Pre-made calendar with over 300 holidays to help plan editorial content

A carefully planned content marketing strategy contains several key ingredients including an understanding of who you’re creating content for (e.g., your persona or personas), how your content will help them, and some key performance indicators to measure success.

However, even the most thoughtful and well-planned content strategy can run into roadblocks without a detailed editorial plan. The editorial plan should include what categories and topics you plan to write about, how you intend to amplify your content (e.g., social media, email, etc.) and—the most important bit of all—a list of relevant, highly engaging ideas that incorporates a balance of evergreen and time-sensitive content.

Event-specific content can be challenging to create with any consistency, but with some planning and foresight, it is possible to plan out your editorial calendar in advance. One way to do this is to align some of your topics with seasonal holidays, observance days, and themes. 

holiday planner social media

[Image source]

A holiday for every week, month and season 

At CommonMind, we’ve compiled a holiday planner specifically aimed at social media content planning. It contains more than 300 holidays bucketed in three categories as follows:

  • 2019/2020 U.S. National Holidays: This calendar contains all the top favorites like Christmas, New Year’s Day and Tax Day (that last one is somebody’s favorite, I’m sure).
  • Educational Calendar/Events: This includes key dates such as Global Family Day and National Science Fiction Day which are observed globally. 
  • A Food-themed Calendar: Technically, these aren’t holidays, but they’re fun to observe and perfect for helping fill your editorial calendar, particularly if you are in the food and beverage industry (though this isn’t a requirement).

Since a long list of every conceivable holiday can seem a bit daunting to wrap your brain around, we’ve also created an embedded Google calendar that can be viewed in weekly or monthly increments or printed. 

holiday planner for social media example calendar

November 2019 Holiday Calendar – Source: CommonMind

Holiday planning isn’t just for retailers

When people think of the holiday season, it tends to mean the period of time between Thanksgiving and New Year’s (although it’s been creeping up in the calendar to incorporate Halloween as well). But holiday content planning isn’t just for retailers or companies whose business ebbs and flows depending on the season. Here are a few examples of how some lesser-known holidays and observed days can inspire great content.

World Vegan Day (November 2, 2019): This is relevant to a variety of businesses in the health and wellness industry. Here are a few examples:

  • A nutritionist could write a piece about how to create a nutrient-rich vegan diet.
  • A healthcare provider could create a list of physical signs for vegans to be aware of that indicate they’re not getting enough of a specific vitamin or mineral.
  • A fitness expert (or gym) could write about how to ensure vegans have enough energy for various types of workouts.

World Kindness Day (November 13, 2019)

  • A marketing agency could write about an ad campaign or case study which features kindness as the main theme.
  • A veterinary clinic could write about how kindness helps both pets and their owners live happy, more fulfilling lives.
  • Any  number of businesses can write about kindness as their approach to doing business such as through employee wellness and medical programs, community service and involvement, or promoting an internal culture of kindness.

National Hot Cocoa Day (December 13, 2019)

  • This is a cocoa-manufacturer’s dream holiday and the perfect day to promote their cocoa products with a blog post as well as via social media.
  • Food-related organizations (coffee shops, restaurants, caterers, grocery stores, etc.) could create an event around this day (e.g., drop in for a free cup of cocoa!) and promote it via their blog and social media accounts.
  • Retailers can cash in on the height of shopping season by offering free cocoa in stores, coupons that fall on this day, and stories that humanize the company which can be featured on the blog (e.g., feature an employee cocoa-related story).

As you can see, becoming familiar with nonstandard holidays as well as observance days can help spur creative ideas for content that’s relevant to a variety of businesses and industries (you don’t have to sell cocoa to take advantage of National Hot Cocoa Day).

Our Google Holiday Calendar is a great way to familiarize yourself with upcoming holidays and can be imported into your own calendar for easy reference. Since this may be overwhelming, you can also peruse the long list of holidays to begin brainstorming and filling out your editorial calendar for the rest of 2019 and into 2020.

Happy content planning!

Jacqueline Dooley is Director of Digital Strategy for CommonMind.

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Different ways voice search is affecting your brand

We live in a world where a large number of people like to engage with their favorite brands online, and business owners are understanding that now.

