What Should Go on a Marketing Calendar?

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The world of advertising can be a pretty chaotic business. Between planning marketing efforts and marketing campaigns, rushing to meet deadlines, and keeping up with the ever-evolving market, it’s pretty easy to get lost in the bustle of it all. 

This is why it’s super important for your company to utilize and refer to a marketing calendar for business. Welcome Software has one of the best marketing calendars available for you and your team members to work off of. In addition, they have several templates for you to choose from, all equipped to make your marketing plans easy to navigate. 

Whatever type of calendar you decide to use for your marketing strategy will document all marketing activity smoothly and efficiently. So let’s get into what exactly should be included on marketing calendars: 

Social Media

A social media calendar is one of the most important marketing efforts your team can make. Social media has exploded over the past decade, and content marketers everywhere use their best content ideas and marketing initiatives to reach their specific target audience. A social media calendar will help lay out all the content you have scheduled to post, and at a glance, it’ll give your team members a good idea of what to expect for the month.

A few action items and deliverables to include on your social media calendar are all of your live social channels, social networks, time slots (preferably the best time to post), and SEO and keywords related to whatever campaign you’re currently working on.

Content Calendar

Several types of content go along with marketing. A few of them include editorial content (such as blog posts), emails and newsletters, and video content. The best way for the marketing team to have a good grip on all of the important dates and campaigns is to have them scheduled all on the calendar.

Think of a marketing calendar as the source of truth for the marketing department: it’s nothing to worry about if it’s not on the calendar. But, if it is on the calendar, it’s definitely a priority!

Analytics and Metrics

Normally, analytics and metrics are plugged into excel sheets or spreadsheets. While this has proven useful in the past, moving those numbers over to a calendar template has a huge benefit.

By structuring your analytics in this way, you’re able to track these numbers in chronological order. By seeing how one month performed in a calendar view, you can set better marketing goals for the next campaigns and the upcoming months (or even the entire year).

Key Dates

This particular calendar won’t cover content types or a specific publishing schedule. Instead, it’ll just be a reference for all of the key dates and holidays throughout the year. By having this calendar, you’ll be able to plan different content types that relate directly to a holiday (such as Valentine’s Day, International Women’s Day, or National Margarita Day).

Plus, these key dates can include more personal dates that are related to you and your team. For example, birthdays, anniversaries, and other special milestones would serve as friendly reminders during a busy work week. Whether you have a small business or a larger corporation, having this visibility of personalized specific dates is an excellent way to contribute to a healthy work environment. 

Now that you have a good idea of which deliverables require marketing calendars, one of the best practices to focus on is budgeting. By creating and maintaining a solid budget, you’ll know which resources (such as apps or different platforms) you have to produce. This is especially helpful if you’re hiring outside freelancers or influencers for a specific role.

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