A content calendar is a calendar that helps a content creator keep track of their content and when it will be posted and promoted to an audience. This calendar serves as a blueprint for creating a sense of order when posting to different social media platforms. It can also ensure you are following through with a plan for your content and keeping track of what’s working and what’s not. Mechelle Merkerson offers retailers some easy tips for creating and implementing a content calendar.
PCA: Why do retailers need to be concerned with content calendars?
Mechelle Merkerson: Content calendars need to show a clear direction of where a retailer wants to take their store on the social media platforms of today. Social media generates traction and tells the story of the retail location and why it’s important to visit. This allows the retailer to step from behind the counter and become transparent with customers.
What is the first step a retailer needs to take when creating a content calendar?
Mechelle: The first step a retailer should take is identifying which audience they want to attract—followed by researching to find ways to attract that audience. If possible, work with a social media or brand consultant who can provide sound advice about tips, collaborations and trends for your specific market. The content calendar should cover your social media plans for the next year.
What should a content calendar include?
Mechelle: You should add the conferences and events that you attend. Also, events that you want to hold at your store and contact information for those you want to collaborate with. Include goals, new products launching or featured, and budgets.
How many social media platforms do you recommend retailers focus on at any given time?
Mechelle: I would recommend that retailers start with one and, over time, build to at least two or three. Instagram would be the one to begin with. It is user-friendly and has templates that will help with creating content.
How often should you post content, and how long do you believe it takes to see results?
Mechelle: Start with two days a week and build up to three for posting. The goal is to be visible and to attract people who are followers—and those who aren’t followers yet—at different times of the day. This strategy allows your followers to see you more. It creates a curiosity within them to visit, follow and recommend your store. I also recommend checking your analytics for each platform to discover the peak hours your followers are active to narrow down the best posting times.
– Story by Mechelle Merkerson. You can follow her on Instagram at @momentswithmechelle.
This story first appeared in PCA The Magazine, Volume 4, 2023. To receive a copy of this magazine, you must be a current member of PCA. Join or renew today at premiumcigars.org/membership.