Today, a chunk of people find new products online and also place the orders online. However, a paradigm shift can be observed in how they approach this which is how we see more and more people searching for information on the web using voice-commands rather than textual queries.

1. Brand voice

AI has impacted lots of industries and the branding industry has not escaped its reach, nowadays we have machines that can create brands based on user inputs. However, while AI has made building a brand identity more accessible, it can also present a challenge, and one of these challenges is the rise of voice assistants.

The voice assistants we have today are finite in number. Some of the most popular options that we use are Google’s Assistance, Amazon’s Alexa, and Microsoft’s Cortona. However, as artificial intelligence technology is becoming stronger, we will have a wider range of these services to choose from. When this happens, then the voice of the virtual assistant may interfere with a brand’s personality. For instance, if someone is using a female virtual assistant to look up information about a masculine brand, then it can hurt the brand’s impact. To tackle this problem, brands must keep these potential situations in mind. So, in this very example, a brand could alter the content that the voice assistance finds in a way that it’s able to retain the brand’s tone (masculine and rough) even if it’s in a female voice.

2. Consistency

Consistency is the key to successful branding – there is no denying that. However, you need to keep that in mind when you work with voice searches as well. For instance, you want to ensure that the tone and language used in the results of voice searches are optimized and in line with the brand book. These affect the following results returned by voice commands – product descriptions, social media content, ad copy, chatbot dialog, and more.

3. Payments

Virtual assistants are mainly used to find information on the Internet. However, service providers are also looking into new ways of using these services. For instance, Google Assistant now allows Google Pay users to send and receive money using voice commands. In the same way, payments leader MasterCard is aiming to bring its Masterpass online payment platform into Google and Amazon’s voice systems. So, what does this mean for the brands? Well, for one thing, they need to think about making provisions like this, that is, making payments easier and simpler with voice commands so that they can enjoy first-mover advantages.

4. Optimized content

What’s meant to be read doesn’t always sound good when voiced. For instance, if you define “SEO” on your blog by starting with the words “SEO is one of the most-effective digital marketing techniques used by brands today”, then you may fail to arouse the interest of the user if and when they search for the content using an appropriate voice command. However, if you ignore the introduction and focus on the main content by optimizing the content, then you can let the virtual assistant read something like “SEO refers to Search Engine Optimization which combines different kinds of techniques…” which is far more effective and engaging.

As you can see, voice search isn’t only making the lives of people around the world easier, but it’s also interfering with the practices of old and new brands. Those who are adapting to the changing trends have nothing to fear. However, the rest of them who have decided to remain unchanged can face all kinds of problems in the future.

Remember – branding isn’t just for big businesses. It doesn’t matter how big or small your company is, you need to take as many branding measures as possible. Naturally, voice search must be an integral part of the plan.

This is a sponsored post from PRchitects.

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Top four social listening tools for 2020 and why they’re great

Every business wants as much customer feedback as possible. That’s why we obsessively measure NPS (which barely has any statistical validity) and run surveys (which, in addition to being biased by definition, can negatively impact customer experience) like it’s the end of the world.

But the feedback we really want is different. It’s genuine, quick and easy to get, and structured enough so we can analyze it effectively. That’s where social listening, or social media monitoring, comes in.

Social listening is the process of monitoring mentions of keywords (for example, a brand name) or key phrases across social media and the Internet at large. Think of it as a way to measure people’s awareness of any subject – and their opinion on it – without having to ask questions.

Google Trends

More and more companies are adopting social media monitoring every year, and social listening tools are also evolving quickly. Even though they’re called social media monitoring tools, many apps go beyond social media and monitor the web at large. Finally, they analyze the data in order to provide you with insights you can learn from and act on.

In this post, we’ll look at the best social media monitoring tools you can use in 2020.

1. Awario

top-Four social listening tools for 2020 and why they're great Awario

Awario is one of the best options in terms of bang for the buck. With pricing starting at $29/month, it comes equipped with many features of Enterprise-geared tools: sentiment analysis, topic clouds, Boolean search, and more.

