How to Develop a Quarterly Calendar for Your Blog

If you’ve been following our blog for a while, you know we understand and appreciate the value of having a blog on your organization’s website. Not only does it help with search engine optimization (SEO), it also allows you to easily share interesting information with your target audience. It’s a great way to connect with current and potential members without appearing too salesy. If you don’t have a blog on your website yet, our team of designers can help you update your website to include a blog among other professional features.

While many leadership teams are familiar with blogs, few actually understand how to fill them with a continuous stream of useful and engaging content. Failing to plan a blog calendar and strategy can result in an inconsistent series of articles that doesn’t help you attract or retain followers.

Here are some tips to help you learn more about the different types of blog posts, and some suggestions for creating a quarterly calendar.

Exploring Types of Blog Posts

Your organization should typically plan to incorporate various types of blog posts, including:

• Seasonal blog posts: This category comprises topics that occur on a regular basis. You might want to write about different holidays, the Super Bowl, allergy season, or flu shot clinic times. These posts should cover themes and subjects that people are usually interested in only during certain months of the year.
• Evergreen blog posts: When you are creating a list of evergreen topics, you’ll want to think about issues or activities that apply to your target audience any time of year. For example, blog posts about healthy aging tend to perform well and attract attention. As do topics related to managing/saving money and planning for vacation. They are timeless and generally continue to drive traffic to your blog and website for years.
• News and organization updates: Blog posts that fall into this group can really give an organization a chance to shine. It’s a way to promote your team members’ expertise, any successes or awards you’ve received, and special events you have planned. You could also use these posts to spotlight volunteers and recruit new volunteers. This could be your spot for low-key brags about who you are and what your mission is.
• Cornerstone blog posts: A cornerstone blog is a broad, foundational article that links to shorter related articles. For example, if you are trying to attract older adults to your organization, a good cornerstone blog might be a longer article on successful aging. It could reference best diets, fitness programs, finding purpose, and morning meditation. You could then create blogs on each of those topics that link back to your cornerstone post. This type of post might initially seem difficult to develop, but doing so will help you build a solid content strategy for your blog.
• Expert interviews: People often try to educate themselves by turning to the internet. They might be searching for information on topics ranging from how to fix a broken doorknob to where to find a new doctor for an aging parent. Using your in-house expertise and that of your local community, you can add interview-style articles to your blog. This not only helps position your organization as leaders, but also gives you a chance to work with professionals who can raise awareness of your organization.
• Trending topics: This category is more a fun way to add interest to your blog than a strategy to improve long-term SEO. It will give you an opportunity to tag on to hot topics that people are talking about. You’ll just want to make certain you don’t wade into anything controversial, which can often be difficult with trending stories.

So, how can you go about creating a calendar for your blog? We have a few pointers you might find useful.



Tips for Developing a Quarterly Blog Content Calendar

First, decide on how frequently you’d like to post articles to your blog. Be realistic about this. It’s easier to add more topics as you go than to repeatedly fail to meet deadlines. Once you have determined how many monthly articles your team can handle, the next step is to lay out topics for at least one quarter at a time.

A few factors to consider are:

• What in-house expertise do you have? Do you have team members with strong writing skills and others who can edit? Both are key in publishing a quality blog.
• If you are launching or relaunching your blog, it’s helpful to start with a volume of articles, rather than just one. Some organizations have found it works well to create a cornerstone article and a few supporting evergreen articles.
• For those who will only be publishing a few articles a month, it’s usually best to focus on evergreen and seasonal blog posts. Skip trending topics.
• Be consistent in your schedule. That helps readers know when to expect something new from you.

Finally, keep in mind that your social media channels can be a great way to promote blog articles. If you haven’t yet ventured onto Facebook, Instagram, or other platforms, Using Social Media to Promote Your Community Organization has some tips you’ll likely find helpful.