All you need is 3 months
Mastering the art of rolling content
In an ideal world, ice cream would be a health food, every business would have an in-house massage therapist, and you would have capacity to set aside at least a few hours every week for your content creation and online marketing. Sharing your expertise and building your community online is paramount when it comes to building your brand and becoming known as an expert in your field.
It’s that old adage that, as a leader, you should be working ON your business rather than IN your business.
But we all live in the real world, right? Sometimes that’s doable and sometimes it’s not. The good news is that there’s a bare minimum version of that, which means you can maintain your online presence and stay in touch with your community (thus reminding them that you’re there, and keeping your business top of mind).
It’s the three-month rule and, once it’s in place, you can keep rolling it out in perpetuity.
You’ve probably guessed that the three-month rule requires you to create three months worth of content up front, and then you can keep recycling it over and over again, saving you the constant pressure of brainstorming fresh ideas and having those constant conversations about what you’re going to put on your socials this month.
At Stellar Content, we love a good three-month rolling content plan. Every business is different, but there are some great guidelines that can get you started.
Your approach to your strategy would look something like this:
Brainstorm all types of content you like to share: thought leadership pieces, behind the scenes content, new products, testimonials and reviews, about us, etc.
Map out the channels you want to share your content on, and your preferred cadence over the next three months, making sure you have room for all types of content you want to share.
Create a content plan that fits your strategy, ensuring you’re sharing the same content across several channels because you will reach different sectors of your audience, and set about creating that content. Don’t forget to reuse content you’ve already created to save yourself even more time.
As you get close to completing that initial three months, use that plan as a guide to inform your next three months. Some content can be lifted from the first plan and dropped right into your second plan, while other pieces of content might need a refresh or update. What’s important to note here is that, while you might remember what you posted two months ago, most of your community will not (and odds on they probably didn’t even see it the first time). It’s absolutely okay to share the same testimonial several times, it’s okay to reshare evergreen blog posts, and it’s okay (in fact, necessary) to repeat product information many times over. It’s also a great idea to keep tabs on what’s gone well, and then creating different content out of that - if you get great traction on a blog post, be sure to include it in your podcast schedule, or turn it into a Facebook video or LinkedIn post.
When new content comes up, add it into your content calendar, either making more room for it, or replacing content that is no longer relevant. This way, you’re effortlessly following your plan, while also keeping it fresh.
Ready to roll out your own three-month content plan, but no idea where you’ll find the time? Book a time to chat with us at Stellar Content, and we’ll help you build a bank of content that will propel your online presence to new heights.
