Content Calendar for Print Buyer Touches
It’s one thing to say, “Build your company’s reputation by taking advantage of the numerous media channels available.” It’s another thing to do it. One reason we struggle is because we fail to make a plan.
Developing content and publishing it across different media is easy to do once your plan is in place. You need to create a media calendar, just like every magazine has an editorial calendar. I find that self-imposed, published deadlines work. Once I say I’m going to publish X on a particular date or dates, I get it done.
If I hadn’t created “Margie’s Print Tip of the Week” back in 1999, I guarantee I would have published my column in a hit-or-miss fashion. But because I committed to doing a tip each week, I don’t give myself an out.
So I thought about a Content Calendar for printers, to help them build their online presence in a strategic way. The secret is in the regularity and the content. Have a set schedule and publish it. Commit to creating insightful and interesting content. If you can’t do it, have an employee(s) do it, or hire a pro. There’s nothing more to it.
As a place to start, here’s an outline of a simple “Printer’s Content Calendar.” Include the major social media sites—Twitter and Facebook. Also include LinkedIn, the strongest business networking site. Those three sites should be used daily.
Every printer should have a blog that lives on the company’s website home page. As long as you update it weekly, you’re good. Of course, if you post more often, that’s icing on the cake.
An enewsletter can be sent once a month to customers and prospects who’ve opted in. Use it to share interesting company news—new employees, maybe an award you’ve won—and certainly educational content about new applications you’re producing or solutions to a common problem. It needn’t be long, though. One strong topic that customers all identify with is perfect.
Once a quarter, print and mail a company magazine. This is a chance to feature your best printing techniques. Include relevant industry news, spotlight an employee or a customer project. Make sure much of the content is editorial, as opposed to promotional.
At least once a year, refresh your website. It is the single most important online presence you have, especially for prospects. The first thing we do when we hear about a new company is check out its website. Yours must be current, accurate, free of technical glitches and professional in design.
Beyond this, you should publish news releases as needed, and if you’re comfortable doing mini videos, go for it!
Here’s that calendar-at-a-glance:
|Daily||Twitter, Facebook, LinkedIn|
|Annually||Update web site|
|As needed||News releases|
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com