It&#8217;s widely known that content marketing has the potential to attract a significant number of customers at a fraction of the cost. However, with hundreds of thousands of websites producing content for their blogs, podcasts, YouTube channels, and social media accounts, it has become increasingly challenging to stand out. According to some estimates, over 3 million blog posts are published every single day.
To differentiate yourself from the competition, it&#8217;s not enough to simply <a href="https://sonary.com/content/why-producing-high-quality-content-matters-for-your-business/">create high-quality content</a>; you must also deliver it on a consistent basis. So, how can you balance the demands of growing your business with the need to publish content regularly? The solution is straightforward: use a content calendar to plan your publishing schedule weeks or even months in advance. This guide will teach you how to develop a content calendar from scratch, enabling you to stay ahead of the game.
<blockquote>
A Content Calendar helps content creators plan, organize, develop, and schedule content in advance. 
</blockquote>
<h2>What is a content calendar?</h2>
A content calendar also referred to as an editorial calendar, is a useful tool that enables content creators to plan, create, and schedule content for owned channels (such as company blogs) and third-party channels (such as Facebook, Twitter, and Instagram) weeks, months, or even days in advance.
The primary objective of a content calendar is to streamline your workload and ensure that you can produce high-quality content regularly. Besides setting publication dates, it also helps to track authors, themes, and promotional strategies, and maintain product quality. A well-designed content calendar should cover three types of content.
<h3>The three types of content </h3>
<ul>
	<li>Regular content </li>
</ul>
Regular content refers to the pieces you produce most often. They relate to your business in a broad sense and can cover multiple topics. For example, if you have a fashion brand, you can create a blog that talks about how to wear dress shirts, what to wear in the spring, how to look good in leather, etc. While they’re all related, each piece stands on its own and can be in a variety of formats.
<ul>
	<li>Themed content series </li>
</ul>
Themed content can be a great way to engage an audience over the long term. These are pieces that have a specific theme and follow the same format. People tune in for the series because they know what to expect and find the content or format interesting. For example, a fashion brand could make a weekly video series titled “wardrobe essentials.” Each weekly video shows viewers how to make the most of simple pieces of clothing.
<ul>
	<li>Once-off content </li>
</ul>
This particular type of content is not produced frequently and is generally harder to develop. It centers around a significant issue or topic of interest to many individuals in your ideal audience. For example, a fashion brand may produce an eBook on &#8220;developing a classic style,&#8221; while a marketing agency may produce an annual report related to their field. All three forms of content are essential, and a content calendar can assist you in arranging and generating them.
<blockquote>
A good content calendar includes various topics, has a publishing frequency, establishes the content format, assigns the right platform to be posted.
</blockquote>
<h2>What to include in your content calendar</h2>
Let’s look at the information you’ll include alongside each type of content you add to your calendar. Keep in mind that the way you present the information will be based on the tool you use which is discussed in the next section.
<ul>
	<li>Topics </li>
</ul>
Your content calendar&#8217;s list of topics should continue to expand, and having a substantial backlog of topics is beneficial. Set aside time at least once a month to add more general pieces and thematic content series to your calendar. This way, you can avoid missing deadlines due to a lack of ideas. Instead, you can select a topic from the backlog and assign a deadline.
However, don&#8217;t just stop at creating a backlog of topics. Consider elaborating on the topic by adding a perspective or outlining the article&#8217;s focus. This will ensure that your content maintains a consistent level of quality and point of view. Write a brief paragraph or two summarizing the primary idea or providing a basic outline of the piece.
<ul>
	<li>Publishing frequency</li>
</ul>
One of the main reasons organizations create content calendars is to establish and stick to a regular publishing cadence. Since everything is planned out, creating pieces well in advance is easier. For each type of content outlined in the previous section, you want to decide how often you’ll produce it. Once decided, arrange the topics by order of preference. If you’re using a calendar to arrange your content calendar then you can assign a due date to it now.  
<ul>
	<li>Content Format </li>
</ul>
Each content format has its own pros and cons. For example, the written content is easier to create, but it’s not as engaging as video content. Video content is more difficult but it’s easier to hold the attention of your audience once you get the hang of it. Audio content has less competition than video and written content, but it also requires a different skill set to create. 
For each topic you add to your content calendar, you should also have a clear idea of the format you’ll use initially. You may also want to add notes about how the content can be repurposed over time. 
<ul>
	<li>Platform created for </li>
</ul>
Each piece should have a clear home right from the beginning. Make a note that explains where the piece should be published once created. For example, you may create a video that’s for YouTube and one more that’s only embedded on <a href="/website-builders/">your website</a>. Remember that not all website builders give you the ability to insert the HTML required for a video embed. Choose a tool like <a href="/b/hostgator/hostgator+website-builders/">Hostgator</a> which you can be sure integrates with the major video players. 
