When it comes to creating and publishing quality content, organisation is key. Having a well thought out content calendar will help your team ensure that excellent content is regularly being published onto the correct channels.
This will increase organic rankings, boost website traffic, position your company as an expert in its field, increase brand awareness and grow your social media following.
With 2022 rapidly approaching, it’s time to get our thinking hats on and start planning ahead. In this blog, we’re going to share our tips on how to write a content calendar for 2022.
Include Various Types Of Content
Your content calendar should include a variety of content, including a mix of seasonal content and evergreen content. Rather than publishing content just for the sake of it, you should focus on publishing informative, high-quality content that is relevant to your audience.
Types of content to include in your content calendar for 2022 include:
- how-to guides
- newsjacking articles
- video content
- email newsletters
Different types of content can have different benefits. For example, blogs can help your website climb the rankings on search engines, how-to guides can encourage your customers to keep coming back for more and email newsletters can turn potential customers into paying customers.
Video content is also particularly important for 2022, as Facebook, Instagram and other social media platforms continue to prioritise video content over other types of content.
Also, if you have been thinking about starting a podcast, 2022 is the year to do it. Podcasts have never been as popular as they are today and they are expected to continue growing in popularity.
Streaming service Spotify announced in early 2021 that a 24% increase in subscribers was related to podcast popularity.
Focus On Keywords
What’s the point in creating amazing content if nobody is ever going to read it? By incorporating carefully selected keywords, the content you publish on your website will be more visible to your target audience.
Curating content based on keywords will increase your chances of ranking higher on search engines, including Google. It will help your audience find your website when using keywords and phrases related to your products and services.
Before starting your content calendar, carry out some keyword research and come up with a list of keywords and phrases that your target audience may be using when searching for products and services similar to yours.
Research Your Audience
As well as creating content that the search engines will love, you should also prioritise content that your audience is going to love. Your blogs, articles, guides, videos, infographics etc., should always be relevant and useful, providing your audience with valuable information.
You should do some research to find out what your audience is searching for online. What questions are they asking regarding your products and services? What do they want to know more about?
Using online tools such as Answer The Public, you can create a list of questions that your audience would like to know the answer to.
Google’s “people also ask” box is also useful for finding more information on what your target audience is searching for.
Speaking to your existing clients and customers to get feedback is also a good idea as this gives you an insight into any questions or queries that have regarding your products and services. Using the Poll features on Facebook, Instagram or Twitter can also be useful.
For example, a mortgage advisor or mortgage broker may create content based on the following questions and queries…
- Are mortgage brokers worth it?
- Why are mortgage rates going up?
- What are the main types of mortgages?
- Who can get a mortgage in the UK?
Pinpoint Important Company Events
Sharing company news and events is a great way to build an audience, increase interaction on social media and demonstrate that there is a fantastic team of real people behind the business. In 2022, try adding a personable touch to your content.
Pinpoint upcoming events and news that you may want to share, such as charity projects you are working on, new product launches, company milestones and team achievements.
If you are launching a new product or service in 2022, ensure you plan the content in advance and start preparing for it as soon as possible.
Jump On Trends And Annual Events
Every year, there are trends, annual events, awareness days and so much more that you may want to incorporate into your content calendar. When it comes to trends, planning in advance can be tricky, which is why your 2022 content calendar must be flexible and adaptable.
For example, many businesses have jumped on the TikTok trend in 2020 and 2021, creating short, snappy videos relating to their products and services.
TikTok has been particularly popular with businesses that have a younger target audience, as the platform seems to appeal to pre-teens, teenagers and people in their 20’s.
Trends can often be triggered by an event. The #BlackLivesMatter movement, for example, was amplified significantly in 2020 following the death of George Floyd. This lead to many companies putting their content strategy aside to instead create content in support of the movement.
Aside from ever-changing trends, there are also annual events that you may want to include in your 2022 content calendar.
Review Successful Content
Tracking the success of your past content can help you create future content calendars. Tracking and analysing website metrics, such as website traffic, page visits, bounce rate and clicks can give you an insight into which blogs are performing better than others.
Tracking conversions will also highlight the content and topics that are working better than others. Are people signing up for the newsletter upon reading your content? Are they clicking through to other pages on your website and reading more? Or are they completing an e-commerce transaction?
Similarly, monitoring social media engagement will give you an insight into which type of content is preferred by your social media audience.
Your content should be reviewed regularly and the insights should be used when creating your content calendar for 2022.