A workshop in Austin made me rethink my content calendar

I was at a small marketing meetup in Austin last month, and the speaker asked us to write down our biggest content problem. I put 'keeping the calendar full.' She then said something that stuck with me: 'Your calendar isn't a to-do list, it's a promise to your audience.' She made us map one piece of content to a specific user question we'd seen in the last week. I realized I was just filling slots with topics I thought were important, not what people actually needed. Now, I start every planning session by looking at support tickets and forum comments from the past 30 days. It's slower, but the content actually gets used. How do you decide what goes on your calendar?

3 comments

3 Comments

phoenixwalker21d ago

That's a really good way to look at it. My calendar used to be full of industry news I felt obligated to cover, stuff that never got any real traction. After seeing a similar tip, I tried mapping a blog post directly to a confused comment on our YouTube tutorial. The guide we made from that is now our most visited help page. It forces you to answer real questions instead of just talking at people. Planning got way more focused after that shift.

park.abby21d ago

Wait, that guide came from a single YouTube comment? @phoenixwalker that's actually genius.

iris57413d ago

My old marketing boss used to call this "listening at the edges." She'd spend an hour a week just reading one-star app reviews and support tickets. Said it gave her ten real content ideas for every one she got from a trend report.