Calendarizing content

(And verbing nouns, but that’s an entirely different topic.)

You may have heard of the acronym WiFLi, which stands for Wider, Faster, Lighter and is used by one manufacturer within the bicycling community.

WiFLi is SRAM’s name for a 2x drivetrain with wide-range cassette. The short cage eTap rear derailleur officially maxes out with a 28-tooth cog; the eTap WiFLi rear derailleur can take up to a 32-tooth cog. This provides lower gears—for higher cadences and easier hill climbing—than a traditional 2x drivetrain, without needing to sign up for a triple-chainring drivetrain.

(Um, has anyone in the bicycling industry heard of benefit statements rather than feature statements? Is the 28-tooth cog missing the wisdom teeth?)

So maybe you’ve heard of bicycling’s WiFLI. But you may not have heard of MY acronym WIFLI, which stands for “when I feel like it.”

For the most part, my blogging at Bredemarket and other places is conducted in a WIFLI fashion. I’ll get an idea, jot down some things about it, sleep on it (sometimes), and then distribute it to the world at the Bredemarket blog and other online locations.

More often than not I DO “feel like it,” so my social outlets don’t necessarily suffer from lack of content. But do my momentary whims lead me to create the RIGHT content?

And this, my friends, is why people suggest content calendars. Although you don’t need to keep them on paper these days.

A calendar from the Petaluma and Santa Rosa Railroad. By Visitor7 – Own work, CC BY-SA 3.0,

Content calendars exist not only to make sure that you’re generating enough content, but that you’re generating the right content.

One of my goals at Bredemarket is to assist general technology customers, so this, my first post under my new Bredemarket content calendar schedule, is supposed to be a technology post. (I can’t post about identity all the time, after all.)

And I chose to write this technology post about content calendar technology.

I think that’s cheating. (If it were identity day, would I have posted an autobiography?)

But there ARE technology issues to consider when creating a content calendar. You can either adapt common tools such as Excel (example) or Trello (example) to create your content calendar, or you can use special-purpose applications such as Agorapulse or DivvyHQ or Loomly or Monday to do it.

As of now, I’m leaning toward the “adapt common tools” route, and the common tool that I adapted was…Google Calendar. I just created an additional calendar, called it “blog/social content calendar,” and marked the days on which I wanted to address different topics. I’m putting notes in the calendar entries as needed to spur my creation, distribution, and so forth.

Perhaps I can get fancy later, but for now this is getting me started. In the future I may iterate toward something more complex, or alternatively I may iterate away from the entire idea of a content calendar altogether.

The important thing is to start, evaluate, and then adjust.

Now I obviously can’t go to clients and tell them that I am an expert at content calendars, with deep knowledge of the topic. But I at least know the questions to ask.

  • What are the important topics that your company wants to address?
  • How will you address those topics? Blogging? LinkedIn? Paper planes flown through potential clients’ open windows?
  • How often do you want to create content?
  • Can you truly create content at that pace?

If you want me to fire a bunch of these and similar questions at you, and possibly to help you create content that aligns with your content calendar, contact me.


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