Tag: EditorialCalendar

Summer Content Strategy: Staying Visible When Audiences Check Out

School’s out for the summer, but don’t let your content strategy take a break.

The slowdown is real. What you do with it determines how you perform in the fall.

By Linda Pophal, MA, SPHR · Strategic Communications, LLC

Summer content strategy is the practice of adapting a content marketing program to account for predictable seasonal shifts in audience attention, engagement, and buying behavior that occur between Memorial Day and Labor Day—while using the slower period strategically to build content assets that drive results in the high-engagement months that follow.

For most B2B marketers, summer presents a genuine planning challenge: audiences are distracted, decision-makers are harder to reach, and content that performs well the rest of the year often underperforms between June and August.

I’ve managed content programs through enough summer cycles to know that the worst response to the seasonal slowdown is to keep doing what you’re doing and expect different results.

The second worst response is to go quiet entirely and then scramble to rebuild momentum in September.

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Content Calendars That Actually Work: A Practitioner’s Guide

The calendar is infrastructure. The content is personality.

The goal isn’t a perfect plan. It’s a plan you can actually keep.

By Linda Pophal, MA, SPHR – Strategic Communications, LLC

A content calendar (also called an editorial calendar) is a planning tool that maps out what content an organization will publish, in what format, on which channels, and on what schedule—typically planned one to three months in advance. An effective content calendar balances evergreen and timely content, builds in flexibility for responsive publishing, and is designed around a publishing cadence the team can sustain—not around an aspirational schedule that collapses on contact with competing priorities.

Many companies and individuals these days continue to be focused on creating and distributing content in a never-ending cycle. It’s a cycle that demands new ideas, new copy, new images, new hashtags, new social media posts, new, new, new, new, new…

At the same time they need to ensure that their content is relevant and, to the extent possible, capitalizes on current events, news cycles, holidays, and emerging audience interests.

That can be a challenge.

Content calendars can help. Or hurt.

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