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Choose the format that fits your process and team. Content calendars can be developed in a variety of formats and platforms. They can live in static or dynamic spaces (like on a desktop or online). The dynamics of your team (and its processes) will highlight which format and platform is a best fit. For instance, you can use Excel spreadsheets to create your content calendar, with different tabs for different types of content. Alternatively, your team can rely on an online platform (like CoSchedule, for instance). The bottom line here is to pinpoint the format that will best serve your team, your processes and your overall goals. Pro Tip, Do a test run with a few different formats if you are not sure what option will best suit your team. Test runs (and even the little bit of extra work they may involve) can go a long way to helping you avoid investing your time (and money) into a format or platform that simply wont work. Not sure where to get started?

They say timing is everything – and when it comes to social media calendars, that sentiment is especially true. Once you have defined your desired content types, social media channels, and engagement goals, you need to figure out a way to schedule everything and keep it running. This post from Search Engine Journal has a lot of great tips about how you can keep your calendar fresh with reliable content creation and distribution. Marketing to existing versus new clients can provide unique challenges and opportunities. With existing clients, you often have a social media presence and engagement to track, while with new clients, you may need to define your own profile with little information. This post from Sendible Insights gives you tips and advice on how to approach and set up your content calendar for both of these scenarios. The structure of your content calendar is critical as it defines how everything you will add is organized. With so many different workflow solutions out there, it can be hard to figure out how to set up a calendar in your software. This post, from Shopify, gives some tips on setting up a calendar template in Google Calendar or Trello. Shopify provides plenty of handy screenshots and includes some useful tips to help you get started.

Start by formalizing your publishing process. Make sure your team has a standard operating procedure (SOP) for creating and publishing content. This is an important first step because it will help you figure out the specific elements that needs to be in your content calendar. It can also provide other key information, such as who will be responsible for keeping the calendar up to date and where to keep the calendar (so the right people all have access to it at any point). Pro Tip, Talk to your staff about the current process(es) they use to write and publish content. Ask them what aspects may be redundant, where they see inefficiencies, etc. This can help you refine your publishing and content marketing processes while getting your team to buy into the new formal process(es) you are putting in place.

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