I recently wrote about the many different types of web content that associations have at their disposal. Between members' published work, conference slide decks, and job listings, you're likely already producing a ton of great content for your current (and future) members to read on your website. The next step, though, is to determine a plan for how and when to publish it.
In their excellent book on the benefits of content marketing, Content Rules, authors Ann Handley of MarketingProfs and C.C. Chapman break down a method for creating a basic editorial calendar to help you plan out the publication of your content:
1-7-30-4-2-1: No, this isn't a string of winning lottery numbers, but the numeric device coined by marketer Russell Sparkman of Fusionspark Media, to help you understand how to map out a simple, but effective, content calendar. "What does it mean?" you might be asking. Well, each number refers to a specific timeframe for the publication of content on your website or social media accounts. "Give me more details!" you say? Sure thing!
1 = Daily: There are certain types of content that you have the ability to create on a daily basis. These can include social media posts communicating to your members, sharing industry news items, or photos from an event. Regardless, try to share something on these social channels at least once a day. If your website has a forum, leaving comments or posting a discussion question can be equally as effective as a social media post.
7 = Weekly: On a weekly basis, you want to provide a little more substance. Blog posts, for instance, are great for this purpose. Even a 2-3 paragraph entry can pick up some social buzz from your followers and provide value to your audience. Similarly, a short video, like part of a presentation given by one of your members or a photo album from a recent event are great types of content to share once a week.
30 = Monthly: Content that you produce on a monthly basis should have a little more weight to it. Lengthier blog posts have more value. A well-produced video might be something to consider on a monthly basis or a webinar taught by one of your members. To build your audience outside of your member base, you might also want to try submitting a guest post to a blog in your industry.
4 = Quarterly: This type of content takes a bit more planning and work. On a quarterly basis you might want to share white papers, research reports that your organization puts together, member survey results, or a case study. Either way, put the time in to create a great resource and publicize it well among your members via social media, email blasts, and on industry sites or forums.
2/1 = Biannual/Annual: This category is sort of interchangeable, but basically refers to the type of content you only produce once or twice a year. As a member-based organization, this might be a broadcast of your annual meeting, a roundtable discussion with industry executives, a yearly industry report, or a membership benefits video. These are just some general ideas, but think hard about what your association produces that is unique to your industry or niche.
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