Refining your content calendar mix

When juggling a content strategy that unfolds across multiple platforms and channels, being organized and tactical is the only sound option. For this reason, content calendars are not only necessary for both short-term and long-term planning but also a tool for building a framework centered around what works and doesn’t work.

During Ragan’s Strategic Communications Conference last year at Microsoft HQ in Seattle, Vote Run Lead CCO Cheryl Waide unpacked her content calendar strategy.

Here’s what we learned.

Waide began by unpacking the value of evergreen content, or content not rooted to a specific time or trend-based value, by looking at the PBS Instagram feed and distinguishing the posts with immediate news value from those that will continue to be relevant at any time.