One of the most common questions I get from new clients is what do I need from them. It varies and we can do quite a bit without client input – research is part of what we do and we’re very good at it.
But at the top of the list for suggestions and requests is that every company dedicated to content marketing start to create an internal content calendar.
A content calendar is extremely simple. It can be anything from a Google Document with a list of topics for blog posts and Facebook posts to a full schedule of posts for the next couple of months.
I recommend having one for two reasons.
- It helps us see what YOU know is important in your industry. That first-hand insight is priceless.
- It gets you to start thinking about content and what goes into creating it. That mindset can last a lifetime, even if circumstances change.
A good content calendar can drive your entire marketing campaign.
Getting Home Services Specific
If you are a home services company, you have a HUGE advantage when it comes to building a content calendar. Few companies have the kind of seasonal, service-specific opportunities to write for their audience as you do.
Here are some tips for creating your content calendar that will speak directly to your audience on a monthly basis.
- Summer, Fall, Winter, Spring – Every season brings different needs and concerns for homeowners. If you are an HVAC service provider, spring is AC maintenance and new installs, summer is repairs and troubleshooting, fall is heating maintenance and new installs, and winter is again repairs and troubleshooting.
- Major Weather Events – While this affects many industries, your role as a home services provider makes weather events like winter storms, heat waves, hurricanes and floods all that much more topical. Advice on recovery, tips for preventing damage, and troubleshooting post-event are all useful tips you can offer.
- Fuel and Pricing – If you offer service in an industry that provides a natural resource or uses one such as electricity, natural gas, oil, solar power, or even water, pricing changes, fuel availability and other topics in this area are super important.
- New Technologies – When new technology is announced, released or drops in price, you are the front line of information for your customers. Selling can come later – the first step is to make sure everyone knows what is out there and what benefits those new technologies will bring.
The best thing about this industry is that every 2-3 months, there is a completely different set of issues to address. This can drive new customers, bring back existing customers and give you a new platform to show off your expertise.
By creating a content calendar that recognizes when these opportunities will arise, you can produce timely, useful, and targeted content for your audience.
From our point of view, there is nothing more valuable than this when marketing your company. From the customer’s point of view, you become THE source of information they’ll turn to in the future. What more can you ask for?