content planning

How I chose the speakers for #2020 Sorted

If you’re thinking of coming along to my annual content planning masterclass #2020 Sorted you may want to know more about the speakers – and how I chose them.

A quick bit of background: #2020 Sorted is a live content planning masterclass that will walk you through the steps you need to create a year-long content plan for your business.

It’s specifically designed for coaches, creatives and entrepreneurs who want to publish consistent content but get easily distracted and overwhelmed (it takes one to know one!).

Included with your ticket will be your 2020 Media Diary, packed full of awareness days and key dates you can use to plan out your content across the year. No more trawling the web for inspiration for blog articles, social media updates or ideas for your email marketing.

Day 1 is all about inspiration. We’ll start by going deep on what kind of content you should be creating for your business - so you can maximise your time, get more engagement and, ultimately, make more sales.

On Day 2, we’ll create your content plan for 2020. I’ll break it down step-by-step: annual, quarterly, weekly and daily, so it feels manageable. You’ll leave full of ideas for your content in 2020 and (if you follow all the steps) with a full-on content plan for 2020.

During the two-day event, you’ll hear from some of the world’s leading content marketing experts. You’ll also hear from six inspiring content creators who are making their mark on a specific platform, including Instagram, Twitter, LinkedIn & Facebook (and they're all current or former clients and/or members of my team).  There’s no fluff at a Janet Murray event (you can find out more about what you can expect at a Janet Murray event here). All of our speakers will share practical advice you can apply in your business straight away. 

Headline speakers 

Janet Murray (that’s me)

I’m a content marketing expert, author and international speaker who has managed to build a multiple six-figure business with multiple streams of income (including a membership community, online courses and books/publications) - despite being one of the most disorganised people on the planet.

Over the past few years I’ve published hundreds of podcast episodes and blog posts - but never missed a deadline. I put my unlikely success down to creating easy-to-follow systems and processes for content planning (that work for people with low attention-spans like me). And that’s exactly what I’ll share with you live, in the class.

I’m also the creator of the Media Diary - an A4 desk diary you can use to plan out your content for the coming year. It’s jam-packed with key dates and awareness days that will ensure you never run out of content ideas again. And if you come along to #2020 Sorted, you’ll be one of the first to get your hands on my 2020 Social Media Diary and Planner. 

Natalie Lue

Natalie Lue is the founder of Baggage Reclaim - an online resource that helps people clear their emotional baggage and increase their self-worth. Over the past decade, she has built a profitable business selling digital products including books, courses, events and a membership community. I first ‘met’ Natalie back when I invited her to be a guest on podcast having stumbled across her blog online and we’ve stayed in touch ever since. She’ll be talking about how to create blog content that will help you make sales in your business. 

Listen to my podcast episode with Natalie Lue on how to turn your blog into a business

Bella Vasta

Bella Vasta is an authority on building Facebook groups and the host of a long-standing podcast: Bella In Your Business. Bella specialises in helping pet business owners scale their business (having founded her own award-winning pet sitting business) but  is brilliant on all aspects of content marketing. She also speaks all over the world about online business and marketing. I first met Bella in a bar in San Diego at Social Media Marketing World (she spoke there in 2019 and is due to speak there again in 2020). But it was hearing her interview with Michael Stelzner on the Social Media Marketing podcast that made me invite her to speak at #2020 Sorted. She’ll be speaking about what kind of content you should be creating in 2020 to build your online community. She’s travelling all the way from Phoenix, Arizona to speak at #2020Sorted, so I hope you’ll make her welcome.

Listen to my podcast interview with Bella Vasta on how to turn your Facebook group from ghost town to garden party. 

Rob and Kennedy 

Rob (a hypnotist) and Kennedy (a mind reader) teach other entertainers how to get fully booked. They’re also the founders of Response Suite - an online tool that helps you make more sales from every single email subscriber (which means you don’t need a massive list to make decent cash). I first met Kennedy on LinkedIn, after he snared me with his awesome social stalking strategy, introduced me to Rob and persuaded me to give Response Suite a go. These guys will be helping you plan engaging email content that will help you generate more income in your business in 2021. 

Listen to my podcast episode with Rob and Kennedy on: how to use surveys to increase your online sales. 

Andrew and Pete 

I first met Andrew and Pete at a Seth Godin event in London a few years’ back. Since then, I’ve shared a stage with them at numerous events including CMA Live & Social Day and they’ve become two of my favourite business besties. Andrew and Pete have spoken all over the world about content marketing, including Social Media Marketing World, Content Marketing World and the Youpreneur Summit. They have a talent for creating entertaining content that looks spontaneous and off-the-cuff but is actually highly-planned and polished. They are also tremendous fun, so I can’t wait for you to meet them. 

