Plan with Purpose: How to Build a More Strategic Content Marketing Calendar

woman-working-on-calendars

A well-crafted content calendar is the backbone of any annual marketing plan. By strategically planning and executing your content, you can effectively reach your target audience, build brand awareness, and drive business growth.

At Green Apple Strategy, we believe a content calendar should be more than just a list of topics. It should be a strategic roadmap that aligns with your overall business objectives. By taking a thoughtful, data-driven approach, you can create content that resonates with your audience and impacts your bottom line.

Key Steps to Building a More Strategic Content Calendar

 

Key 1: Define Clear, Strategic Goals

As with any marketing tactic, it’s essential to understand why you’re investing in it. Are you looking to raise brand awareness, drive sales, or build stronger customer relationships? Knowing your goals upfront makes it easier to create content that directly supports them. And don’t forget to consider your target audience—understanding who they are and what they care about helps you create content that resonates with them.

Key 2: Audit Your Content with a Strategic Perspective

Before creating new content, look at what you already have. What’s working well, and what’s not? Are there any gaps you need to fill? A quick audit of your content helps you focus on what’s driving results and repurpose top-performing pieces into new formats—like turning a blog post into a video. It’s a smart way to build on what you’ve already done rather than starting from scratch every time.

Key 3: Identify New Opportunities to Address Audience Pain Points 

Getting to the heart of your audience’s daily life is essential for creating content that adds value. What challenges are they facing? What questions are they asking? When you focus on their pain points, you can create content that offers solutions and shows your brand as a helpful resource. 

Keep in mind that your customers’ needs may change over time. Stay aware of those shifts and update your content accordingly—this keeps your messaging fresh and relevant.

Key 4: Make Keywords Work for You

Keywords are more than just a way to improve your search rankings—they help you strategically connect with the right people. Use tools like Google Keyword Planner or SEMrush to find terms your audience is searching for, and use those words naturally in your content. But don’t overdo it—focus on quality content that answers your audience’s needs. This will improve your visibility and ability to engage with the right people.

Key 5: Plan Ahead and Stay Organized

The purpose of a content calendar is to help you stay organized and productive. Prioritize topics that align with your business goals and schedule them in a way that makes sense for your audience. 

A consistent publishing schedule and process-oriented approach will keep you organized. By planning in advance, you are setting the stage for smoother execution and reduced stress in the future.

Key 6: Think About How You’ll Promote it, Not Just What You’ll Share

Great content is only effective if people see it. Share it across the forms your audience consumes—social media, email, blogs, videos, and more. Don’t just post it and hope for the best. Instead, use data-driven strategies to boost engagement! You may even consider using paid ads to extend your reach and make sure your content is reaching the right people at the right time.

Key 7: Pre-Determine How You’ll Measure and Adjust

Once your content is out there, don’t forget to measure how it’s performing. Track metrics like traffic, engagement, and conversions. Analytics will give you a clear picture of what’s working and what isn’t. Use these insights to adjust your strategy. Maybe you’ll want to double down on topics that are resonating or tweak areas that need improvement. Keeping an eye on your results lets you stay flexible and responsive to what your audience wants.

Your Roadmap to Content Success Starts Here

Building an effective content calendar is about more than filling up a schedule. It’s a way to ensure that every piece of content you create is working toward your business objectives. 

If you’re ready to take your content planning to the next level, Green Apple Strategy is here to help. Contact us today to see how our strategic planning services can help you create an approach that drives meaningful results.

 

The Modern Blog Playbook: What Every Post Needs to Stand Out

Blogging has been a cornerstone of digital marketing for years. Companies of all sizes have used it to build brand awareness, generate leads, and drive sales. But with the pace of technological advancements, it’s essential to stay updated on best practices to ensure your blogs remain effective. 

Here are a few compelling statistics to consider:

  • Companies with blogs produce 67% more leads monthly than those that don’t blog (DemandMetric).
  • Businesses that blog generate 55% more website visitors (HubSpot).
  • 70% of people prefer learning about a company through articles instead of advertisements (DemandMetric).

These numbers highlight why blogging is a smart marketing investment. But rapid changes in digital marketing make it harder for companies to keep up with best practices. In this post, we aim to demystify some of these shifts and share key elements that can help businesses create more effective blog content.

The Evolution of Blogging: What’s Changing and Why It Matters

Over the last two decades, blogging has gone from a niche hobby to a mainstream marketing tool. However, recent trends and changes have made it increasingly difficult to navigate, especially for businesses trying to maximize their blog’s effectiveness. 

