a lack of strategic planning. This is where the content his calendar comes in as a secret weapon. As I mentioned in a previous article, a content calendar is more than just a bunch of general posts. This is a comprehensive roadmap for keeping your content relevant, timely, and impactful.
Why a content calendar is important
Think of your content calendar as the conductor of your marketing orchestra. Synchronize everything from dates, topics, platforms, and goals to ensure a harmonious flow of information that resonates with your audience. Here's how a content calendar can help you take advantage of important moments like solar eclipses.
• Plan ahead: A well-organized calendar lets you see upcoming events, holidays, and trends months in advance. Remember Jo-Dan Buick GMC's “Winter Weathered Vehicle” video? This is a perfect example of anticipating seasonal needs. The same goes for solar eclipses. With some advanced planning, we could have created informative videos about the phenomenon, tips for safe viewing, and even some lighthearted eclipse-themed promotion.
• Content consistency: Maintaining a consistent flow of content increases brand awareness and keeps your audience engaged.
A calendar allows you to schedule posts at regular intervals, so you don't have to rush to throw something together at the last minute before a big event.
• Content covered: Calendars allow you to tailor your content to specific dates and platforms. Create captivating solar eclipse photos for Instagram, create educational blog posts for astronomy enthusiasts, or create fun quizzes to test people's eclipse knowledge for Facebook. I could have done that.
• Streamlined workflow: A content calendar acts as a project management tool.Assign and track tasks
Check progress and ensure everything is completed on time.
Imagine having all your eclipse content planned, shot, edited, and scheduled for release well in advance of the event. It's a stress-free scenario.
Build a powerful tool for your content calendar
Ready to unleash the power of your content calendar? Here's a quick guide.
• Collect information: Start by listing important dates related to your business. Include holidays, industry events, product launches, and even solar eclipses.
• Brainstorm content ideas: For each date, brainstorm content that aligns with your overall marketing goals and target audience. In the case of a solar eclipse, it could have been educational, promotional, or even humorous.
• Select your platform: Identify the platforms where your target audience resides. Eclipse content likely thrived on visually-driven platforms like Instagram and YouTube.
• Schedule and Track: Plan and schedule your content in advance. Creating a calendar is easy with free online tools and spreadsheet templates. Track your progress regularly and adjust your strategy as needed.
Invest your time in a content calendar and you'll never miss out on another marketing opportunity. Prepare for everything from seasonal trends to once-in-a-lifetime events like solar eclipses.
Remember, consistency is key. Grab your calendar, make a plan, and watch your content shine.
