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How to plan your content for the rest of 2020

We’re officially halfway through the year, and what a rollercoaster 2020 has been so far. Despite reaching the midpoint of the year, it isn’t too late to create marketing content that packs a punch. 

The month of June can be the best time to take stock of your content. You can evaluate what’s grabbed your audience’s attention and what’s fallen flat. You can then apply that knowledge to supercharge your content for the rest of the year – and even use it to get a head start for 2021.

Here are my top tips to get the most out of your 2020 content from June onward. 

Create a six-month strategy for 2020 (it isn’t too late!) 

It’s certainly worth setting some time aside to create a quick strategy and map out the goals that you want to achieve before the end of the year. Start by checking your analytics. Which blogs have received the most views? Have you seen a spike in numbers for specific email newsletters? Which social media posts have attracted the best engagement? Use these points to guide you towards the content that resonates with your audience. A strategy doesn’t need to be endless reams of paper; it can simply be a concise one or two-page document that will point you in the right direction.

Map out key industry dates and events

Although the COVID-19 crisis has likely led to some considerable changes in terms of critical dates and events in your industry, it’s still worth highlighting them because they might make great content. For example, there might be a big industry conference that you attend every year. If this is taking place virtually instead, could you write a blog afterwards with your key learnings from it? Or if it’s been cancelled entirely, do you have pictures and insights from the event over previous years that you could share with your audience?

There are also sector-specific annual dates that can be useful for your marketing calendar. The food industry especially is swarmed with dates that offer creative marketing opportunities. For example, July is Ice Cream Month, while International Beer Day takes place on 7th August and Afternoon Tea Week is 10th to 16th August. If you’re a restaurant owner and your business is closed due to lockdown, there’s still scope for upbeat content thanks to these fun dates. 

Highlight social media milestones

Are you about to reach 10,000 likes on Facebook? Or 5,000 followers on Instagram? If a milestone follower number is getting close, consider the ways that you could use content to celebrate. For example, you could run a competition or create a challenge for your followers. Perhaps it’s three years since you joined Twitter or Instagram – what was your first tweet? Or the first image you shared on Instagram? Social media milestones offer great opportunities for content.

Quickfire bullet points for blog ideas 

Take each remaining month at a time and jot down quickfire bullet points of ideas for blogs. Let your creativity flow and bear seasonality in mind. Depending on what your blogging schedule looks like, simply draft a rough plan for each month using bullet points so that you can write the blogs out fully at a later date. This, at least, gives you a direction and potentially a theme for each individual month.

Test out new ideas

Have you always wanted to try your hand at video marketing? Or maybe you think your brand could work well on TikTok? A mid-year appraisal of content and marketing lends itself to dipping your toes in the water of new ideas. There’s a phrase I love, “If you do what you always do, you’ll get what you always get” – this is absolutely true when it comes to content. If your new idea works well, you should include it in your 2021 marketing strategy/content plan. If it doesn’t work, then at least you’ve tested the water, and you can either cross it off your list or revisit it again at a later date.

Boost your brand’s PR

There are many ways that you can secure press coverage for your business. If there’s anything that stands out over the next six months, now is the time to highlight it. This is called proactive PR, and it’s something you can plan in advance. On the other hand, reactive PR is something to always bear in mind – it’s when you react to something in the media, typically a news story or a talking point that might be relevant to your industry, your business, or your geographical area. 

Schedule your content in advance

Scheduling is a great tool when it comes to organisation. However, always be wary of scheduling too many social media posts in advance. Sometimes breaking news can throw a social media post into disarray and make a business seem flippant or worse, ignorant. For example, when the news of coronavirus first broke, several travel companies sent out pre-scheduled newsletters that were deemed utterly insensitive to the situation. Always be mindful of pre-scheduled content and act fast to either reschedule or delete posts if circumstances change quickly. 

I hope this helps you make the most of your content in 2020 and gets 2021 off to a great start! 

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