Here are three key changes that businesses need to consider in 2024:

1. Artificial Intelligence (AI) in Content Creation

Artificial intelligence has transformed how businesses approach content marketing. It’s now easier than ever to use AI to generate blog post ideas and outlines. However, while AI can save time, it also runs the risk of stripping away the human touch that readers crave. Blogs that rely solely on AI often lack the personality and unique voice that build trust and authenticity with readers. While AI can assist in the writing process, it’s crucial for brands to add a human element that resonates with their audience.

2. Google SEO Algorithms

Google’s search algorithms are constantly evolving, and this has significantly impacted how blogs rank in search results. Recent updates, like the introduction of Google Gemini, have altered how content is indexed and displayed. Businesses now need to be more strategic about keyword usage, meta descriptions, and overall content quality. Blogging is no longer about simply stuffing posts with keywords—it’s about delivering genuinely valuable, well-structured content that aligns with Google’s latest ranking factors.

3. Changing Consumer Preferences

Consumer behavior has also shifted, with shorter attention spans becoming the norm. Today’s readers prefer content that is easily digestible, concise, and actionable. Long, text-heavy posts without visuals or interactive elements struggle to hold readers’ attention. 

Companies that don’t adapt to these changing preferences risk losing their audience. To stand out in 2024, blogs need to be scannable, engaging, and offer immediate value to the reader.

The Anatomy of an Effective Blog Post in 2024

Given these changes, there are several key elements every blog post should include in order to remain effective and resonate with today’s audience. Incorporating these elements into your blog will help you navigate the evolving digital landscape and ensure your content remains relevant.

1. Valuable Content Your Audience Cares About

The foundation of any successful blog post is content that matters to your audience. In 2024, this goes beyond basic keyword research. Your content should address your audience’s pain points, answer their questions, and provide actionable insights. 

Readers are bombarded with information every day, so your blog needs to offer a compelling reason for them to spend time on your page. By prioritizing high-quality, relevant content, you’ll not only improve your SEO but also foster a deeper connection with your audience.

2. Compelling Images

Images do more than break up text—they enhance engagement. Studies show that blog posts with images get 94% more views than those without. 

In 2024, visual content is essential for maintaining reader interest, especially considering shorter attention spans. A well-placed infographic, photo, or chart can provide a visual explanation of complex ideas, making your content more accessible and enjoyable to read.

3. Engaging Headlines and Subheads

Your headline is the first—and sometimes only—chance you have to capture a reader’s attention. With so much content competing for clicks, your headline needs to be both compelling and concise. 

Subheads also play a crucial role in keeping readers engaged. They make your blog post easier to scan, which is especially important for readers who skim before committing to reading the full article. Well-crafted headlines and subheads can boost your click-through rates and help guide readers through your post.

4. Links to Other Forms of Content

An effective blog post doesn’t stand alone. It should serve as a gateway to other forms of content, whether that’s additional blog posts, case studies, videos, or social media channels.

Internal links can help drive traffic to other parts of your website, improving your site’s overall SEO. External links to reputable sources can also enhance your credibility, showing readers that your blog is well-researched and grounded in industry knowledge.

5. Clear Call to Action (CTA)

Every blog post should have a purpose, whether that’s to educate, inspire, or persuade. A clear CTA at the end of your post ensures readers know what to do next. 

Whether it’s subscribing to your newsletter, downloading a free resource, or contacting your sales team, your CTA should guide readers toward the next step in their journey. An effective CTA not only drives engagement but also helps convert readers into customers or leads.

Let’s Keep the Conversation Going

Blogging in 2024 is more complex than ever, but by incorporating these key elements into your posts, you can create content that engages your audience, supports your marketing goals, and adapts to the latest trends. 

At Green Apple Strategy, we’re continually evaluating the effectiveness of our clients’ content marketing strategies, including blogging. We’re also committed to sharing what we learn with our community.

Want to learn more about effective digital marketing strategies? Subscribe to our newsletter for the latest tips and trends.

Copywriting Tips that Inspire Your Customers to Take Action

Two Women Typing on Laptops

Inspiring customers to take action is the goal of any marketing campaign. Achieving that goal requires knowing the words that will resonate with your audience and motivate them to take the appropriate next step. This is why copywriting is such a powerful part of marketing.

There are dozens of things to take into account whenever you’re writing marketing copy. You’re thinking about your audience, the medium you’re communicating through, and what you’re trying to achieve. You’re also trying to determine what will capture their attention and keep them engaged. Most people don’t realize how challenging it is to accomplish such a feat.  

