How To Create Your Social Media Content CalendarReaching Your Food Biz Fans On The Social Web

By Sara Lancaster of The Condiment Marketing Co.

What Is A Content Calendar?

A tool you and your team use to plan content marketing by date and topic. A calendar is a great way to see how the pieces of your marketing strategy play together.

The following pages talk about using a content calendar for social media purposes, but really it should be used for ALL content.

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Why Use A Social Media Content Calendar?

● Saves you time● Makes social media a priority● Ensures promotions go out at right

times ● Look alive and big to retailers,

partners, potential customers● Don’t miss/forget important events● Implement a cohesive strategy● Reach goals!● An easy-to-reference archive● What else?

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Before You Start WritingDo The Groundwork

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Who Is Listening?

What demographic of folks makes up the largest piece of your customer pie?

Come up with a sample persona. When you write content. You are writing for this person. Give them a name...like Jane!

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Where Do You Find Jane Online?

You know WHO you are talking to, but you need to know WHERE to reach her.

● Do a customer survey● PewSocialTrends.org● Trial, test, analytics

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Choose Your Social Media Site Focus

As a small business owner, you need to respect your time and budget. Select 3 social media sites to focus on for now:

● Go where Jane goes● Do what comes easy (Love your

camera phone? Choose Instagram!)● Set goals and follow through (Want

2 more corporate clients this year? Pick LinkedIn!)

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What Is Your Brand Personality?

Personable and friendlySpontaneous and high energy

Modern or high techCutting edge

FunAccessible to all

VS.

Corporate and professionalCareful thinking and planningClassic and traditionalEstablishedSeriousUpscale

Choose terms from either column that apply. Create content that fits.Source: http://www.bigbrandsystem.com/uncover-your-brand-personality-quiz/

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Time To Create Content

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What Are Your Brand Stories?

Brand stories are unique to your business. They promote your product/service and help fans fall in LOVE with YOU. Create recurring content around your stories.

Here’s an example for ABC Sauce Co.:● Italian heritage in the United States● Not all sauce is red sauce● Say “yes” to carbs and bacon!● The family dog IS family

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A Mix Of Social Media Content Types

● Re-shared vs owned● Links vs embedded● Promotional vs informational/entertaining● Scheduled vs real-time● Broadcast vs conversation● Photos, videos, branded images, quotes, memes,

questions, trivia, etc.● What else?

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Brainstorm Content Ideas

Collect ideas in a doc so when it’s time to create content, you’ve got lots to work with. ● What pains and delights your customers? ● What influencers do you want the attention of? Share their content.● What’s trending?● Weekly or monthly themes ● Holidays, events● Recipes, serving ideas● What else?

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Stop. Wait A Minute.

There are hundreds of social media content possibilities! Be selective. Before you give a post the green light, ask yourself…

1. Does Jane care?2. Does it help you reach your goals?3. Does it match your brand personality?4. Does it support one of your brand

stories?5. Do your analytics prove it worked before?

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Set-Up Your Calendar

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Content Calendar Considerations

● Spreadsheets on Google Drive work great, but do what works for you

● Organize content by month, week, and day● Color code to indicate who is responsible for what ● Include social, blog, newsletters, and other content● Use the calendar to make sense of content -- publishing is the

next step● Review and re-configure as you go

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Sample Content Calendar

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Frequently Asked Questions

How often should I post? Long answer: Depends on the site. Pinterest, Google+, and Twitter are about high volume. However, on Facebook, Instagram, and LinkedIn you could annoy your followers. Short answer: Try 3 to 5 times a week.

When should I post?Try a variety of times and see what your followers respond to best. Your analytics will tell you what you need to know.

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Have Questions? Contact Me.

Sara Lancaster, Chief Communicator at The Condiment Marketing Co.

CondimentMarketing.comsara@condimentmarketing.com@saralancaster

Find this presentation and other social media resources on my Pinterest board at http://goo.gl/yqTRIk

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