This is a guest post for the Aventive Studio blog written by Helene Cue.
Whether you’re starting a new wellness business or growing your existing one, you need to make sure it has a strong online presence. People need to hear about your services, products, and all the amazing things that you offer.
That’s why you need to tailor the right messages and create the perfect strategy for having those messages reach the right target audience. And, there’s no better way of doing that than creating a content calendar for your new content marketing strategy.
Having a content calendar means having a solid strategy and a plan on how to use it. Creating, publishing, and optimizing your wellness brand’s content is not an easy task. Luckily, a spotless content calendar will help you do it efficiently and successfully. If you’re not sure how to write a brilliant content calendar for your wellness brand, just keep reading.
Here’s our step-by-step guide for writing a content calendar for your wellness brand.
1. Set Content Goals
Before you start publishing any content or thinking about creating any schedule, you need to set some goals. Everything you write and publish has to make sense in the bigger picture and fit your plan of reaching your brand’s goals.
Setting goals for your wellness brand’s content strategy means deciding what you want to achieve. Depending on your current situation, you could have a ton of different goals:
- Launch and promote a new product
- Gain more social media followers
- Raise brand awareness
- Provide social proof
- Make your blog stronger
- Increase sales
Decide on the goals that are a top priority for your business and write them down. Be precise about the results you want to see, and make that a starting point for creating your new content calendar.
2. Explore & Select Content Platforms
As a wellness brand, you probably have strong competition fighting with you for the same piece of the market. Being active and present on different content distribution platforms will help you stand out and win over your target customers.
That’s why you have to think about the platforms you’ll be using to reach your goals. It could be a combination of any given choices:
- Social media platforms (Instagram, Facebook, Twitter, Pinterest)
- Video distribution platforms like YouTube
- Your blog
- Email marketing content
- Paid ads
For instance, if you’re a new brand just getting started on the market, your initial goal is raising brand awareness. You’ll probably focus on building a strong follower base on social media and then using that to promote your blog or YouTube content.
3. Design a Calendar Template
Now that you know what type of content you’ll be promoting, and how, it’s time to think about the initial design of your content calendar. You can either find and download a template online or create a personalized one.
Your content calendar should contain the basic information:
- Publishing date & time
- The platform you’re using
- Content type
- Person in charge of content creation and publishing
- Content status (e.g. creation, waiting for approval, published)
You can also include other details such as links, more specific information about the content, or the content campaign you’re running. Create the initial version of the calendar, and add details as you further develop your strategy.
4. Decide on Publishing Frequency
Now that you have the initial look for your calendar, it’s time to start thinking about the frequency of publishing specific content. Let’s consider an example:
- You decided to publish a series of blog articles about the benefits of visiting a spa regularly.
- You’ve prepared a series of blog posts.
- You’ve decided to publish one every Wednesday and promote it on social media with specific posts.
- You book a spot on your content calendar for this content.
Naturally, you’ll be publishing things such as Instagram stories or Tweets more frequently. On the other hand, you’ll be doing influencer interviews only once a month — you get the idea. Decide on the publishing frequency of your regular posts and make room for them on your content calendar.
5. Share Educational Content
You’re a wellness brand which means you provide people services and products for relaxation, pleasure, health, and wellbeing. To make sure you’re truly reaching out to them, you need to be creating and sharing educational content regularly.
But, what counts as educational? Educational content provides the readers with:
- Important information
In other words, you should be teaching them and helping them to overcome issues or solve dilemmas. It could be:
- Blog posts about the benefits of drinking tea during pregnancy
- Social media posts about the different types of massages and their benefits
- YouTube videos about using certain wellness products properly
You should create content that gives your audience new skills, knowledge, and the ability to apply it to their everyday lives. It’ll significantly boost your brand credibility, help you grow your business, and make you more appealing to potential customers.
6. Create a Content Series
Your content calendar is supposed to help you to think ahead, plan your content strategies, and be ready for each new day. You don’t want to wake up every day not knowing what’s going on in your blog or social media next.
This is why you should create a content series that cover a topic relevant to your brand or the wellness industry. These posts should be published as a series of separate posts that make a great whole when put together. Here are a couple of examples:
- Holiday season-themed posts (e.g. Valentine’s Day content for couples on how to enjoy wellness together)
- A series of wellness for men posts that cover all aspects of fitness, health, diet, and balance in life
People will eagerly wait for the next post to be published and to continue learning about the topic they love. BestEssay can help you write high quality posts and provide help from writing experts if you need any. So, make sure your content series are fun, entertaining, and educational.
7. Include UGC
Another thing you need to provide as a professional wellness brand is social proof that everything you’re advocating and selling is true. This means your content calendar should make room for user-generated content (UGC).
You can make it a regular part of your content calendar, or plan for specific series that you’ll publish every once in a while. Whatever you choose, make sure that UGC shows real customers enjoying your products or services.
Your content calendar could include:
- Publishing social media videos your customers made regarding your brand
- Sharing customer stories on your blog
- Organizing UGC contests
- Interviewing your loyal customers
Be creative and think of different ways to show how your wellness brand actually takes part in people’s lives. You should make this a regular part of your content calendar, and constantly add proof of your relationship with your customers.
Writing a content calendar for your wellness brand means knowing exactly what messages you want to send, with what goal, and how. You don’t want to improvise or leave things unplanned. You need to know your content plans days or even weeks ahead.
The tips we’ve shared above will help you write a spotless content calendar for your wellness brand, reach your goals, and communicate with your target customers the right way.
About the Author
Helene Cue is an experienced content writer and freelance blogger who shares her insightful tips and advice with readers trying to grow their business. She’s also a skilled editor and proofreader at the academic writing site, which makes her content even more appealing to her readership.
She aims at sharing practical, simple, but effective ideas that can help any business grow using digital marketing and content writing.