How do you create a marketing communications calendar that is realistic and flexible?

2 Choose your marketing channels and platforms

The next step is to decide which marketing channels and platforms you will use to reach your target audience and deliver your message. Depending on your objectives, you may want to use a mix of online and offline channels, such as email, social media, website, blog, podcast, video, webinars, events, press releases, advertising, and so on. You also need to consider the characteristics, preferences, and behaviors of your audience, as well as the strengths and limitations of each channel and platform. For example, if your goal is to increase brand awareness, you may want to use social media and advertising to reach a large and diverse audience. If your goal is to generate leads, you may want to use email and webinars to offer valuable content and incentives.

3 Map out your content and campaigns

Once you have chosen your channels and platforms, you need to map out your content and campaigns for each one. Content is the core of your marketing communications, as it conveys your value proposition, engages your audience, and drives them to take action. You need to plan what type of content you will create, how often you will publish or distribute it, and how you will align it with your objectives and KPIs. You also need to plan your campaigns, which are the specific initiatives or projects that you will launch to achieve your objectives. For example, you may have a campaign to promote a new product launch, a seasonal offer, or a special event. You need to plan the theme, message, format, and timeline of your campaign, as well as how you will coordinate it across different channels and platforms.

4 Create a visual and user-friendly calendar

The final step is to create a visual and user-friendly calendar that summarizes and displays your content and campaigns for each channel and platform. You can use a spreadsheet, a software tool, or a template to create your calendar, depending on your preference and budget. The main purpose of your calendar is to help you see the big picture of your marketing communications, as well as the details and dependencies of each activity. You should include the following information in your calendar: the title, description, objective, KPI, channel, platform, format, date, time, status, owner, and budget of each content and campaign. You should also use colors, icons, filters, and labels to make your calendar easy to read and navigate.

5 Review and update your calendar regularly

Creating a marketing communications calendar is not a one-time task. It is a dynamic and ongoing process that requires constant review and update. You need to monitor your results and feedback, analyze your data and insights, and adjust your strategy and tactics accordingly. You also need to be flexible and adaptable to changing market conditions, customer needs, and business opportunities. You should review and update your calendar at least once a month, or more frequently if needed. You should also communicate and collaborate with your team and stakeholders to ensure alignment and accountability.