3 Content Production Strategies
Content Calendar
A content calendar works best for local service businesses with seasonal peaks or time-sensitive offers — like spring pest control, fall HVAC tune-ups, or back-to-school dental checkups.
JHU students can help the business they’re working with by:
● Mapping out promotions or offers for the next 90 days
● Planning around weather cycles, holidays, or peak demand periods
● Scheduling Facebook/Google posts and videos to align with local needs
Examples:
● “Spring Pest Control Special – 25% Off This Week Only!”
● “Storm Season Roof Inspections – Book Before April 15”
These are usually great revenue generators because they rely upon sales and stack upon the power of other channels (TV, radio, in-store, etc).
Topic Wheel
A Topic Wheel is fantastic for building evergreen content that is triggered by user action– lead magnets, autoresponders, inbound marketing efforts, SaaS/recurring products, and software companies. This technique is excellent at building loyalty because it amplifies word of mouth into sales (collecting what customers are saying about you and distributing their words).
Spontaneous Content
Spontaneous content is great for capturing authentic, day-to-day moments—like a team on-site, a happy customer, or breaking news that impacts the community.
This is the easiest place to start because it doesn’t require a structure in advance, can be done by individuals versus teams, and allows you the flexibility to jump on the latest trends.
Examples:
● “Helping a local family with an emergency pest treatment today”
● “Watch us remove this fallen tree after last night’s storm!”
Our Strategy – A Combination of All 3
We believe in a combo of a content calendar, the Topic Wheel, and spontaneous (news + curation) content working together. Most companies do just one of the three models of content production, but you’ll have greater power when you combine all three.
Next Steps
● Based on your audit, prepare a report summarizing your current tracking status and areas for improvement. Submit your report as the deliverable for this module.
● Also, join our main Facebook group to introduce yourself and share your insights