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Why Your Business Blog Needs a Content Calendar

David Bosley

In April of 2018, we discussed the importance of a blog calendar for your business. Consider this a sort of “Why Your Business Needs a Content Calendar v 2.0.” In our original post, we discussed several important reasons for businesses to invest time, effort, energy, and planning into creating and maintaining content calendars. They include essentials, like:

  • Keeping your content organized.
  • Maintaining a schedule of regular content generation.
  • Delivering a consistent message.

We also discussed the essential elements of an effective content calendar, like color coding, planning one day at a time over a period of two to six months, and being detailed in the descriptions so you remember what you had in mind for a particular post when the time comes to actually write the post. Below you will find a few additional reasons why it’s important to consistently create a content calendar for your business blog and the benefits of following through.

Delivers Better SEO

Search engines have voracious appetites when it comes to content. A steady stream of new content to your website and/or blog tells them that you are actively feeding their addictions. In return, they show you a little love via improved search engine rankings. In fact, Hobo with a Laptop has some interesting statistics concerning content planning, citing the following combination as optimal for search engine ranking:

  • 60 to 70 percent pre-planned content (using your content calendar)
  • 30 – 40 percent separate pieces (breaking news sort of issues)

Why is this combination so powerful? It allows you the flexibility to deliver a relevant, up-to-the-minute feel for your blog while maintaining a running database of content you can go to on the equivalent of “slow news” days in your industry.

Because you have a consistent stream of new content to bring to your blog, the search engines are very pleased with you and your blog.

Content calendars help you keep your blog content relevant and on track for months to come.

Avoid Repeat Messages

If you don’t have a blog calendar, you may find yourself recycling old topics far too frequently. Six months is usually a good time span to keep in mind before revisiting a topic or message.

On the one hand, it can be a positive thing to revisit old topics and provide a fresh update, like we are doing here today. On the other hand, though, you don’t want to re-tell the exact same story you’ve already told your audience. That will have your blog going stale long before it should.

Provides Accountability

Accountability is huge for blogs. Since so much of the SEO process and search engine rankings are based on a steady stream of new content, having a blog calendar holds you accountable for delivering new posts regularly. Or, at least, someone within your organization.

The key is to have someone in charge of delivering that content daily, weekly, etc. so that you know who to turn to if the content is not posted in a timely manner.

Eliminates Topic Stagnation

Creating a content calendar provides you with a steady stream of topic ideas for the next two to six months. This is important because you don’t have to worry about ideas drying up, writer’s block, and other things that could be detrimental to the creative process of coming up with content ideas for your blog or website.

Of course, the key is to allow the flexibility within your calendar planning and schedule to take advantage of new ideas or current events when they present themselves. You especially want to keep the option of editing the calendar with timely posts to take advantage of what’s going on in the world outside of your business and how those events affect your customers, your business, etc.