A to Z of Business Storytelling: Organized
In the last “A to Z of Business Storytelling” post, we covered Networking (like a boss!). Connecting with peers is an essential part of building your business. But without an organized communication plan, you won’t expand your reach to the most important people of all: your customers. Connection isn’t random. It’s well planned and intentional. Your content should be the same, which is why this week we’re diving into “O for Organized.”
When starting a new venture or business year, it’s easy to be motivated to meet our intentions. We set lofty goals with confidence. But that initial inspiration will wane, much like our personal New Year’s Resolutions year after year.
When was the last time you actually stuck to that, by the way?
Think of your editorial calendar as your own personal trainer that will help you reach your communication goals. As he or she would tell you, the best way to stay committed to your goal is to break down that big-picture vision into tangible tasks.
Without establishing metrics to meet with the help of a support system, you’d continue on with your bad habits – inconsistent posts, disjointed messages, or completely nonexistent content. Giving into temptation is easy when there is nothing to hold you accountable on a day-to-day basis, so think of planning your posts as your meal planning. It’s purposeful and well balanced. Plan ahead so you’ll avoid drive thru quality content. It might seem time consuming to create at the upfront, but it will actually save you time in the end.
And here’s the thing, you don’t have to spend a ton of time on creating regular content. In fact, your editorial calendar doesn’t need to include a certain number of posts per month. There’s no “industry norm,” so create a calendar that works for you, your individual writing capability, the number of hours you can spend on this each week, and the size of your team. For some, daily posting is easily achievable, but for others it’s unrealistic. Don’t force anything or you’ll just add uninspiring noise, because it’s not about how much you say, but what you say.
So what should you say?
First, figure out where you want to share, from social media to a blog to a newsletter.
Then, call out specific themes you’d like to cover, from industry insights to casual commentary to engaging events. Staying consistent will increase – and keep – your customers’ intrigue.
Most important of all: schedule. I always like to bake in a month of time to work ahead.
…But don’t be concerned if what you say changes over time.
Things are going to come up along the way. Current events can – and will – impact your content. Keep in mind that timeliness is more important than on time. Your personal life can influence your schedule as well. You, or a family member, will most likely get sick. Sudden emergencies or long-building burn out will emerge.
So yes, your schedule is something to stick to, but don’t get stuck on it. Be strong in your goals, yet flexible. I always keep “evergreen content” at the ready so that I’m prepared for the unexpected. Save these for a rainy day, sick day, or even vacation day.
Do you need help getting organized? The Verano team can help take the content weight off your shoulders. We can give you the personalized support to organize in the way that will suit your business and its content goals.