Follow these guidelines when planning topics for your paid, earned, and owned media.
Building a content calendar is a process that must be approached with mindfulness and attention. Mapping out your content ensures the messages meet your audience where they are in the decision cycle, and ensures they have a consistent experience across multiple channels and campaigns.
The Content Marketing Institute recommends getting started by investigating information such as a seasonal cycle, customer behavior, and industry trends and offers these three steps to creating a content calendar:
Look at your sales cycle.
Brainstorm topics and align them to categories.
Set your content calendar.
Along with that advice, healthcare marketers have other considerations when creating a content calendar. This includes ensuring topics are aligned with seasonal health observances and the needs of key stakeholders like physicians, executives, and board members.
Here are three things to keep in mind when developing your editorial calendar.
Match service lines to seasons.
Make sure your physicians and service lines are featured during the months when consumers are most likely to think about or need them. For example, feature your cardiologists during Heart Health Month in February and focus on orthopedics during summer when sports injuries increase.
Avoid walls of text.
Keep your audiences engaged throughout the year—and extend the life of your content—by repurposing pieces to fit multiple channels. This can include articles for your blog, infographics for social media, long-form pieces for your custom publication, and lists for your blog and e-newsletters.
Help your audience take the next step.
Along with considering the content topics and types when creating a content calendar, think about what you want your audience to do after reading each piece and craft appropriate calls to action. Do you want them to sign up for your e-newsletter? Subscribe to your blog? Download a guide? Schedule an appointment? Make sure to associate calls to action with each item on the calendar so you’re able to measure the success of each piece and can optimize your content accordingly.
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