When determining your content planning, you will want to take into account what is going on among your target groups: the ‘top topicals’. Nice idea, but where do you start?
Tackling the latest events and planning content seems to be a contradiction, but that is not necessary. After all, many 'events' can be predicted. They occur every year (such as holidays) or are known well in advance (such as the start of the Olympics).
Wouldn't it be nice if someone could draw up a list of some inspiring calendars? Aha!
Ultimate Social Media Calendar by Hubspot
National Day Calendar
Bizarre, silly, crazy, goofy and dumb daily calendar by Brownielocks and the 3 Bears
Drawing up your content calendar, months in advance does not necessarily mean that those subjects are carved in stone. In any case, it provides a foundation, and allows you to prepare and publish your content in a structured way.
If a little bird whispers a better idea into your ear, or if an event leads to a nice angle to bring your product or service to the attention, you have to adjust the original planning. But if inspiration is lacking, you can always fall back on your original plan, which is built around top topicals.
It is important to think carefully about your target groups. Drawing up personas is always a good idea. By empathising with the world of your model customers, by questioning them or even involving them in your planning and creation process, you discover what keeps them awake or makes them happy.
Also look at your commercial heydays. In retail, there are a number of peak moments that you want to work towards with your content plan so that all communication helps to make it a commercial success.
Create a list per target group (and take the region into account):
If you're doing this for the first time, feel free to peek at the Facebook page of a company from your sector to find out what they covered in a year.
The challenge will be to not only create your content calendar, but also to share it with your colleagues and content partners, and to execute it. A digital marketing planner like Husky can certainly help you with that.