Spotlight Speakers 

With the exception of Hannah Otto (who used to be part of my content creation team), all of the spotlight speakers are current/former members of my Build Your Audience membership programme (formerly the Love Marketing membership). 

Janine Coombes

Janine helps small businesses with their marketing. Over the past year or so, Janine has built a loyal online following by creating engaging video content on LinkedIn. She’ll be talking about how focusing on ONE social media platform could be the key to your business success in 2020. 

Jennifer Hamley

When luxury handbag company founder Jennifer Hamley hit rock bottom in her business, she came up with an innovative rescue plan: hosting a Facebook live sale. Not only did she generate £12k in just seven days, she discovered a fun way to promote her business. She’ll be sharing her tips on hosting Facebook Live sales in your business in 2020 and beyond (and yes it’s not just for product-based business). 

Sarah Mulcare

Former management consultant Sarah Mulcare helps businesses and brands generate leads and sales through Facebook messenger chatbots. She’ll be talking about why you should consider using chatbots in your marketing in 2020 (plus how to get started).

Hannah Otto 

When Hannah Otto bought a house that needed renovation, she decided to document her journey on a blog and on Instagram. Two years on, she’s heading for 9k followers on Instagram and generating income from working with household brands...all while bringing up small children and, in her own words, attempting to ‘wife a husband’. She’ll be sharing her wisdom on growing your following on Instagram (including what to post, when to post, how to use hashtags, making the most of Instagram Stories) and tons of other useful stuff).

Catherine Gladwyn 

Over the past 18 months, Virtual Assistant Catherine Gladwyn has taken her email list from zero to 1k. This has enabled her to sell hundreds of copies of her book How To be a VA, launch a membership community and 4x her income. She’ll be sharing the strategies she used to get her first 1k email subscribers. 

Kerry Jordan

In 2017, Kerry Jordan attended my content planning masterclass. As she was looking at the awareness days in my Media Diary, she found herself wondering if she could set up her own. So that’s exactly what she did. For the past two years, #nationaldogphotographyday has trended on Twitter. She’ll be sharing her advice on how you can set up an awareness day of your own (and how it could help your business).

Want to attend my annual content planning masterclass #2020 Sorted on 14 and 15 November 2019? You can book your ticket here. 

How to increase your LinkedIn views

Want to attract more leads and sales on LinkedIn?

You need to create engaging content.

The kind of content that makes your ideal clients and customers want to visit your profile and find out more about what you do.

Read on to find out more about how to increase your LinkedIn views - in just five easy steps.

1. Publish posts and articles

First off, make sure you’re clear on the difference between posts and articles.

Posts are the short (up to 1300 characters) status updates shown in the LinkedIn home feed.

Articles are long-form pieces of writing (up to 100K characters) that are LinkedIn’s equivalent of blog posts.

I believe you should be publishing both posts and articles. This is because LinkedIn counts views differently for posts and articles.

With posts, a view is counted every time a post is presented in someone’s home feed. This means the content might not have been read – it was just shown to them.

Article views are counted only when someone actually clicks through to an article. So although your views might be lower for articles than posts, the fact someone has taken the trouble to click through to your article (from a link you’ve provided in a LinkedIn post, email, Google search or other social media platform, for example) means they are probably a hotter lead than someone who simply sees your post.

If you are a coach/consultant, articles are also a great way to demonstrate your authority and expertise. It’s easy to claim you’re an expert in a given topic on your LinkedIn profile. It’s far more challenging to show you are an expert through your content. This is why publishing valuable content - that solves your ideal clients’ problems -  will instantly makes you stand out from your competitors.

As with any social media platform, however, the real measure of success is engagement. So you may find comments - rather than views - are a better indicator of the success of your content.

I recommend posting at least one article a month and two to three posts a week (more if you want to grow quicker). 

Learn more about how to create 52 weeks of content for LinkedIn here.

2. Write text-only posts (but make them visually appealing)

In the 18 months or so I’ve been active on LinkedIn, I’ve found that text-only posts outperform every other content format.

However, I’ve also found that repeating the same type of content can result in a drop-off in engagement, which is why I mix things up with image and video posts. 

I’ve also found that making text-only posts visually appealing - by adding emojis and bullet points, for example -  increases engagement .

3. Create engaging LinkedIn posts

It sounds obvious, but the best way to get more views on your content is create engaging content that people actually care about.

I’ve experimented with lots of different styles of LinkedIn posts but these four styles of post generally get the most engagement.

The review post

This is where you ‘review’ an experience that allows you to show your ideal clients how you could help them. Tag others in who have been part of the experience and you’ll almost certainly get more views on your post.

