Outline every stage that your buyer goes through on their journey. This may look different depending on your business, but your stages will generally look something like this:
– Realizing there’s a problem – Researching solutions – Deciding on a solution – Experiencing the solution – Upkeep or follow-up care – Repurchasing service and/or recommending to friends
Ultimately, your content calendar is simply a guide, not a rule book. You don’t have to follow it to a T. Throughout the year, customers might ask unexpected questions. Something big might happen in your industry — or your own business. Leave space in your calendar for the surprises. Move things around when you need to.