How do you inspire your audience to take the action you want in a way that doesn’t come across as a hard sell? In this post, we wanted to highlight a few tips from our writers in Orchard when it comes to creating marketing copy that inspires people to take action. 

Copywriting Tips That Inspire Your Customers to Take Action

1. Identify and solve a problem.

Great marketing copy creates tension that resonates with the audience and then provides a release. During the attention-grabbing phase, it’s essential to identify your audience’s needs or problems so that you can ultimately present a solution.

2. Use short, simple sentences.

You need to make it easy for people to read your content. This is especially true for writing copy that will be published on digital platforms. Reading from a screen is hard. When you write long, meandering sentences, your readers have to work harder to make sense of it. 

3. Don’t bury the lead.

This old adage from journalism also applies to marketing copy. While creating tension is important, you also don’t want to lose your audience’s attention. If you want to inspire action,  it’s best to get to the point. Your audience should know the next step they should take to resolve their issue within a few minutes of reading. 

4. Make sure to emphasize the benefits your customer will experience. 

A common reason marketing copy doesn’t inspire action is that the focus shifts from the audience back to the product or service. While it may be important to highlight the unique features of your product or service, your audience cares more about how it will benefit them. 

It’s important to start with benefits before you dive into whatever features you want to highlight in your copy. 

5. Read what you write out loud before posting.

The best marketing copy makes you feel like you’re having a conversation. It’s personable, relatable, and easy to follow. Reading your copy out loud before you post it is one of the easiest ways to improve your copywriting skills. 

6. Put yourself in your readers’ shoes. 

Many times, marketers can be so close to their product or service that they forget what it’s like for their audience to experience it. This is where it can be helpful to take a step back and try to read your content from your audience’s point of view.

As yourself…

  • Would I click this link?
  • Would I find this helpful?
  • Would I enjoy this content?

Any response other than a quick “yes” might indicate that you need to spend more time on your copy.

7. Provide an appropriate call-to-action.

Part of our role as marketers is to guide people through the buying process. In the same way, you don’t ask someone to marry you on the first date, it’s important to know the appropriate “next step” to offer your audience. 

Writing copy that inspires customers to take action is both an art and a skill. It requires that you understand your audience’s core challenges and needs. It also involves knowing how to guide them toward the right next step. 

If you’ve struggled to inspire potential customers to take action or you suspect that your website copy might be a reason you’re not attracting new business, our team can help. You can subscribe to our newsletter for marketing tips or reach out to learn more about the ways we can support your marketing needs.  

10 Ways to Promote Your Upcoming Webinar

working-on-a-laptop-with-headphones
You have plenty of wonderful ideas and expertise to share with your audience. What better way than a webinar? The thing is, though, that a hefty amount of thought, planning, and design goes into creating a webinar. And, after all the work you’ve put into building this resource, wouldn’t it be great if someone attended? Of course, we know you want as many people as possible to see your webinar. So, we put together a list of ways that you can promote your upcoming webinar.   

1. Send an Email Blast 

First up, send an email to your newsletter subscribers. Because they already follow you, they’ll be interested to see that you’re providing them with helpful content. You can increase your chances of a successful email by adding an eye-catching subject line and segmenting your list to narrow in on those who would be most interested. In your email, make sure to include all necessary details along with a clear explanation of the benefits of attending.

2. Add a Line to Your Email Signature

Consider adding a line about your upcoming webinar to your email signature. That way, you always have a reminder there for clients and prospects. Be sure to add a link so that they can find more information! 

3. Feature it On Your Home Page

Try featuring information about your webinar on your Home page. When clients land on your site, they’re already looking for insight. Imagine how excited they’ll be to see that you’re offering to share your know-how!  

4. Create a Paid Social Campaign

Help your followers find your webinar with a paid social campaign. Before you put money behind your ad, make sure that you determine which of your social media platforms performs the best and where your audience spends the most time.

5. Write a Blog 

Writing a blog to announce your webinar and feature a high-level overview will give you a multi-purpose piece of content that you can use on your website, social media, and in your emails. It will also be great to send to those who ask for more information.

6. Add a Pop-Up to Your Website

To draw even more attention to your webinar, try adding a pop-up to your website. You can use this as an opportunity to encourage visitors to sign up or learn more. 

7. Collaborate with Influential People or Businesses in Your Industry

Many people in your industry have access to your target audience—social media personalities, podcasts, industry experts, and bloggers, just to name a few. Connect with these people to offer your insight on their next project (e.g., guesting on their podcast) to create an opportunity to plug your new webinar. Since your audiences are so similar, you’ll find that many of their followers are there for precisely this type of content.

