First of all, credible content planning starts with identifying one’s own business objectives, the pole star of any marketing action.
Second, I must make clear to myself who my message is directed at.
Finally, I have to ask myself what format comes most naturally to me and my team: text, photo, video, or what?
With these preliminary answers, I can start drafting a content calendar.
A content calendar is the rigorous organisation of your future shared content, divided by objectives, channels, themes and calls to action.
I must be careful though, it’s a guide, not a cage.
Many companies believe that their core business should inform all their communications.
On the contrary, their expertise is only useful if it can provide value, in the form of media content, to their followers.