Why calendars matter
Although I don’t personally advocate the slave-to-calendars approach to content creation – nothing drains creativity faster than being told what we must create – I do like to create a schedule as much as I can.
Having a good 4-weeks-ahead brainstorming session once a month can help shape ideas, messaging and content creation in a way that takes audiences on a real journey.
The trick to using calendars is not to be a slave to them; the more we follow only what the calendar says, the less opportunities we’re going to have to jump on board what people are really talking about.
There’s a fine line between joining a conversation, leading a conversation and talking about something that no one is interested in hearing about right now.