Planning Ahead for Strategic Content

At Hershey Cause, we always tell our clients that their content is strongest when it’s thoughtful, strategic and aligned with their organizational and communications goals. And, let’s face it, it’s hard to be thoughtful or strategic when you’re writing an eleventh-hour press release, are stumped for social media content on the eve of your event or are scrambling to get folks on board with your cause’s awareness month. Here are three ideas that will help you plan ahead for what’s important – and not just urgent – so you can meet your strategic communications goals.

1) Plan Ahead – You can simplify the process of creating and curating content by thinking and planning several months or even a year ahead. 2016 is still relatively young, so make the most of it. Is there an “awareness month” for your cause, like Domestic Violence Awareness Month (October) or National ALS Awareness Month (May)? Media like to report on issues that are timely, so scheduling your organization’s news pitches during a month that is nationally recognized will provide a useful hook.

2) Build Around Your Events – Consider other major events happening in your organization this year. Are you hosting or partnering on large events during the year? You probably have major events mapped out, but make sure your corresponding social media and external communications content is also prepared and mapped out in advance of events. Don’t forget to include any fundraising efforts you have planned.

3) Get it in the Calendar – Set aside some time to think through the communications strategies and tactics you’ve decided to implement this year, from news releases to blog posts to social media content. A good way to do this is by building an editorial calendar. Here are a few articles and tools that will walk you through the process of building an editorial calendar for your organization:

Using these tools, it’s possible to stay in control of your content and make sure you’re communicating what you want, proactively, rather than just reacting.