<ul>
	<li>General guidelines </li>
</ul>
Every content producer should have all the information they need to start creating content right at their fingertips. Add a section in your content calendar that shows them how to access all relevant material related to their work. This includes but is not limited to: 
<ul>
	<li style="font-weight: 400;">Stock photo libraries</li>
	<li style="font-weight: 400;">Written content guidelines</li>
	<li style="font-weight: 400;">Brand voice guide or brand style guide </li>
	<li style="font-weight: 400;">Workflow diagrams and explanations (for example a breakdown or checklist of the company editorial process) etc. </li>
</ul>
The general guidelines will look different for each brand but do your best to include everything you think people will need. An optional element to include is the person responsible for each topic. If you do assign topics immediately, avoid scheduling anyone too far in the future because things can change at any time. 
<h2>Choosing the right tool to organize your calendar</h2>
There are multiple ways to arrange a content calendar, and, in the end, the one you choose will depend on what works best for you and your team. Generally speaking, there are three accepted methods.
<ul>
	<li>Kanban Board </li>
</ul>
When using a Kanban board to arrange your content calendar, the emphasis will be on the workflow instead of the due date. You may create columns labeled content resources, ideas, up next, in progress, draft complete, editing, passed editing, design, and schedule. Here the due date is less important as long as something is in the design or scheduled phases. Kanban boards tend to give people more control over what they work on. 
<ul>
	<li>Digital calendar</li>
</ul>
A digital calendar shifts the focus from the individual steps associated with creating content to the timeline. If you use this tool to organize your content calendar then you’ll immediately assign a due date to each topic. The challenge here is making sure people follow the right steps for producing high-quality content. Within each calendar entry, you can link to a checklist they should follow so everything is done properly. Many calendars can be embedded directly onto a platform like <a href="/b/wix-com/wix+website-builders/">Wix</a> or <a href="/b/squarespace/squarespace+website-builders/">Squarespace</a> so you just need to share the URL with your team. 
<ul>
	<li>Spreadsheet</li>
</ul>
Out of all the tools mentioned here, the most adaptable one is the spreadsheet. With it, you can produce numerous columns, rows, and sheets for your team to collaborate with. You can categorize content by date, assignee, and even the associated campaign. To monitor the project&#8217;s progress, you can utilize dropdown lists with labels like &#8220;in progress,&#8221; &#8220;draft complete,&#8221; &#8220;editing,&#8221; etc. Additionally, when using a tool like Google Sheets, it&#8217;s free of charge.
<h2>Conclusion </h2>
A content calendar serves as a single source of truth when it comes to your content production. It helps you stay organized, get ahead of the curve, and deliver a consistently high-quality product. Keep in mind that the content calendar you choose today may not be the one you use a year from now and that’s alright. It’s more important that you’re organized and producing content your audience loves.

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The eCommerce industry is growing at a rapid pace which is creating opportunities that didn’t exist before. Brands are launching and growing to millions of dollars of revenue in a short time. In some cases, they reach heady milestones in months.
With this increase in opportunity and proliferation of brands, there’s also an increase in competition. Consumers who have more choices are less forgiving of any mistake you make. It’s easier than ever to start a <a href="https://sonary.com/content/what-is-ux-design-understanding-user-experience-meaning-and-the-ux-design-process/">beautifully designed eCommerce store</a> but harder to attract customers. The right eCommerce optimization strategies are no longer optional.
In this guide, you’ll get a first-hand look at different strategies you can employ. You’ll also learn when and how to use them for maximum impact so you can remain competitive in a growing industry.
<h2>1. Product Imagery</h2>
The right product imagery is an essential part of optimizing your eCommerce store. People are unable to hold, smell, or otherwise interact with a physical product before buying it online. If your imagery doesn’t convey the right information then you’re at a disadvantage.
Everyone seems to know on some level that imagery is important but it’s more than just taking pictures against a white background. Consider using images of the item on the standard background so people can understand how it looks but also include images on models or in its natural setting.
With this understanding, a shirt would be on a model while a knife would be in a kitchen. In addition to this, you can take images of your products being used by real customers. For example, you can pair one of your blouses with different bottoms like skirts, jeans, and pants to illustrate its versatility.
Videos that share the lifestyle associated with a product also work wonders for conversions. Make a short video that shows the kind of people that buy your product and how they use it on a daily basis. The video doesn’t have to be long – 60 seconds or less is enough.
A final suggestion is to add a zoom and rotate function to the product image. The zoom will allow people to get a better idea of the materials and minute details of the product. The 360-degree rotation will let them view the product from different angles.
<blockquote>
Effective product descriptions build a narrative of what the product is, who it’s for, and why it exists.
</blockquote>
<h2>2. Product descriptions</h2>
Product descriptions are often created as an afterthought because an image commands most of the attention. When people are satisfied with what a product looks like, they’ll focus on the description. Of course, how much emphasis is placed on the product image varies based on the type of product you sell. It’s a mistake to downplay the description because that’s where people will get the information they need to justify a final decision.
