Finalizing your Digital Strategy is a significant milestone for your business. Once you’ ll know what to do in terms of digital tactics, the next step is going to be how to implement them on a timeline aligned with your customer personas and journeys. Since customer personas and journeys are other big topics, I will leave it to discuss them in other articles and will focus on digital content and service calendars in this post.
Planning your digital content and services starting from your marketing objectives and then linking them to customer personas, and finally aligning with customer journeys are the key steps needs to be taken. But, it is not the end of finalizing your digital marketing journey, you still need to complete one last step which is also a critical one, “digital content and service calendars”.
Digital content and service calendars are not just being created for editorial purpose, they are actually the reflections of your digital touch points with your customers on a timeline. And, through such a comprehensive planning approach, you can ensure that there will be no overlap on communicating your key messages to your customers.
This is an important point as each day there are hundreds of messages are being shared with your customers and you should be able to differentiate your activities with right frequency, more precise targeting and with right messages shared through right channels. Creating content and service calendars will help you to ensure delivering the correct messages to your targeted customers on correct timing without an overlap on communicating your key messages.
You may even apply the similar principle for your social media usage and test this approach. Sharing through social media with some planning in terms of timing of the posts (day, time, … etc. details) can make difference in terms of the number of impressions you can get. Continuously bombarding your contacts with messages is really not a good user experience and the same is valid for your digital marketing strategy and communicating your key messages.
Another benefit of content and service calendars is allowing your creative Teams to able to plan their resources and activities better. If you can provide your content and service calendars to the creative Teams as early as possible (preferably around beginning of your annual cycle or even before), they can organize themselves better and put enough resourcing to support your digital activities. This approach can be even more critical in some industries like Pharma where you also need to spend significant amount of time for Medical, Legal and Regulatory approvals for your digital content and services to align with local regulations. With digital content and service calendars in place, you can also give early heads up to such regulations related groups to review and approve the content on time before publishing it.