For example, I recently created this post on my speaking engagements in 2019, tagging in other speakers/event organisers who have been part of my journey.

At the end of the post I mentioned that I was running a masterclass on how to get booked to speak on big stages in 2019 which lead to a number of enquiries via DM.

Bonus tip: Tagging people can be a great way to get engagement on any type of LinkedIn post (I recommend aiming to tag five people in every post). Just don’t overdo it. Only tag in people you think will genuinely have something to contribute (even if it’s just a ‘thanks for including me’) and try to mix things up, so you’re not tagging the same people in all the time.

The ‘gratitude post’

This is where you reflect on a positive experience that allows you to show your ideal clients how you could help them. This could be a recent speaking gig, a workshop you’ve run, a project you’ve been working on….the possibilities are endless.Tag others in who have been part of the experience and you’ll almost certainly get more views on your post.

For example, I recently created this post about the launch of the Media Diary Owners' Club - the LinkedIn edition - which attracted 10,000 views in a matter of hours.  I posted a link to the club in the comments and made a number of sales as a result.

The ‘behind-the-scenes’ post

This is where you show behind-the-scenes of your business in some way. If you run a floristry business, you could share video of you making up a special bouquet. If you run live events, you could share pictures or videos of you/your team setting up for the event. If you have an information product share a sneak peek of the content and/or get your audience involved in the creative process.

This is exactly what I did ahead of the launch of the Media Diary Owners' Club - the LinkedIn Edition - attracting 42 comments and a number of enquiries before it was even on sale. 

You may feel as if you’re getting less views on visual/image-based post but that doesn’t necessarily mean your ideal clients aren’t engaging. Every time I share a video of the inside of my 2019 Media Diary, I always make sales. 

The ‘grenade’ post

This is when you post about a topic you know people will have strong opinions about and/or will divide people. For example, I recently posted about why I believe paying attention to your personal image is vital if you want to get booked as a speaker. Not everyone agreed with me, but it lead to a number of enquiries from coaches/consultants who are perfect for my one-day masterclass on how to get booked as a speaker.

Grenade posts are not for the faint-hearted but they are definitely very effective - and consistently trump the engagement I get for any other kind of posts.

My advice would be to use them sparingly - no more than a few times a month - and mix them up with the less controversial style of post I’ve shared above.

Bonus tip: Make it as easy as possible for people to engage with your content - by asking closed questions and offering choice where possible. 

4. Use LinkedIn’s native video

If you share video on LinkedIn, upload it directly to LinkedIn rather than pasting a link to YouTube or another video site.

This is because the LinkedIn algorithm favours content that keeps users on the platform over content that sends them elsewhere.

Remember that most people will be watching your video on a mobile device with the sound turned down/off. This is why it pays to add captions.

I recommend using Rev.com, which creates video captions for $1/minute. This generates an .srt file, you can upload directly to LinkedIn (look for the pen icon in the top-right corner) which will add captions to your video.

Personally I find using .srt files to generate captions on both Facebook and LinkedIn can be a bit hit and miss i.e. sometimes it works, sometimes it doesn’t. This is why prefer to add permanent captions to my videos using a service like Kapwing. This also allows me to easily repurpose my videos on other social media platforms.

Bonus tip: if you do want to share external links, post them in the comments, as this doesn’t seem to have a negative effect on the algorithm.

5. Give back to the LinkedIn community

If you’re trying to increase your views on LinkedIn, you may think you need to focus solely on what’s happening on your own feed.

Liking and commenting on your ideal clients’ feeds is a great way to encourage others to check out your content (if you’re adding value on other feeds, people won’t be able to resist checking you out).

A good rule of thumb - particularly when you’re just starting to grow your audience on LinkedIn - is to comment on ten other peoples’ feeds before you post on your own.

And don’t forget to respond to everyone who comments on your own posts. LinkedIn tends to favour comments made in the first hour after posting - so try to ensure you’re available then to respond to any early commenters.

But there’s no need to respond to all the comments at once. In fact, popping back to respond to comments at three to four hour intervals can be a much better strategy. This reminds the LinkedIn algorithm that your post is engaging - upping the chances of it being shown to more people.

Bonus tip: Once a post is starting to gain momentum, tagging in other LinkedIn users in the comments can be a great way to give it a longer shelf life. Just bear in mind the guidelines I shared on tagging in point 3.

Create 52 Weeks Of Content For Your LinkedIn Business Account (in just a few hours)

Do you find it hard to think of creative content ideas for LinkedIn and stick to a content plan for more than a few weeks at a time?