This is where you discuss things like the dimensions, the weight, or even describe the texture of the product. Beyond the physical specs of an item, effective product descriptions build a narrative of what the product is, who it’s for, and why it even exists. It gets people excited and they’re often willing to pay a premium if they relate to this narrative.
Brands like Patagonia have mastered this narrative art. Its clothing isn’t just something to keep you warm. Each piece has been meticulously crafted from cruelty-free raw materials, helps support various charities, and carries the hopes of a generation. The overall company branding helps with this, but it’s the product description that drives these points home. If you’d like to take advantage of the narrative product description style, consider using a tool like <a href="/b/site123/site123+ecommerce/">SITE123</a> or <a href="/b/square/square-online+ecommerce/">Square Online</a>. These tools don’t limit you to an arbitrary product description length.
<blockquote>
Up to 30% of Amazon&#8217;s revenue comes from targeted recommendations.
</blockquote>
<h2>3. Targeted recommendations</h2>
Most people have used Amazon to buy or at least search for a product. The website isn’t particularly good looking but it does what <a href="https://sonary.com/ecommerce/">most eCommerce store</a> owners can only dream of. It converts a huge number of visitors into customers. This is due in part to its brand, but up to 30% of its revenue comes from targeted recommendations.
These recommendations are within the boxes labeled ‘people also viewed’ or ‘frequently bought together’ Effective product recommendations don’t need to use complicated tracking to produce the desired action. In fact, the best product recommendations are built between natural synergies in products.
If someone is looking at an MP3 player, recommending headphones is natural. If they’re looking at a clutch bag then recommending a matching bracelet makes sense.
Start by identifying your most popular products. If you have a large catalog, focus on the top few items. Next, consider what kind of products people buy at the same time or that would pair naturally with the product someone is viewing. Group them together and repeat the process for all your popular items.
Once you have the groupings sorted out, create a ‘people also bought,’ ‘works well together,’ ‘customers also viewed,’ section on your product page. This will draw the attention of motivated buyers and funnel them to products that work well together. Your conversion rate will increase and so will your average order value. A tool like <a href="/b/bigcommerce-holdings/bigcommerce+website-builders/">Bigcommerce</a> will make this possible without additional effort.
<blockquote>
Cart abandonment is estimated at as high as 70%.
</blockquote>
<h2>4. Checkout pages</h2>
Some estimates put cart abandonment as high as 70%. That means well over half of the people that initiate the process of buying a product from you don’t complete it. That’s unheard of in physical retail but is the reality of eCommerce.
There are many reasons for cart abandonment, and some of them are out of your control. The good news is that many of the cart abandonment factors are within your control and can be mitigated with a well-designed checkout page. Here are a few recommendations to implement:
<h3>Guest checkout</h3>
When someone buys from you for the first time they’re essentially testing out your service. They may never come back so forcing them to create an account creates a major obstacle. Instead of requiring them to create an account offer it as an option alongside guest checkout.
<h3>Single-page checkout</h3>
Oftentimes, people are interested in finding out how much everything will cost them including tax and shipping. That information is usually unavailable when there are multiple steps in the checkout process. They’ll go through the motions of checkout only to abandon the cart when the costs exceed their expectations. A single-page checkout shows the price of everything upfront so if it’s too expensive your visitor never initiates the checkout.
<h3>Visible trust seals and social proof</h3>
The internet is full of unscrupulous websites. People have learned to be wary and look out for certain things unconsciously. You can utilize this to your advantage by displaying trust seals like padlocks, the logo of your security provider, etc. right on the checkout page.
Additionally, you can show <a href="/content/simple-ways-to-get-actionable-customer-feedback/">testimonials or reviews</a> at the point of checkout. Try to include the faces of people leaving the review so it’s clear that it came from a real person. Together, these factors will ease some of the skepticism and give customers the confidence to complete their purchase. 
<blockquote>
Boost conversions instantly by showing when stock levels are running low.
</blockquote>
<h2>5. Stock alerts call-outs</h2>
A simple and effective strategy to boost conversions almost instantly is to show when your stock levels are running low. If it’s an item they were previously on the fence about then it’ll be the nudge that pushes them to buy.
You can choose to show the exact number of items left in stock or you can show a general notification that you’re running low. It’s a good idea to test each approach to see which one gets you the best results. Make sure the notification is visible on your category pages and the product page. You can even create a separate section on category pages that highlight items that are almost out of stock to ensure people see them.
<h2>Conclusion</h2>
The eCommerce industry is growing rapidly and shows no obvious signs of slowing down. This is a good thing for brands that can optimize their websites in a way that appeals to visitors. In this guide, you’ve learned five effective ways to boost conversions every time someone lands on your eCommerce store.
Don’t try to implement them all at once. That may cause more harm than good. Instead, focus on the ones you think can have the most impact right now then slowly roll out the rest of the strategies mentioned here.

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Daniel is a small business owner at large helping his peers navigate the challenges they experience on a day to day basis. His philosophy is simple, if it isn’t broken you can still make it better.

Daniel Ndukwu