Creating a content calendar for your veterinary practice is an effective social media strategy to connect with more pet owners. It allows you the chance to provide a steady stream of content like special promotions, blog posts, articles, social media posts, important dates, and more to pet owners, along with an active presence on your veterinary social media.
Individually posting content for your practice is time-consuming, and it’s easy for a veterinary marketing content team to become overwhelmed, so a social media calendar is a perfect way to harness your marketing efforts for your practice while continuing to boost engagement with your potential and existing clients and their pet patients.
A content calendar for your practice can be complex or straightforward, depending on the needs of your business and its quantity of social media platform pages. Your marketing team members could take advantage of a social media calendar template to simplify the process. However, unless you know how to use the calendar effectively, your digital marketing efforts for your practice may not be as successful as you’d hoped.
Use the guide below to develop a robust content marketing strategy that uses a content calendar.
What Is a Social Media Content Calendar and Why Is It Important?
A content calendar is a planning tool that helps you organize online blog posts and social media updates for your company. It’s a valuable tool that you or your team can use to plan future publications.
Otherwise known as an editorial calendar, content calendars can help your business plan ahead of time by weeks, months, or biannually. Your editorial calendar can include everything from status updates and upcoming posts to promotional events or a new service and upcoming specials on pet care.
Content calendars save time and prevent veterinary hospitals and clinics from inconsistent publishing on their veterinary social media pages. Without a blog or social media publishing schedule, your target audience, people in need of quality pet care, may lose interest.
What Are the Best Practices for Content Calendars?
Understanding the Content Calendar’s Elements
Though you can make a simple and effective editorial calendar, it’s still necessary to include vital components. Google Sheets isn’t necessarily an editorial calendar template, but it does provide a simple foundation for veterinary hospitals and clinics to use when creating a content calendar for the first time.
Your calendar should include four components. The first is editorial, which are content pieces you will publish online via your company’s blog, website, podcast, or across social networks.
The second component is the platform where you host your calendar. The tool can range from handwritten calendars for small clinics to an Excel spreadsheet. However, working with content creators sometimes requires collaborative platforms like Trello or Basecamp.
Next is promotional, or how you plan to promote your published content to clients and potential clients. You can include promotions on editorial calendars, and color-coding will differentiate them from editorial content.
The last component is future ideas or a list of possible projects you have yet to start. Jotting down notes can help with content and post planning down the road.
Using Social Media Content Calendar Tools
The first step for many people using a content calendar on social media platforms is finding tools or resources to help with creating and managing the calendar.
For instance, Coschedule is a resource that can create fully featured marketing suites for large businesses. Loomly is a calendar tool with interactive guides to create blog content or aid in social media marketing and automatic updates. Both Loomly and Coschedule make it easier to develop and manage an efficient social media editorial calendar.
Adding To the Calendar
Once you choose from the best calendar templates for your business and pick your resources and tools, it’s time to fill the calendar with content. Begin by listing ideas and categorizing them by subject.
Next, you need to decide how often you want to publish. A social media manager may need to post multiple times a day to nudge clients to interact frequently, but someone running a blog calendar may set the publication frequency to three or four times a month.
Once you know your strategy for your posting frequency, add your content topics to the desired publication dates.
Avoiding Repeated Content
Your veterinary marketing approach should include a variety of useful content. Having a library or content repository for content assets like blogs, interviews, case studies, new research, and more make it easy not to repeat the same message. And remember, not all platforms have the same audience. To maximize the benefits of your calendar, tailor your content creation to reach different groups.
You can always repurpose and rework your top-performing content on different platforms to continuously engage, interact and talk with potential clients and bring the importance of your clinic or hospital into focus. Find new ways to drum up more traffic to your clinic by sharing more in-depth, behind-the-scenes looks to relevant content that has already proven to be useful to your audience.
The idea is to consistently educate your audience and promote your business with unique and thoughtful content, videos, and posts, but your marketing approach should avoid regurgitating the same old message day in and day out.
What Are the Steps of Creating a Content Calendar?
Decide on the Content-Type
As you develop your marketing strategy, select the type of content you wish to publish. It could be an opinion piece, video, newsletter, sharing events, or a landing page, for example. You cannot develop an effective calendar without knowing the type of content you intend to create to attract future clients and lovers of pets.
Brainstorm With Social Media Team
If you’re working with social media marketers or an internal team, brainstorm ideas with them. You should also consult with sales and customer service teams to learn about the needs of your customer base. Bring the information to the meeting to develop strategies for your social media pages.
Use Research Ideas To Create Content Ideas
Use various research tools to learn how to create content for your veterinary hospital that produces high results and further develop your content marketing approach. For instance, keyword research for a blog post will help it rank higher on search engine results pages.
Competitive research is also necessary, mainly if you’re covering familiar topics. Your content should always stand out from others. By learning what others are publishing, you can find a niche to fill.
Choose Social Media Networks
Social media networks have different levels of success with different content. For instance, Facebook posts with videos gain more traction than those with written updates. Choose the best platform for your content and create social media pages.
Monitor Trends and Competition
Before you complete your content calendar entry, it would be best to perform a content audit. The audit will give you an idea of how well audiences receive and engage with a post.
Consider using a content audit tool like Semrush and view your social media analytics for insights into audience engagements.
The audit will help you uncover publishing trends. Perhaps posts published on weekday mornings don’t perform as well as those you publish on weekend afternoons. Use the information to craft the best time and place to publish content.
Create a Publishing Schedule
The audit and trend monitoring will let you know the ideal parameters for posting relevant content on your veterinary social media pages. By being selective with your publishing times and dates, you can fill your content calendar meaningfully.
Boost Online Presence With Quality Content Calendars
Now that you have a better understanding of content calendars and their benefits, it’s time for your business to develop a quality calendar to market your veterinary clinic to pet owners. If this still seems like more than you have time to do, consider a Dooder membership. Our monthly memberships provide social media images (and templates!) with corresponding captions that are designed to inform and engage clients online.