It all starts with content planning and that’s exactly what the 2019 Media Diary is designed to help you do. It’s an A4 desk diary that includes hundreds of awareness dates and key dates to help you plan your media content for 2019. There’s also useful planning tools to help you with annual, quarterly, monthly and weekly planning (and save you tons of time in the process).

Invest in the 2019 Media Diary and, not only will you save time and money on your content planning and creation, you’ll never run out of ideas again. If you need more accountability and support to ensure you actually stick to your content plan, you can join the Media Diary Owners’ Club - the LinkedIn Edition.

With that in mind, here’s a step-by-step guide to planning 52 weeks of content using the 2019 Media Diary.


1.Block out time for your content planning

First things first, set aside some dedicated time for your content planning. If you can, go off site. Find a cafe you like to work in – your favourite cafe, a quiet hotel foyer - anywhere where you can focus on this task uninterrupted. You’ll be amazed how much you can get done when there are no distractions.

2. Create your annual content plan

With the diary in front of you, think about the key things that are happening in your business in each quarter of the year. Are you attending or speaking at any events or industry conferences? Are you launching a new coaching programme or consultancy offer?

Aim to list at least three key things for each quarter.

Timesaving tip: There is a planning sheet on page 10 of the diary to help with this. If you’re in the Media Diary Owners' Club - the LinkedIn Edition - perfect if you want some extra training, support and accountability to help you make the most of your diary – it’s also available as a printable.

Once you've written down what you're going to be doing each quarter, see if you can find two or three awareness days/key dates in the diary you can use to inspire content ideas.

For example, if you’re a relationship coach you might plan some timely content around World Marriage Day (February). As a diversity consultant you could plan content around Disabled Access Day (March) or Global Accessibility Awareness Day (May). If you work as a coach or consultant in the science/technology sector, British Science Week (March) or International Women in Engineering Day (June) could spark some interesting content ideas.

Don’t make the mistake of thinking some of the dates in the diary aren’t ‘serious’ enough for your business. With a bit of creative thinking, it’s entirely possible to make them work for you. For example, museums expert and parenting blogger Jenni Fuchs turned Hedgehog Day into a round-up of hedgehog picture books for children - which turned out to be one of her most popular posts that month. Read: how to double your web traffic in 10 easy steps.

In this phase of your content planning, it’s important not to overthink things. There’s no commitment; just because you write something down doesn’t mean you have to do it.

Some media diary owners tell me they struggle with this first task because they don’t know what they’re going to be doing in their business in 2019. If this is the case, you have a business problem not a content problem. This means you'll need to plan what’s happening in your business in each quarter before you move onto your content planning.

Others say they fear writing anything down in case their business plans change in the future. Again, it’s important not to overthink this. You’ll always have to factor in change in any business and it’s much less time consuming  to tweak a plan you’ve already worked on than to start from scratch. My best advice? Just apply your best thinking right now.

3.Create your quarterly content plan

Once you've created your annual content plan, you can move onto your quarterly content planning.

To make life easy for yourself in 2019, I suggest you create one key piece of content a week and repurpose it into multiple pieces of content (more on how to do this later). Ideally you’ll do this on your own website (as a blog/vlog, podcast, infographic) and repost it on LinkedIn. This shouldn’t negatively affect your ranking in Google (posting duplicate content sometimes can have this affect) - but it’s best to leave a couple of weeks between posting an article on your website and on LinkedIn.

This means you only need to come up with a list of 12 ideas for each quarter - ideas that complement the key business activities and dates you’ve already identified in your annual content plan. Simple when you put it like that, right?

If you don’t yet have a blog on your website, a well thought-out weekly article on LinkedIn - supported by two or three posts promoting your article - could help you generate leads and sales for your business.

Want to see an example of someone who is doing this really well on LinkedIn? Check out the technical copywriter John Espirian. He publishes regular LinkedIn articles and posts that answer his prospective customer/clients questions, including:

How to create LinkedIn document posts

LinkedIn view counts explained

LinkedIn Quickstart Guide 

Here’s two methods you can use to create your list of 12 ideas (or you can combine the two).

Method 1: Base content around your customers’ questions - Start by making a list of 12 questions your customers ask you regularly - both generic questions and specific ones about your product/service. Then look to answer these questions through your chosen content form.

For example, my prospective customers often ask me questions like this about content planning.

  • Why do I need a content plan?
  • How often should I be publishing new content?
  • What kind of content should I be creating for my business?
  • What are the biggest mistakes people make with content planning?
  • How far ahead should I be planning my content?
  • Is it ok just to post content on LinkedIn? Or should I be active elsewhere?

There’s six content ideas right there.

