In Web3, your website, blog, and presence on social media platforms provide you with a unique opportunity to communicate with potential clients and peers. Using these mediums, you can cultivate a clear image and learn about the people you want to connect with. The problem is that too many founders and NFT startups think of these channels as nothing more than a path to a mint-out or a way to show off a flashy brand. There’s zero substance to that. And it’s not going to give you a chance to cut through.
A successful blog and social media presence, which converts users into clients, gives before it asks. You must develop a content calendar that provides viewers with valuable and actionable content while sharing the benefits of purchasing your services or products.
Content calendar development happens in two stages. The first stage provides a general schedule and topical overview. The second stage generates specific topics, delivery methods (email, social media), and bonus content for users (templates, lists, infographics).
To start, determine your posting days. You may choose to post only during the days of the traditional work week or to post through the weekend. Pay attention to the internet habits of your desired audience. A good rule of thumb is to post at least weekly and on consistent days. The more your site presents unique posts, the higher your ranking will be in search engines. A higher order leads to more views and potential investors. Remember — this is all about finding investors and persuading them to care about who you are and what you do.
Once you’ve selected when the posts will go live, choose a blog post “type” for each day. For example, if you post Monday through Friday, Monday’s posts would be “How to” article, Wednesday’s posts would be a review of resources, tools, or products, and Friday’s posts would be personality features of successful people in your industry.
After defining your general topical approach, select supplementary content to share with your audience. Lists, infographics, PowerPoint presentations providing in-depth information or an overview, or a particular email, enrich the audience experience while adding to the credibility of your blog and brand. Remember that while some of this supplementary content can be sourced via social shares, you’ll want to develop much of it yourself. You want to enhance the end user’s experience with your offerings, not another business.
Social shares are today’s advertising word of mouth. Develop a few ideas regarding the type of content you want to share on social media, the types of posts within your calendar best suited to social sharing, and the platforms you want to use. Think in general terms.
Now that you know where you’re going, you need to determine what you’re going to do to get there. Set up a content calendar template for posts that include each of your post days for the next four weeks and a month’s worth of posts. Fill the template with a blog topic/title suitable for the blog post type for each day.
Generating topic ideas can be challenging. Take a few minutes to brainstorm a list of ideas you want to cover on your blog. Next, make another list of what you know and what you want to learn about potential customers. Based on these lists, generate a list of topics using an intersection of what you want to communicate and content your audience will find helpful.
Also, use the opportunity provided by your blog to integrate your business and promotional plans with your blog’s content and social shares. Do you have a promotional contest planned for the next month? Use the blog and social presence to promote the competition and engage your audience.
Videos, infographics, mint unboxings, and lists are shareable content because recipients can use them immediately. Review your topics and determine which ones lend themselves to incorporating supplemental content. “How to” articles and reviews support the inclusion of infographics and lists that summarize blog post content; they act as printable, shareable, and, most importantly, useable quick references for your audience. This is a largely untapped format in Web3.
There are literally hundreds of social sharing platforms on the internet. Carefully select the social media platforms where your industry peers and audience congregate on the internet. You may choose one or more, but be careful with choosing too many. You or your team must consistently manage the content pushed to each platform.
For example, you may use LinkedIn and Instagram if you have a business with highly visual offerings like athletic gear or tech gadgets. Select the posts you want to push to social media platforms within the template. Use the template to indicate which platforms will receive content from which posts.
Integrate your content calendar into your daily operations. Update it as your business strategy evolves and allow it to compliment your other promotional activities. Content calendars clarify the direction of external communications, promotions, and networking.
