Creating a Marketing and Content Calendar

Event description

You meant to post every week and send a monthly newsletter, and then a busy stretch hit and nothing went out. Or the magazine ad deadline passed while you were still planning the event it was supposed to promote. A marketing plan that lives in your head does not survive a busy season.

This workshop builds a calendar that does. It starts with three questions: who exactly is your customer, what is an hour of your time worth, and who will actually do the work. If the honest answer to the last one is nobody, the calendar is fiction. From a list of 15 channels, from Facebook and TikTok to podcasts and print, the session helps you pick just two or three where your customers spend time. Retail and hospitality examples show what a real calendar looks like, with dated entries, named content, and external deadlines such as print ads and event programs marked with reminders a week ahead.

The session covers where content comes from: existing website material, reviews, press mentions and national days that genuinely fit your business, so a bakery can use Shortbread Day but a plumber should not. It shows how to recycle posts across formats, why email is the audience you own while social platforms only rent you one, and a four-week plan that spreads a newsletter into small weekly tasks. It also covers using AI tools to draft subject lines and treating a blog as your main long-form channel.

You leave with a calendar structure, a short list of channels, and a quarterly review habit that helps you adjust before adding more.