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Day 2: Content Planning & Editorial Calendars with Notion

 

Part 1: Theory

1. What is Content Marketing?

  • Definition: Creating and sharing useful, interesting, and regular online material (text, photos, videos) to attract and engage customers.
  • Main Goal: Help customers solve problems and build trust so they buy from you later.
  • Example:
    • Bad Approach: Posting "Buy my organic tea now for $10!" every single day.
    • Content Marketing Approach: Posting a video showing "5 Health Benefits of Drinking Green Tea Daily," then suggesting your tea brand at the end.

2. The Content Marketing Funnel (ToFu / MoFu / BoFu)

  • Customers go through stages before buying. You must create different content for each stage.
  • Top of Funnel (ToFu) – Awareness Stage:
    • Goal: Get attention from people who do not know your business yet.
    • Focus: Educational, helpful, or entertaining content. No direct selling.
    • Format: Short social posts, infographics, basic blog articles, reels.
    • Example (Bakery): "5 Simple Tips to Store Fresh Bread at Home."
  • Middle of Funnel (MoFu) – Consideration / Evaluation Stage:
    • Goal: Teach interested people how your product helps solve their specific problem.
    • Focus: Detailed comparisons, product guides, downloadable checklists.
    • Format: Detailed blog posts, buying guides, product demo videos.
    • Example (Bakery): "Gluten-Free vs. Sourdough: Which Bread is Right for Your Health?"
  • Bottom of Funnel (BoFu) – Decision / Purchase Stage:
    • Goal: Turn leads into paying customers.
    • Focus: Proof of quality, special offers, customer reviews.
    • Format: Customer testimonials, discount coupons, free trials, pricing pages.
    • Example (Bakery): "Get 20% Off Your First Fresh Sourdough Order + Read 50+ Customer Reviews."

3. What is an Editorial Calendar?

  • Definition: A planned schedule showing what content you will create, where you will post it, and when.
  • Why You Need It:
    • Stops you from stressing about "what to post today".
    • Keeps your branding and content consistent across multiple platforms.
    • Ensures a good mix of ToFu, MoFu, and BoFu content.
  • Example: Planning on Monday to publish a blog on Wednesday and a Facebook post on Friday.
    ///

Part 2: Practical

Step 1: Set Up Your Free Notion Workspace

  1. Go to Notion.so and sign up for a free account.
  2. Click Add a Page on the left menu bar.
  3. Title the page: [Company Name] - Content Marketing Workspace.
  4. Click Empty page to start blank.

Step 2: Create a Content Calendar Database

  1. Type /database on your new page and select Database - Inline.
  2. Change the view layout to Board or Table.
  3. Create the following required columns (Properties):
  • Title (Title property): Name of the content item.
  • Platform (Select property): Where it will be published.
    • Options: Blog, Facebook, Instagram, LinkedIn, TikTok.
  • Content Type (Select property): The format used.
    • Options: Blog Post, Carousel, Short Video, Image Graphic, Customer Review.
  • Funnel Stage (Select property): Where it fits in the buyer journey.
    • Options: ToFu (Awareness), MoFu (Consideration), BoFu (Decision).
  • Target Persona (Text or Select property): Who you are writing for (e.g., Busy Student, Small Business Owner).
  • Publishing Date (Date property): The planned date and time to post.
  • Status (Status property): Current progress.
    • Options: Idea, Writing, In Review, Scheduled, Published.
      ///

Step 3: Populate 3 Practice Content Items

  • Create 3 distinct entries in their Notion database representing each stage of the content funnel.
  • Item 1 (ToFu Entry):
    • Title: 5 Ways to Keep Your Laptop Fast
    • Platform: Blog / Facebook
    • Content Type: Blog Post / Listicle
    • Funnel Stage: ToFu (Awareness)
    • Status: Idea
  • Item 2 (MoFu Entry):
    • Title: Laptop Repair vs. Buying New: What Costs Less?
    • Platform: Blog / LinkedIn
    • Content Type: Comparison Article
    • Funnel Stage: MoFu (Consideration)
    • Status: Writing
  • Item 3 (BoFu Entry):
    • Title: Get 15% Off Your First Laptop Service This Week
    • Platform: Facebook / Instagram
    • Content Type: Promotional Graphic
    • Funnel Stage: BoFu (Decision)
    • Status: Scheduled

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