Creating The Ultimate Content Calendar for Your Cannabis or CBD Brand
Are you one of those well intentioned business owners that know you need to work on your content game but you often feel totally overwhelmed about regularly posting to your blog and social media profiles? Or maybe you know you need to get organised but don't know where or how to start. Or maybe you’re just kinda drifting about, randomly posting stuff you think people might find interesting, but deep down know it's a sucky strategy.
And, although you know this spray-and-pray approach might work for a little while, you also know that if you are really serious about:
- getting your cannabis or CBD brand’s name out there
- and get your products in front of the RIGHT people...
....you are going to need to find a good strategy and get organized in order to get the most of your efforts. The good news is that there is an easy solution to all your content woes.
Enter the Content Calendar
Content calendars are the foundation of content marketing, giving you a bird’s eye view of your what you are posting when.
A strategically thought-out content calendar will help you plan, organize, and schedule your blog posts, videos, social media content and anything else you feel will promote your cannabis business effectively. This, in turn, will help you to predict what’s coming next so that you can take advantage of what your content is supposed to do - attract engagement, drive traffic and increase leads.
So let's get started on helping you create the ultimate content calendar for your cannabis or CBD brand - and trust me, it's going to be easier than you think!
Step #1 - Set Goals In Line With Your cannabis or CBD Brand
Become clear on what you are promoting to whom and why and set your goals based on this.
This is probably the most critical step in the process. The point of content marketing is to promote your cannabis or CBD brand, products and services.
This means that you need to get strategic about WHEN you post WHAT. Take a look at your promotional calendar. Which services are you promoting when? What is it you want to achieve with those promotions?
Step #2 - Organize Your Content
Organize your content into categories to help you stay focussed on your big-picture strategy.
First start with your evergreen content that provide the largest amount of value on an ongoing basis. This is most likely to be your long-form content such as blog posts, videos, case studies, and podcasts. What has been the most or least popular topics?
The easiest way to figure this out is to go back to your social media metrics and see which posts have been liked, shared and engaged with the most. Break your most popular topics down into categories and use those to brainstorm and plan future content.
Now plan your social media content around your epic content, making sure to not integrate and compliment (think behind-the-scenes photos etc.) your epic content, but also to promote it.
Step #3 - Decide on Your Posting Frequency
Figure out how often you should publish and when.
Once you have your content categories figured out, you need to decide how often you are going to post what, where and when. For epic content we at LB Cannabis Copy & Content recommend to post at least once a week. This will not only help you stay consistent without feeling overwhelmed, but it will also help create a consistent relationship with your audience.
For social networks it is very much dependent on which one you are using. We recommend that, if you are starting out to pick two, maybe three channels you know your audience hangs out on. Then start experimenting to see when your audience interacts and engages the most. Over time you will have enough metrics to refine your posting schedule to what works for you.
Step #4 - Choose Your Content Calendar Tools
What is going to be the best calendar tool for you and/or your team to use.
Now that you have your goals, your content categories and ideas as well as knowing when, where and how often you want to publish your content, you can create your content calendar.
Choosing the right content calendar tool will be very much dependent on your preferences, the size of your team and how much integration you need or want. For some it’s as simple as a paper diary or electronic calendar, for others it’s a Google or Excel Spreadsheet, while for even others, it means a fancy third party app or website.
Step #5 - Create Your Ultimate Content Calendar for your cannabis or CBD Brand
Schedule your content. Yes, it is that simple!
Yay! You’ve created your content calendar and ready to go. Start by importing your epic content pieces, making sure your content is appropriately optimized and searchable for each channel (SEO, hashtags etc.). Content can either be newly created or repurposed pieces that will help you set the theme and tone for the rest of your content.
Once the epic content has been laid out, you can start adding in the other stuff like social media posts, product promotions and newsletters.
Now you know how to create a content calendar that actually works. We’d love to hear you set up your ultimate content calendar for your cannabis or CBD brand, what worked for you, which tools you used and how you are doing with meeting those goals!
See you in the comments section!
INTERESTED IN SOME MORE AWESOME IDEAS ON HOW TO GET YOUR cannabis or CBD BRAND AHEAD OF THE CROWD? CHECK OUT THESE ARTICLES TO GET YOU STARTED
- How to Create a Content Marketing Strategy in 2020 for Your Cannabis or CBD Brand
- How To Create A Buyer Persona for Your Cannabis or CBD Business
- How To Create A Sales Funnel for Your Cannabis or CBD Business
- What is a Sales Funnel & How Does It Work for Cannabis & CBD Businesses
- Branding Your Cannabis or CBD Business On A Budget
ABOUT LIEZE BOSHOFF
Lieze, is the founder of LBC3 Marketing, a leading content marketing and copywriting consultancy, working exclusively in the cannabis industry.
Lieze is a passionate and data-driven content marketing consultant with over 3 years of medical cannabis and CBD industry experience. Working with a wide range of brands and businesses globally, Lieze specializes in helping her clients get clear on their content strategy, creating educational and engaging content, and crafting conversion-focussed copy that resonates with their ideal customers.
If you're ready to see the impact a strategic Content Marketing plan and well-crafted Copywriting can do for you and your cannabis business, take that first step, contact her here for a free consultation.
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