They also ask me quite specific questions about the 2019 Media Diary:

  • What are benefits of buying the 2019 Media Diary?
  • What’s the difference between the Media Diary Owners’ Club and the Media Diary Owners Club - the LinkedIn Edition?
  • Can I see inside the 2019 Media Diary?
  • I am a coach/consultant. Will the 2019 Media Diary work for me?
  • Is the 2019 Media Diary suitable for business owners based outside the UK?
  • I bought last year’s media diary but I didn’t use it. Should I buy it again?

There’s another six content ideas - some of which I’ve already turned into blog posts.

Six compelling reasons to buy the 2019 Media Diary

Common concerns about the 2019 Media Diary

Read this if you bought the 2018 media diary (and didn’t use it as much as you hoped)

Method 2: Create content for each stage of your customer journey

The digital marketing expert Dan Knowlton talks about the need to create three types of content designed to attract customers at each stage of the buying journey. These are:

  1. Awareness content
  2. Consideration content
  3. Purchase content.

For example, my podcast episodes tend to address a specific problem listeners are experiencing e.g. how to get more engagement on LinkedIn or how to create a content strategy This is awareness content - because it’s raising awareness of the problem and how I might be able to help.

I wrote a blog post about my content planning toolkit - 2019 Sorted, called Six Compelling Reasons to Invest in 2019 Sorted. This is an example of consideration content as I’m addressing prospective customers’ concerns and helping them make a buying decision.

An example of purchase content would be this video I created showing you around the 2019 Media Diary and introducing The Media Diary Owners’ Club - the LinkedIn Edition.

There are no hard and fast rules about how much of each type of content you should create - it really depends on what you’re selling and when. For example, if you’re launch a new service in February it makes sense to focus on awareness content in January and create more consideration and purchase content in the weeks leading up to (and during) the launch.

I’ve now shared two possible approaches to creating a list of 12 content ideas for each quarter of the year. If you're part of the Media Diary Owners’ Club - the LinkedIn Edition there are printables and proformas to help you do this.

Pro Tip: Most people struggle to plan content in great detail beyond 90 days, so put a date in your diary to plan for the next 90 days. Just being able to look across the first 90 days will really take the pressure off.



4. Create your weekly content plan

With your quarterly plan complete, you’re ready to create weekly content plans for your LinkedIn content.

This is where content repurposing comes in. Now that you’re focusing on creating one key piece of content a week, start to think about how you can break that down over a week.

For example, you could record a video blog, strip out the audio and turn it into a podcast. You could use a resource like rev.com to generate a transcript and turn that into a blog post. Then you could pull out some soundbites from the transcript and turn them into infographics for LinkedIn (using a graphic design tool like Canva), audio trailers (using a resource like Headliner) and video trailers (using a tool like Kapwing). If you focus on making that cornerstone piece of content work as hard for you as possible (by repurposing it in different ways), you’ll soon have enough content for every day of the week.

And don’t be afraid to post your content more than once. People are busy and may not see it the first time round (or even the third, fourth or fifth).

5. Creating your daily content plan

Now that you know which key piece of content you’ll be producing each week and how that can be broken down into lots of smaller pieces of content, all you have to do is work out what you’ll be posting when.

In the 2019 Media Diary, there’s space for you to plan what content you’re going to post on each of your social media channels on different days of the week – perfect for visualising how each week of your social media content will look.

If you've always found content planning an overwhelming, arduous job, you'll love how easy it becomes when you have the 2019 Media Diary sitting on your desk.

Get a copy of your 2019 Media Diary here and if you need more support and accountability you can get that in the Media Diary Owners’ Club. Find out more about the difference between the 2019 Media Diary and Media Diary Owners’ Club.


Have you got a 2019 content calendar for your blog? (How the 2019 media diary can help in just a few hours of using it)

You already know that creating regular content is the key to building your email list, generating new leads and boosting sales.

In fact, creating valuable content for your audience was probably one of your main business goals for 2018.

But… you got busy. Friday afternoon would roll around and you’d realise you didn’t have any ideas for next week’s blog. Before you knew it a month (or more) had passed and your audience hadn’t heard from you once.

Sound familiar?

Job number 1: Stop beating yourself up. You’re far from alone in feeling this way.

Job number 2: Hit the ground running in 2019 with a content calendar.

A content calendar is the perfect way to counter your previous blocks. Having your blog content mapped out in advance will help you stay consistent and save those last minute panics where you frantically scroll through your social media feeds for inspiration.

I realise that the thought of creating an entire content calendar sounds like it’s going to be an awful lot of work. But I promise it’ll be worth it. And with the right strategy it’ll take far less effort and far less time than you’re imagining.

