The reality of social media and content marketing is such that no matter what business you are in, you are also in the publication business.

Publishing meaningful content is incredibly important for businesses to cultivate, maintain, and grow their business. A strong digital and social media presence can be a deciding factor for many consumers who are increasingly looking to digital and social platforms to assist them with their purchase decisions.

To develop a strong social media and digital presence, it is critical for businesses to create and sustain regular publication calendars.

The regularity that each business publishes content is really dependent on your respective audience and what platform you are publishing on. For some businesses this could mean publishing content several times per day, and for others it could mean once per month, or longer.

Regardless of how frequently you need to publish new content, it is absolutely necessary that you do so with dependability, and that the content you publish is strategically relevant to your business. Creating a publication calendar can assist with both of these things.

Following are a few of the reasons why creating and sustaining a regular publication calendar is imperative:

Keep consumers interested and involved with your business

Think about the websites and blogs that you visit on a daily basis. It’s likely that they’re constantly being updated with interesting content that is relevant to you. If those sites weren’t updated frequently and dependably, you probably wouldn’t have the same interest in them as you do.

When establishing a publication calendar for you your business or brand, ensure that you’re going to be providing new content frequently enough to keep your audience interested, engaged, and coming back for more.

Dominate search results

Search engines index some types of content independently. Blog posts and videos are prime examples of content formats that appear this way.

If your business or brand is producing content in accordance to a regular publication calendar, your business is going to be more likely to dominate search results for your business, industry, category, and related search terms. Ultimately this will lead to greater exposure, an influx of leads, and if you are able to convert, sales.

Feed your content pipeline

This is an obvious one, but still worth mentioning. Creating a publication calendar for your brand will help to keep content creators in your organization organized and focused on producing content on a regular and ongoing basis. This will result in a steady stream of material to feed your content pipeline.

Show consumers that you’re in business!

Have you ever arrived on a business’ website, blog, or social media network to see that their last content update was 7 months ago and thought, ‘I wonder if these guys are even in business anymore’?

Even if you haven’t thought exactly this, it leaves consumers with a negative impression of a business or brand when they appear to an ill-maintained digital or social media property. It can read as a lack of enthusiasm, dedication, or commitment to your business, which are all thoughts you don’t want your consumers to have.

The simple solve is – you guessed it – to create a regular publication calendar and stick with it. If you’re going to be publishing new content relatively infrequently, it might be worthwhile communicating your schedule in a highly visible place such as your ‘About’ page so visitors will understand when they should check back in for new content.

Continuous improvement and provision of value

Another great benefit to creating and maintaining a regular publication calendar is that it will keep you thinking about your business, consumers, category, products, services, innovation, and any number of ways you can provide value to your consumers through social media.

This will force you to stay relevant, to develop and grow the way you think about all aspects of your business, and your consumers will thank you for it by seeing you as a trusted source of value and leader in your category. Results of this can include increased brand affinity, loyalty, strengthened purchase intent, and more.


There are a huge number of benefits that publishing content on a regular and ongoing basis can afford. Creating and executing against a well-crafted publication calendar can help to keep you, your social media team, and social media contributors organized and working to maximize success.

How does a publication calendar help your organization stay organized on social media?

Have you ever had a negative experience from not employing a publication calendar?

What are the greatest benefits that you have experienced from executing against a publication calendar?

It would be great to discuss this with you further in the comments, or on Twitter @RGBSocial

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Community Management, Content Marketing, Social Media Marketing


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