Communication Calendar for Financial Advisors from Blueleaf
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How to Use the Content Calendar Template
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The Content Calendar template is designed to manage the full content process from customer problem identification through to publishing and promotiion
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1. Strategy
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To be effective, your content need to attract and engage the people that you can best help. It is also needs to get people who read your content to act. This takes some prework before you get writing.
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a.Target Persona
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Content needs to be develop for a specific ideal customer profile to get traction. Go to the link below for help developing your personas for your business
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Persona development
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b. Persona Problem
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The content should provide help solve a problem that is important to your ideal personas.
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c. KeywordsClick here to learn about Blueleaf's free trial
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To attract inbound search traffic, the content needs to include related keywords that are high search volume with low competition. Think long-tail keywords (3-4 words) will lower search volume but also lower competition.
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d. Topic / Title
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You can start with a rough working draft then move to a polished version. Try this headline analyzer to help you improve your headline
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e. Content / Details
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Use this section to write some quick notes using the problem / solution format. How tos and lists are top performing post types.
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f. Offer / CTA
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Every blog post should include an offer or call-to-action (CTA) to encourage the reader to take the next step. The offer can be a simple download like a checklist.
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Frequency: Focus on quality over quantity. It is better to produce and properly promote content that works once a month than to produce low quality content once week.
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2. Production
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Producing great content is about being organized and efficient. You also need to realize that web readers scan so you have to design your content to work in that environment.
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a. Outline
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It is tempting to just start writing but an outline will ultmately save you time. You can also get feedback from team members and customers before you go too far down the wrong path.
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b. Draft
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Make sure that you write for web with a scannable structure. Headers, sub-headers, bullets, bold text for emphasis and images every 200 words or so. Target at least 700 words. Top ranked posts are typically over 2,000 words. Use the Hemingway app to keep the reading level to around Grade 7 or 8. Use the Grammarly plugin to check for grammar and spelling errors.
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Hemingway App
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c. Final
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Make sure that you get a final review by another person.
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d. Optimize
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Use a plugin like Yoast to help with this. Make sure that you follow the guidelines include your keywords in the right places. Also, link to appropriate high trust external sources and to relevant pages on your website. Remember to optimize images by reducing their size using Kraken.io and adding alt tags that include your keywords.
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e. Publish
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Time to go live.
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3. Promotion
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You have built. Will they come? To build traffic, you need to promote your post.
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a, Email
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An email list is a core asset for any marketing effort. You should be trying to build your list always.
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b. Influencer Outreach
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Reaching out to influencers that already have access to your target audience is a necessary step to drive backlinks as well as traffic. A one-to-one email campaign is best for this or try outreach through social media. Consider guest posts to get the relatonship started.
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c. Social
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If you have built a social media following, promoting your post on these channels can be effective. Use visul posts for the best impact.
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d. Repurposing
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You have done the hard work creating the post. It is relatively easy to convert it for other channels. Change it into a presentation and post it on SlideShare. Do a quick rewrite to avoid duplicate content issues and post on LinkedIn.
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e. Advertising
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Paid advertising is also an option. Promote a post on LinkedIn to start.
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Click here to learn about Blueleaf's free trial
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How to use the content calendar
Content Calendar for Financial Advisors