The 2019 Media Diary is the ideal tool to help you set up your own content calendar. It’s an A4 desk diary, jam-packed with hundreds of awareness dates and key dates to help you plan your media content for the year.

Here’s how the diary can help you plan your 2019 content calendar in just a few hours.

It’ll motivate you to set aside some time to plan

Having the 2019 Media Diary in front of you is a physical prompt and reminder to make time for your content planning.

You may feel like you can’t afford to block off a few hours hours to work on content plan. But just think how much time you currently spend trawling the internet for ideas for your blog, newsletter or social media posts.

If you were to add this time up over the space of a month I bet it would add up to a lot more.

Setting aside a specific block of time to work on your content calendar will be far more productive than working in fits and starts. You’ll soon find yourself in the creative zone where your ideas are flowing. Finding a quiet place where you feel relaxed and you know you won’t be disturbed is also a good plan.

It’ll help you set your intentions

It’s important not to forget why you create content in the first place. You probably have a specific goal, whether it’s to establish your expertise, to promote certain products/services, attract traffic to your website or a mixture of all three.

The 2019 Media Diary is a place where you can write down your reasons for creating content which will help you decide when and where you should publish your content, as well as giving guidance on what to publish too.

It’ll help you create an annual content plan around key dates

The 2019 Media Diary contains hundreds of significant dates and awareness days.

Some will be immediately relevant to your business, such as London Fashion Week if you’re a clothing brand, April’s Walk to Work Day for a shoe design company, or National Doughnut Day for a food-related business.

Other awareness days and key dates may be less obvious but can still provide a great jumping-off point for ideas.

For example, parenting blogger Jenni Fuchs used International Mother Language day to create a really engaging post about raising bilingual children. Jenni had written about raising bilingual children before but basing a new piece of content around this key date allowed her to come up with a new angle. Read: how to double your web traffic in 10 easy steps. 

The diary also contains a handy template(available as a printable to Media Diary Owners’ Club members) that allows you to create a yearly overview where you can note any additional key dates for your industry along with any key dates in your own business, which could inspire even more content ideas.

It’ll help you create quarterly, weekly and daily plans

Once you have your annual content overview based around specific events and key dates, the diary helps you to break things down into quarterly, weekly and daily plans.

There are templates for each with additional pages as printables for anyone who’s signed up to the Media Diary Owners’ Club. 

Using the key dates you’ve already noted, you’ll be able to create a quarterly plan based around one key piece of content per week, whether that’s a blog, vlog, infographic (or something else entirely).

The diary then includes sections for your weekly plans where you break down that one key piece of content per week into a separate piece of smaller repurposed content for each day.

From here, you can use the templates to plot which content will go out on each day across which channels.

There’s more information on how to plan content using the 2019 Media Diary in this blog on how to use your 2019 Media Diary.

And don’t forget that you can repurpose your content ideas to make them go further. Just one key awareness date could be the springboard for a blog post that could be transformed into an email, a social media post or a vlog, saving you even more time.

By following this strategy (and don’t worry, the 2019 Media Diary goes into far more detail to help you with your planning) you’ll have a full year’s worth of content ideas within just a few hours.

With a bit of effort, a great strategy and the 2019 Media Diary to guide you through the process, 2019 will finally be the year you hit your content goals.

2019 Media Diary - take a look inside from Janet Murray on Vimeo.

Get a copy of your 2019 Media Diary and if you need more support and accountability you can get that in the Media Diary Owners’ Club. Find out more about the difference between the 2019 Media Diary and Media Diary Owners’ Club.

How The Media Diary Can Help You Plan 52 Weeks of Social Media Content

So you’ve decided that 2019 is going to be the year you get serious about your marketing and you’re ready to commit to publishing regular content consistently.

What next? Well, you need a content planning tool and - if you’ve not already got your hands on a copy - the 2019 Media Diary is just what you need.

What is the 2019 Media Diary?

The 2019 Media Diary is an A4 desk diary designed to help you plan your content for the year. It’ll help you decide which content you’re going to post where and includes hundreds of awareness days and key dates you can use to generate ideas for original and shareable content.

There’s also useful checklists, to-do lists and prompts to make sure that you stay consistent and on track.



How can the 2019 Media Diary help you create 52 weeks of blog content?

The diary takes you through a content planning process that starts by taking a broad look across the year ahead before zooming in closer to focus on each quarter, week and, eventually, each day.

The diary includes annual, quarterly, weekly and daily planning sheets. For those who prefer more support, guidance and accountability, the Media Diary Owners’ Club is a great option and includes these planning sheets as printables. Find out more about the difference between the 2019 Media Diary and the Media Diary Owners’ Club.

