Anthony Tattum, managing director, Big Cat Agency Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Content calendars
Turning a useful tool into a
fundamental asset
By Anthony Tattum
@bigcatagency bigcatagency.com

2. About me
• 90s club promoter to
marcoms agency owner
• 15 staff: digital, creative &
communications services
• Birmingham HQ
• Clients in charity, hospitality
& retail sectors

4. Why you need a content plan
2.5 BILLION USERS ARE CONNECTING ONLINE
• It helps you maintain a consistent voice and presence online
• You can map time-sensitive content ahead of time.
• You’ll take your social marketing out of a silo.
• It serves as a system of record.

5. How to create a content plan
A 7 STEP PROCESS

6. 1. Understand the objectives
• Grow rep, recognition, brand awareness
• Enhance partnerships
• Build fan base
• Grow advocacy
• Increase website traffic
• Increase fundraising

7. 2. What content is working?
• Review your analytics
• Review what competitor content is
performing
• ASK what your audience like to see
from you
• Facebook/Twitter/Instastories all allow
you to do polls

8. • The best times to post on Facebook for non-profits is
Wednesday and Friday at 2pm
• Other notably high engagement times include Monday at
9am, Tuesday at 6pm, Thursday at 10am and noon and
Friday at 9 and 11am.
• The safest times to post are from 9am to 4am on
weekdays.
• Sunday has the least amount of engagement for non-
profits on Facebook.
• Weekends and Mondays see less engagement in the week
for non-profits on Facebook.
3. When should you post?

9. 4. Create your content
Hero
Hub
Help
‘Go Big’ content campaigns
Delivers authority
Awareness & engagement
Regular engaging content
Improves awareness,
Engagement & user experience
DISTRIBUTION
DISCOVERY
Content for people
To search for
Boosts content depth
& site relevancy

10. What type of content?
• Link to your own blogs
• Personality posts – humanise the brand
• Lifestyle content
• Curate content
• Articles to share
• National awareness days / key calendar moments
• Feedly – a tool which pulls pages of interest into one stream
• Switch up the medium – videos, podcasts, articles, images

11. 5. Complete your social media calendar

12. 6. React, monitor and respond
Remember when posting on social media, you need to engage in
conversations with your customers.

13. 7. Evaluate
• Engagement: How many people are connecting with you online?
• Reach: How many people are engaging with your content?
• Conversions: Is your social media content strategy prompting
fundraising?

14. Practice makes perfect