Introduction to Timely Content Marketing
Remember when every brand seemed to be having a “brat summer?” I’m being a little facetious — I enjoyed the chartreuse memes and apple dances as much as anyone. But in recent years, the concept of timeliness in a content marketing calendar has become less about utility and more about jumping on trends for the sake of relevancy.
The Problem with Trend-Chasing
Don’t get me wrong: there’s a time and place for incorporating memes and internet discourse into your content strategy. Staying “with it” is important. But timely content doesn’t need to (and, in my opinion, shouldn’t) pander. Building timeliness into your content strategy also doesn’t require spending endless hours scrolling through social media just to make sure you don’t miss what the kids are talking about. With enough forethought and intention, you can easily put together a content marketing calendar that makes space for timeliness without adding more onto your already-full plate.
Planning Around Industry-Specific Seasonality
While timeliness does not necessarily mean jumping on every and all conversation happening around the internet, it also does not necessarily mean bland acknowledgments of public holidays. Timely content should exist for a clear reason; sharing a social media post wishing your clients a happy and restful Labor Day is a nice gesture, but it’s not what I’m talking about here.
Seasonality, in regards to content marketing strategy, means aligning your content with what your audience is naturally thinking about. For example, a professional education organization with a core audience segment of CPAs and aspiring CPAs can provide specific tips for accountants looking to manage the exhausting workload of tax season. By doing so, they’re further positioning themselves as an expert resource for professional development while seamlessly directing readers to their larger library of resources.
Staying on Top of Trends
Please don’t interpret my downplaying of meme utilization in your brand strategy as encouraging you to avoid social media trends altogether. I think every content strategist should be aware of emerging trends within their industry, but that doesn’t mean being on top of every trend out there. Take skincare, for example: when every other TikTok on your feed was a young woman sharing her slugging routine, this was a great opportunity for dermatologists, skincare brands, and health experts to weigh in on this “new” trend.
Building a Flexible Content Marketing Calendar Template
As I mentioned earlier, putting together your content calendar for digital marketing does not have to be the daunting task it sounds like. You’ll want to start by outlining the cornerstone events or seasonal themes that you can anticipate ahead of time, which you can plan bigger-lift content around. Then, you’ll want to leave placeholders for more timely content — social media videos or blog posts that allow you to jump on trending topics, because they ideally don’t need as much lead time.
Example Content Marketing Calendar Template
Here’s an example content marketing calendar template that a travel agency might use to help get ahead of timely content for the year ahead:
- Q1 content themes: New Year’s Resolutions, Valentine’s Day, early spring break planning
- The best weekend getaways for your 2025 travel bucket list
- Underrated East Coast travel destinations for couples
- Where to take your kids on spring break (without breaking the bank)
- Q2 content themes: Spring flowers, Memorial Day, summer planning
- A comprehensive guide to the unpredictable but otherworldly superbloom season
- Last-minute Memorial Day travel itineraries for families
- The rise of “adult summer camp”: the best group adventure trips for grownups
- Q3 content themes: late summer/Labor Day, off-peak travel, fall foliage planning
- Cool summer destinations to escape the heat
- The best European towns to explore during the shoulder season
- How to maximize fall colors during your New England foliage road trip
- Q4 content themes: autumn getaways, family gatherings, end-of-year holidays
- Quirky and cozy autumn weekend getaways, from airstream glamping to treehouses
- How to optimize your Thanksgiving travel schedule while staying sane
- Last-minute travel packages for a truly memorable New Year’s weekend
FAQs
What tools can I use to keep my content calendar organized?
Project management tools like Trello, Asana, and Airtable are great for organizing and tracking your content calendar. These platforms allow for collaboration and real-time updates, ensuring your team stays aligned.
How do I measure the success of timely content?
Track metrics like engagement rates, website traffic, and conversions to assess how well your timely content is performing. Compare these metrics to your evergreen content to determine if your strategy is resonating with your audience.
What if a trend fades before I can publish my content?
To avoid missing the trend, prioritize quick content production for time-sensitive topics. If a trend fades, consider repurposing the content to align with more relevant discussions or evergreen themes.
Conclusion
Getting ahead of your content strategy always takes a little bit of up-front work, but trust me — your future self will be grateful for the time saved from scrolling. By planning around industry-specific seasonality, staying on top of trends, and building a flexible content marketing calendar template, you can create a timely content marketing strategy that resonates with your audience without breaking the bank or sacrificing quality.