8. Hand Out Flyers at Your Next Event

Have a trade show coming up? Design an engaging informational hand-out that you can give to attendees who may be interested. These events are also an excellent opportunity to collect email addresses from those who would like to receive more information.

9. Post Consistently On Social Media

Add a consistent routine of posting about your webinar on your social media accounts. Feature fun, informative content that lets the user know exactly what they would gain by attending.

10. Tell Everyone You Know

Word of mouth is a more effective marketing strategy than some may think. Tell everyone you know about your webinar, and be sure to send them follow-up information if they seem curious.

Need Help Building or Promoting a Webinar? 

Green Apple builds and promotes webinars for clients in various industries, and we find that it’s an incredibly robust marking tool with a high return on investment. Contact Green Apple Strategy today to schedule a consultation.

7 Key Elements of Eye-Catching Content

up-close-image-of-human-eye
The internet is a vast sea of information. Search engines help us find what we need, but even when we’re searching for a topic, we have an overwhelming amount of options. If you’re looking for ways to improve your content marketing, for example, you will then be left to choose from around 12 different articles—and that’s just on the first page of your Google search.  Your audience is out there swimming right along with you, wading through the fluffy content to get to the good stuff. And they’re busy and skimming their content, just like you. So, how do you catch their eye? Grabbing your audience’s attention isn’t an easy task, but expertly crafted content can do the trick. 

1. Keep it concise.

We can’t say it enough: your audience is busy. They want to skim their content, because even when they do have the time, they want to spend it relaxing or enjoying time with their family. Give them what they want as fast as you can, and try not to overload with fluffy language that takes away from your point. Say what you need to say, and let it go.

2. Break it up.

You wouldn’t want to read a wall of text, and neither does your audience. What if you’re heading into an article about how to bake a cake, and you just need to know how to make the frosting? You’re going to want to jump to the end and find your answer. Give your audience a format that they can quickly jump around in. You may think, “Don’t I want my reader to stay on the page as long as possible?” Yes, you do; however, readers will leave your site if they don’t find what they want quickly, and they are much more likely to share your content with their peers if they find your content helpful or valuable. Use sub-headers, bullet points, and numbered lists strategically throughout your content to make it more digestible for the reader. And don’t be afraid of short, quick paragraphs!

3. Focus, focus, focus.

The more specific you are about your topic, the more receptive your reader will be. General articles don’t grab as much attention because we are often on the lookout for exactly what we want. For example, if you want to learn how to make icing for a German chocolate cake, you’re not going to click on How to Make Cake Icing. You’re going to click on How to Make the Best German Chocolate Cake Icing You’ve Ever Had. Even if you feel like specific topics may alienate parts of your potential audience, know that someone is looking for that particular idea. When your content is aligned with what that person is looking for, they will stay on your website longer and share it with others who they know need the same information.

4. Diversify your content throughout different platforms.

When we think of content, our mind often goes to blogging, but it doesn’t stop there. We must also consider social media, email, webinars, podcasts, and any other way that we communicate with our audiences. The beauty of solid, engaging content is that you can mold it to fit these different purposes. For example, if your company created an excellent podcast episode that others need to know about, add it to your next email newsletter, post about it on social media, and summarize the points into a blog article. Good content is a great front-end investment that will provide you with excellent returns.

5. Use imagery.

People are visual creatures. We’re intelligent, and we want to learn new information, but there is still an element of “Look! A pretty picture!” that catches our attention. We want to see beauty in our world, and the internet is no exception. When you’re doing research for work or learning about a hobby, you’ll most likely click on the article that uses visual elements. Not only do we love the way it looks, but visuals make information easily digestible for our brains. For this reason, infographics are an incredible tool that our audiences enjoy reading and sharing.

6. Put the content within your audience’s reach.

We all have friends who use one platform for their information more than others. Whether it’s Instagram, Facebook, email, or another outlet, make sure that your content is ready and available to your audience whenever the mood strikes. Work with your web developer to ensure that your resources page on your website is as user friendly as possible.

7. Look for creative angles wherever you go.

Creative content inspiration is everywhere we turn. We can find ideas in our daily conversations with clients and coworkers. We can find them in other content that we’re reading or something we see on television. We may even ask pointed questions to clients and others to determine what they want to learn about. You are out to propose new ideas, solve problems, and provide your audience with inspiration and solutions. Remember that as you go about your day, and you will organically collect potential topics to share with your audience.  We can help you create and manage content that your clients can’t take their eyes off of. Contact Green Apple Strategy today to schedule a consultation today!