Create your annual content plan

With the diary in front of you, think about the key things that are happening in your business in each quarter of the year. Are you attending or speaking at any events or industry conferences? Are you running a sale in your online shop or launching a new product/service?

At this point, aim to list at least three key things for each quarter.

Top tip: Use the planning sheet on page 10 of the diary to help with this. If you’re in the Media Diary Owners’ Club this is available as a printable.

Now, using the suggestions in the 2019 Media Diary, pick two or three awareness days/key dates that are relevant to your business in some way.

For example, if you have a pet business, National Love Your Pet Day in February could provide a great source of inspiration for your content. If you have a food business, you could create content around National Pie Day in January or Financial Capability Week in November if you’re in the finance sector.

Top tip: Stay open minded at this stage and just write your ideas down. With a bit of creative thinking many of the hundreds of key dates listed in the diary could be relevant to your business if approached from the right angle.

Create your quarterly content plan

Now it’s time to focus in on your quarterly content planning.

I suggest you aim to create one key piece of content a week, whatever your chosen content form – blog/vlog, podcast, Facebook Live or infographic, for example.

If you repurpose each of these weekly pieces of content into multiple, smaller pieces of content (more on this later) you’ll only need 12 ideas for each quarter.

Because you’ve created your annual content plan first, you already know the key events, dates and business activities taking place throughout 2019, so now when it comes to plotting your key piece of weekly content throughout the quarters, it’s easy to ensure your content will be timely and relevant.

For example, if you’re a social media strategist and know you’ll be launching a new beginners’ Facebook ads course in February, you can plan content on how Facebook advertising can help your business, whether boosting posts is a good idea and how much it costs to hire a Facebook ad strategist in the weeks running up to your launch.

If you sell pet tags and know you’re launching your new spring collection in March, you can plan content on why pet tags are important, the best places to buy them and the potential hazards for February (just to give you a few examples).

Top tip: It can be hard to think beyond 90 days when it comes to planning in a little more detail so consider just planning one quarter at a time, and diarise a time to plan the next quarter.

Create your weekly content plan

Now’s the time to zoom in even closer and decide on the content you’ll publish each week.

I’ve already mentioned that by repurposing your one key piece of weekly content you’ll have enough content to share throughout each week.

So this is the point at which you plan how you’ll break each piece of weekly content into smaller pieces of content.

For example, if you produce a weekly blog this could be repurposed into a video where you give a summary of what’s written in the blog. You could then use a design tool like Canva to create an infographic pulling out the key points from the blog and a quote card to be shared on social media based on a key sentence from the blog. You could even use an audiogram tool like Headliner to create a recording of you reading a snippet of the blog to catch people’s attention on social media.

With a repurposing mindset, you’ll easily have enough content to share every day of the week and make that one original piece of content go a lot further.

Top tip: Don’t be afraid to share your content more than once. Social media is such a busy place, it’s very likely the vast majority of your audience won’t catch it the first time around so you’re actually helping people by giving them a second, third, fourth or even a fifth chance to see your content.

Create your daily content plan

So, you’ve taken a snapshot of your year in the annual planning phase, and you’ve broken that down into your key pieces of weekly content over your quarters. You know from your weekly planning which piece of repurposed content is going out each day, so all that remains is to plan how that looks across each of your platforms and social media channels.

There are daily planning sections in the 2019 Media Diary where you can write down exactly what you’re going to post on each platform every single day.

Top tip: Although the channels in the Media Diary are based around Facebook, Twitter and Instagram these can easily be adapted to suit your chosen social media platforms.

How to stay consistent with your content plan

Consistency is key when it comes to producing content and the 2019 Media Diary is designed to help you maintain it.

But when you get busy, it’s all too easy to put content creation at the bottom of your to-do-list. Often the most time-consuming part of getting your content out there is coming up with the initial ideas. By using the Media Diary, you’ve already done the hardest part.

When you’re under pressure, you know you can just refer to your planner and your topics are all decided and ready for the actual content to be created, or outsourced. And because you have a clear strategy, it will be so much easier to stay consistent.

If you think you would benefit from some extra support and accountability to help you stay on track, the Media Diary Owners’ Club is the perfect choice.

2019 Media Diary - take a look inside from Janet Murray on Vimeo.


Editorial Calendar: Yes, You DO Need One! (And The 2020 Media Diary Will Make Content Planning Easy)

If your content planning consists of scribbling blog post titles on post-it notes or you spend way more time than you should on social media searching for content ideas, it’s time for some tough love:

If you’ve thrown yourself into content marketing in the hope of building your brand and generating more sales and it’s just not working:

I’ve created an amazing desk planner - the 2020 Social Media Diary & Planner - that will take all the pain out of content planning. It’s an A4 desk diary designed specifically to help you create 52 weeks of content and save you a ton of time. With planners, templates and hundreds of awareness dates, you’ll never be stuck for content ideas again.

