Did you know that 69% of the most successful B2B marketers have a content marketing strategy?
If you don’t have a content marketing strategy in place for your technology company, it’s too easy to fall into creating content on an ad hoc basis, which leads to poorer quality results. Instead of trying to come up with new ideas as you go along, it’s important to take the time to create a content marketing calendar.
By creating a content marketing calendar, you’ll be able to stay organized and consistently publish content. A content marketing calendar also helps you achieve a balance between trending and evergreen content to improve your SEO and rank high on Google SERP.
Continue reading for some valuable tips on how to create a content marketing calendar for your technology brand.
What is a Content Marketing Calendar?
Like the name suggests, a content marketing calendar is a way to plan, organise, and schedule specific pieces of content that your technology company will produce for your audience during a given period.
Having a content calendar makes it easier for your marketing team to keep track of everything you need to create, as well as when and where it should be posted.
Creating a Content Calendar
A content marketing editorial works a little like a regular calendar. You create summaries of each post you want to publish and add the date you want to publish. Each post summary in your content marketing calendar should have:
A proposed title
An article snapshot
The due date
To make your calendar more specific and save yourself from jumping between browser tabs you can also add word counts, target audience, and examples for inspiration.
Create Customer Avatars for Better Content
A customer avatar is essentially a profile of your target customers. If your brand targets several sectors, we recommend that you create at least one customer avatar per sector.
For technology companies, especially, it’s a good idea to create avatars for each person involved in the buying process. For example, you may work directly with a developer, but they may need to get sign-off from a Head of Technology or Transformation.
Start by asking yourself who your ideal customer is. Determine their age, gender, location, goals, pain points (what problems can you solve for them?), education and income.
Here are some questions you can ask yourself when creating your customer avatars:
What sort of information do they need to know before speaking to someone in your company?
What search terms are they using to find technology products or solutions like yours?
Where do they already spend their time online?
What followers/publications/platforms do they engage regularly with?
Are they non-technical or technology experts?
How much do they already understand about your technology solution?
Customer avatars help you understand the ideas and topics your audience wants as well as the level of complexity required. With these insights, you’ll be able to create laser sharp messaging and deliver truly meaningful content.
Finding Ideas for Your Technology Company
Once you’ve created your customer avatar you can shift your focus to creating your content. Here are some tips on how to create content and find inspiration:
Take a look into your business and ask yourself why you’re creating content in the first place.
Is there a goal or pain point that you are trying to solve?
Identify who you’re trying to reach (your customer avatars) and how your content will fit into your wider marketing strategy.
What themes will the articles follow?
Is there any underlying messaging you want to convey?
Are you releasing a new product or software update that you need to promote?
You should also take a look outside of your company to find content ideas. Stay updated on industry news and technology developments, research your competitors, and see what long-tail keywords are getting the most search volume. Google Trends and Answer the Public are great tools to help you find ideas.
Learn to Create a Content Calendar With Copy House
Want to learn more about creating a content marketing calendar?
Copy House’s MD and Head of Copy, Kathryn Strachan is running a half-day workshop on how to create a content marketing calendar on the 10th of July. During this half-day workshop, you’ll get actionable advice and have the opportunity to put these concepts into action.
We’ll explain how to develop your customer avatars, come up with ideas for your technology brand and organise these ideas into an editorial calendar. You’ll walk away with a custom content calendar for your brand, which you can start implementing immediately.
Are you ready for the challenge? Sign up here.