Before even thinking about creating it, you have to ask yourself why you want to create the content. What do you want to achieve? What are your business goals? Do you want to increase sales? Do you want to attract new customers? Do you want to increase brand awareness? No matter what your goals are, they need to be clearly formulated before you even begin creating a calendar.
- Who are your buyer personas?
Now that you understand what the purpose of your content is, it’s time to define your buyer personas. A buyer persona
is a fictional character, who in fact is representing your “ideal customer” (as HubSpot once said). To create its profile, you need to research your ideal customer in depth and come up with as much information as you can about him. From age to occupation, lifestyle, income, hobbies – nothing is too detailed. Creating buyer personas will help you produce content that will closely resonate with your audience, enable you to speak their language and address their problems.
- Establish categories for your blog
You will probably have more than one category on your blog. If you don’t know what categories to include, start thinking about what stories and topics would relate to your audience. And then, you can easily divide these topics into categories. Categories are a must for a blog, because they make the audience’s search much easier in finding articles related to a certain topic.
- Make a list of Calls to Action
Calls to Action (CTA) are connected to the purpose of your blog. Making a list of CTAs will help you stay more focused on your goals. Of course, you don’t have to copy-paste them into every single article, but rather insert them as subtly as possible, as if they’re a logical part of your story.
Every now and then (every week, once a month, depending upon your strategy), you want to make pitches for future articles. All writers need to contribute to this aspect. Then, the content manager, or whom ever is in charge of blog maintenance will approve the pitches that are a good fit. After this, the writing process can begin.