Content marketing is the art of communicating with your customers and prospects without selling. Or as defined by the Content Marketing Institute "Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."

A Marketing Calendar is ‘Marketing 101′ however it often exists in business theory and not as an evolving tool underpinning the marketing investment in a real, live business environment. Regardless of scale, size or industry, every business should have a clear strategy for their marketing activity and investment, and a Content Marketing Calendar that captures the specifics such as timing, content and medium.

The Content Marketing Calendar is what drives the action – plan it, commit to deadlines, act. This is where you will see tangible bottom line results (with the disclaimer that all things being equal and assuming the strategy and market are in good shape). It is also the key to effectively using social media.

Napoleon Hill sums it up well – “Every well built house started in the form of a definite purpose plus a definite plan in the nature of a set of blueprints.”

There are three main benefits of having a Content Marketing Calendar:
1. It gets done and therefore your business gets the results. By having a plan, communicating it to all relevant stakeholders and making it visible, you’re making everyone accountable for completing the actions and not being distracted by day-to-day noise.
2. Your brand is reinforced as you have consistent messages and tone (adding content to the calendar is critical to ensure this benefit does occur).
3. Budgets are forecast, allocated and managed so you can maximise your investment in terms of both time and money.

Please email me if you’d like a copy of a sample calendar in excel format so it can be modified for your business. In case you’re wondering, yes it is free and no, you won’t be added to any mailing list. 

And don't just take my word for it - head over to another Christchurch based Marketing expert, Scott Wilson and read what Scott has to say on where Content Marketing is at in 2013. The article also showcases some great case studies to keep you inspired! 

For an extensive supply of content, ideas, how-to guides and templates more information on Content Marketing, go to the Content Marketing Institute http://www.contentmarketinginstitute.com/