Now that a truly crazy year has come to an end, it's time to give some thought to your 2021 content strategy and schedule. As a traditionally quiet time of year, January can be the perfect time to set yourself up for a year of content success!
For a bit of inspiration, here are Content Empire’s top 5 January content activities.
1. Get ready for the year with a social media calendar
As every content professional knows, managing channels like Facebook, Instagram and LinkedIn takes a lot of time, energy and planning. Get ahead of the game in January by ideating and producing a social media calendar for the months ahead. Whether you use a tool like Hootsuite to schedule your posts, or just a simple spreadsheet, planning out 6 – 12 months of social activity will save you time and give you a roadmap for success in 2021.
To do this really well, audit your current social media channels before you start, to make sure your calendar is informed by an understanding of which content types work best for your brand. Don’t forget to check out your competitors on social, to help you stand out from the crowd.
2. Boost your ‘bank’ of case studies and testimonials
Case studies and client testimonials make for amazing social and website content. As well as validating your products and services, they provide prospective clients with confirmation of your unique selling points.
Use the quieter months to look for case study and testimonial content that you can use in the year ahead. Sometimes great client feedback can be found buried in emails, or meeting notes. Sales teams can be a goldmine of customer success stories just waiting to be uncovered!
3. Plan your annual report project timeline and strategy
Do more with your annual report this year by starting your planning in January. Have you considered an interactive digital version? Think about how you can go beyond essential reporting and use the publication as a marketing tool. This is an opportunity to engage a broader online audience in your brand's story.
4. Identify key campaigns for the year
January is the perfect time to map out a couple of key campaigns. Where will you find your audience(s) and what content will you need to drive engagement? With video engagement metrics rising all the time, is 2021 the year you will build more video content into your campaigns? There are lots of low-cost ways to create great video content. Talk to us about strategies that could work for your organisation.
5. Boost your blog
Your blog (aka ‘news’ or ‘projects’ section of your website) is a vital tool for online audience engagement. According to Hubspot, “if your business doesn't have a blog, you might want to reconsider — B2B marketers who use blogs receive 67% more leads than those who do not, and blogs have been rated the 5th most trusted source for accurate online information.”
Get ready for the year ahead by planning a calendar of blog articles. Engaging, audience-focused blog content doesn’t appear by magic – it needs strategic thinking, a clear brief and great writing.
One final tip: spend some time reviewing your target audiences. 2020 saw some major shifts in consumer behaviour...have your audience preferences, user journeys and behaviours changed, and how can your content and comms strategy be adjusted as a result?
Can Content Empire support your team to do more with content? If you’re looking for a skilled, service-focused and creative team, get in touch with us to discuss your content and communications needs.