I get a lot of calls from people who have seen content I've created for other businesses or liked the aerial videos I've created with my 570 Drone and are looking for something similar.
It's great when they know exactly what they want, but surprisingly, most of the time they don't. They know that video is important and highly effective. They don't know what to say.
I am also guilty of this!
I run a huge video production company, but for the longest time I didn't know how to market myself. I relied almost exclusively on word of mouth and referrals, and still do. But over the last few years, I've discovered an open secret that not only makes marketing myself easier, but also helps me create great content for my clients.
Content calendar.
One of the first things I ask new clients when they come to me looking for videos and photos for social media is, “Do you have a content calendar?” The answer is inevitably “no,” followed by “What is a content calendar?”
What is a content calendar?
A content calendar is at the core of any successful marketing strategy. It's a schedule that businesses and content creators use to track what they share online and plan future content. Here are a few things a content calendar typically includes:
• date
List important dates for publishing content. Holidays, sales, events, and other time-sensitive items.
For example, one of my clients, Jordan Buick GMC, has a great service department that, in the early fall, takes care of important things like winterizing your car, getting snow tires, tune-ups, and even making sure your wiper blades are healthy. We publish videos to remind people about sex. .
• detail
Details about each post, including the topic you want to convey, title, and main idea.
• Status tracking
You can see how far each project is progressing. Still planning, creating, editing, or ready to post?
• Target audience
Who is this content for?
• Platform information:
Where is this content published? (Newspaper, TV, Radio, Instagram, Facebook, TikTok, YouTube)
• Format type
Will this be a video, photo, graphic, blog, infographic, etc?
• the goal
What do you want to achieve with this content? (brand awareness, engagement, sales, etc.)
• Responsible person
Who is responsible for creating, editing, and submitting each work?
It's not just what you publish, but also when and how you publish it. A content calendar is an important tool to ensure your messaging is on time and aligned with your overall business and marketing strategy. It helps you create a consistent message and tell your story more effectively.
Finally, a content calendar allows you to plan far in advance and greatly improves the quality of your content.
To be honest, time passes quickly. How many times have we posted a generic text-only “Happy Thanksgiving” or “Merry Christmas” on social because the holidays are approaching and we didn't have time to create something unique? Everyone promises to do better next year. Now is a chance!
this week's homework
Get out your calendar, grab some paper and a pencil, and write down some important dates.
At first, focus on low-hanging fruit, holidays, business anniversaries, etc., then start thinking about what's seasonal for your business. Do you have a restaurant that caters for you? What are the annual events that people want catered for, such as graduation parties, Super Bowl parties, and weddings? When do those events typically happen? Write it all down and create a content calendar to guide your marketing strategy. Let's get started.
As always, I'm here to help. If you have any questions or comments, please email us. You can also answer them in this column.
Please contact jon@diamondcitystudios.com.
