The secret of content marketing that turns passive into active--Summary sharing of the 2nd Content Hacking Lecture (CHL2)
It is actually not easy to continuously generate content (not necessarily for content marketing purposes). Not to mention anything else, all the media available on the market are producing content every day, or even every hour, making everyone “mistakenly” think that it is very simple to continue to produce content.
Regardless of whether the content is popular or not, it is actually not easy to be a blogger, Facebook editor or internal marketer of a company who can continue to write (now I should say crawling on the keyboard).
Therefore, in the second Content Hacking Lecture (CHL2) event, I will share with you—a few tips on how to make good use of the content calendar and turn passive into active in the process of content marketing!
Content Calendar: Implementation skills of content strategy and the motivation to continuously generate content
Unless you are a text worker with a professional background, if you want to be able to produce content consistently and stably like the general media, the fastest and easiest way is to follow the practices of traditional media and use a content calendar to master the content production process and distribution channels.
Mainstream media such as magazines (monthly or weekly) have so-called editorial outlines and editorial calendars. In the annual editorial calendar of the publication, you can see the pre-arranged themes for each month or week. All reporters and editors will carefully arrange the manuscripts according to the arrangement of the calendar, arrange interviews and writing for different people in advance, and track the progress at the same time so that the publication can be published on time.
And porting the calendar to today’s content marketing is the first step in establishing a content calendar. We must make a list of the content we plan to produce in advance, arrange the date and channel (blog, Facebook, LINE, Instagram…) to be published, and list the corresponding content producers.
But before starting to arrange the content calendar, there are several preparatory actions that must be completed in advance, as follows:
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Preparatory actions that must be completed before setting up the content calendar
Turn passivity into initiative, from chaos to order
The advantage of making a content calendar is that the originally unfixed or complex content generation process can be clearly marked with the help of monthly calendars and lists when and by whom content will be generated. Once a date is set, the content producer will have a certain amount of pressure to complete the task; from another perspective, it can also be said to turn pressure into motivation.
At the event that day, a student asked: “What should we do if a major incident occurs unexpectedly?” In fact, the method is very simple, and we can also borrow the methods of traditional media, that is - prepare in advance.
The role of the content calendar is to turn passivity into initiative. It not only arranges the content submission schedule in advance, but also requires the generation of backup content. If an event of major impact occurs temporarily, you can also “jump the queue” and put the urgent content first, and then readjust the order of the content.
But the real core is to generate a content strategy first, and only then can the details be developed according to the content strategy and fall on the content calendar one by one. This part is difficult to explain clearly in a few words in the Content Hacking Lecture (CHL). I will explain it to you later when I have the opportunity. You are also welcome to keep following the latest articles on this site.
★ Event preview:
- January 2018 Content Hacking Lecture (CHL3)─Create your content marketing strategy
- February 2018 Content Hacking Lecture (CHL4)─Creating calls to action for your content
★ Picture source: Pixabay, content hacking lecture live photography
Further reading
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Deconstructing previous experience and becoming your own editor-in-chief
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Write a blog with your own style, and the ranking can also change the content
- Experiences from the 1st Content Hacking Lecture (CHL1)─Only by continuously cultivating content can we establish influence
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