If we want our platform to really sing, we need our content to deliver timely, effective, useful and applicable advice/help/guidance/inspiration.
The best way of staying relevant is to keep your calendar up-to-date with what’s going on in the world.
There’s no point releasing a blog post about how the football World Cup affects your business this summer because there isn’t a World Cup. Similarly, your super-scary new GIF with the haunted house is probably best held back for the end of October, don’t you think?
I’m not a calendar dragon: I like to check to reference what’s coming up and going on in the world when I’m thinking about my upcoming content, but I don’t create content based on every single thing that’s happening.
What a content calendar can do for you is to give you an opportunity to contextualise your message in a way that people are already thinking about.
If we’re adding value and contextualising something abstract we’re not newsjacking. But we don’t want to be throwing in a random reference to Valentine’s Day in the run-up to Chistmas.