In terms of coverage, Awario monitors Twitter, Facebook, Instagram, YouTube, Reddit, news and blogs, and the rest of the web. Let’s look at what makes Awario stand out.

Rich analytics

Awario lets users measure dozens of social listening metrics, such as sentiment, reach, share of voice, key themes, top countries, and more. On top of that, you can use the tool to identify your biggest influencers and compare several brands side-by-side against crucial metrics for benchmarking and competitor analysis.

Boolean search

Boolean search isn’t for every brand. If your company name isn’t a common or ambiguous word (think Apple or Tesla), you’ll be just fine by simply feeding your brand name to the tool.

However, social listening has plenty of benefits beyond brand monitoring: from lead generation and PR, to doing research for your content strategy, this is where Boolean search comes in handy. It’s an advanced search mode that uses Boolean logic, letting you create flexible queries of any complexity to make sure you only get relevant results, whatever your use case may be.

Alert settings

Pricing

Awario offers a free 7-day trial. Pricing starts at $29/mo for the Starter plan (with 3 topics to monitor and 30,000 mentions/mo) and goes up to $299/mo for Enterprise. 

2. TweetDeck

Top Four social listening tools for 2020 and why they're great - Tweet Deck

Although TweetDeck isn’t a specialized social media monitoring tool, it definitely deserves a place on this list.

First of all, TweetDeck is free. Second, it lets you run Twitter searches using its powerful filters. And third, it combines the search functionality with everything else you’ll need to manage your Twitter presence.

Monitoring and scheduling in one tool

TweetDeck lets you schedule tweets, manage your DMs, and track mentions of your company on the network. You can set up as many searches as you need and reply to tweets right from the dashboard by connecting your Twitter account to the app.

Customizable column layout

Another great thing about TweetDeck is its column layout where you get to choose what each column shows. For instance, you could have your Twitter feed in one column, your DMs in another, and your social listening search in yet another one.

Pricing

TweetDeck is free.

3. Talkwalker

Top Four social listening tools for 2020 and why they're great - Talkwalker

Talkwalker is an excellent social listening tool for digital agencies. The software collects the latest mentions of your brand and offers detailed analytics on your social media presence.

The tool’s social media coverage is pretty impressive, on top of Twitter, Facebook, Instagram, and YouTube, the platform also monitors Flickr and Pinterest. 

Demographic analysis

In addition to monitoring mentions, Talkwalker will give you insights on people who mention you, including your audience’s gender, age, interests, and geography.

Image recognition

Talkwalker’s Enterprise plan offers an ability to monitor images and videos, this way you’ll be notified whenever your logo appears in an Instagram photo or YouTube video. 

Pricing

Pricing starts at $9,600/year for 10,000 mentions/mo. 

4. Mention

Top Four social listening tools for 2020 and why they're great - Mention

Mention is a social media tool that’s primarily geared towards agencies and big brands, although they do offer plans for smaller businesses. Mention’s focus is on real-time monitoring – if you sign up and create an alert, you’ll only see mentions from the last 24 hours. Historical data is available under custom plans.

API access

For businesses that like to have their analytics in one place, Mention offers API access, letting you integrate it into your own tools. If you’re not into coding, Mention offers an integration with Zapier, letting you automatically send mentions to a Google Spreadsheet, set up Slack notifications, and more.

Influencer marketing

In addition to social media monitoring, Mention lets you search for industry influencers across Twitter and Instagram; on top of that, it finds influential websites that you can partner with or guest post on. 

Pricing

Mention’s pricing starts at $29/mo for its basic Solo plan, which lets you monitor one topic. For bigger brands, the app offers custom plans which start at $600/mo.

Conclusion

That’s our list of the best social media monitoring tools for the coming year. Each of them has its own unique pros, so I do hope you’ve found one that’s a perfect fit for your use case and budget.

This is a sponsored post from Awario. Awario is a social listening and analytics platform trusted by over 5,000 companies worldwide. The tool gives brands access to meaningful insights on their customers, industry, and competitors through real-time social media and web monitoring. Awario monitors social media networks, news websites, blogs, and the rest of the web in real time, crawling over 13 billion pages daily to ensure you never miss important conversations that spark out online.

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