If you can devote just a few hours to planning out your 2020 content, I promise this will be the year that all your content marketing efforts will finally start working for you.

Let’s look at exactly why creating a content calendar is vital for your business.


1. You'll be more strategic with your content planning 

I see so many business owners approach their content with bags of enthusiasm but very little strategy. And while enthusiasm is great, you’re not creating content because you love writing/vlogging/connecting on social media – you’re creating content because you want to drive your business forward.

And to do that, you need to focus on your content marketing goals. Are you trying to establish authority on a certain subject within your industry? Perhaps you have an underperforming product and you really need to boost sales. Or maybe you’ve got a new product/service and need content for your launch.

If you’re clear on your objectives you can ensure that the content you’re creating is engineered to accomplish these goals.

The 2020 Social Media Diary & Planner contains a template that allows you to create a yearly overview of your content. If you’re in the Media Diary Owners’ Club – perfect if you need additional support and accountability - you’ll also get this as a printable. When your content is mapped out like this it’s so much easier to spot any gaps.

For example, if you’re a coach or consultant and one of your 2020 goals is to launch a new coaching package, the yearly overview page will help you identify what kind of content you should be publishing and when.



2. You'll find it easier to spot content opportunities 

How many times have you spotted a flurry of activity on social media around an awareness day that relates to your business... and kicked yourself for missing out on a great marketing opportunity?

Planning your content out well in advance allows you to take advantage of important dates and awareness days that relate to your business.

For example, if you have a pet business, you might want to create some timely content around Crufts dog show in March. If you design clothes or accessories, you could create some content around London Fashion Week in January. And if you run a food business, you might plan some content around National Doughnut day in June.

Even more than that, key dates, events and awareness days can actually provide the ideal timing to launch new products or services. Let’s say you're launching a new range of tennis wear, for example. The ideal time to do that would be during Wimbledon, right? It sounds obvious when you put it like that, but when you’re busy running your business, it’s easy to miss opportunities.

The 2020 Social Media Diary & Planner  contains hundreds of these key dates and awareness days so you can plan for everything well in advance.

This is especially important if one of your aims for 2020 is to gain interest from the press. Most consumer magazines work 3-6 months in advance. So if Children’s Book Day in April is the perfect opportunity for you to promote your bid to be the next J.K.Rowling, you need to pitch your idea no later than January.

3. You'll be more creative 

If only tapping into our inner creativity was as easy as flicking a switch. Unfortunately, for most of us it takes a while to get into the creative zone – that sweet spot when ideas just flow to us with ease.

The great thing about creating an editorial calendar is that rather than working in fits and starts, you can dedicate a block of time which will help you get in the ‘zone’. Use the 2020 Social Media Diary & Planner  key dates and awareness days as a jumping off point to spark content ideas and you’ll soon find that content inspiration just keeps coming.

4. You'll be more consistent with your content creation 

How many times have you found yourself in the midst of a busy period and decided your content can wait? You’ll get round to it once you’ve cleared this latest round of client projects…

Only by the time you’ve finished those, you have a whole new set of distractions getting in the way of your content creation. Before you know it it’s been three weeks since your last post or your last social media update and your audience has drifted off to follow someone more reliable.

Often the most time-consuming aspect of getting your content out there is coming up with the initial idea. Yet again, it’s your editorial calendar to the rescue.

The 2020 Social Media Diary & Planner  has pages for quarterly and weekly plans so when you’re in the middle of a busy spell, you know that you’ve already done the hardest part. You just have to look to your planner and you have your topics there ready for you to create or to outsource.

There are even sections to help you repurpose each piece of content for Facebook, Twitter and Instagram to save you even more time. When everything is laid out clearly in advance, getting your content out there consistently becomes so much easier.

When you approach your content in this way, with a clear strategy, you’ll not only find that creating it becomes much easier, you’ll find that the quality improves too, allowing you to provide your audience with even more value.

And that’s exactly what you need to do to build your brand and  increase your sales.

5. You'll make more money 

Publishing regular content on your area of expertise will help you build authority. This will help you build trust with prospective customers and clients - which means they’ll be far more likely to buy from you.

And, by the way, this applies whether you run a product or service-based business. If you sell products, creating content that shows how using your product (or others like it) can help your customer is a great way to build authority - and make sales. And it’s exactly what I’m doing with this blog post.

If you need more inspiration, check out this Youtube video from Mama Life London founder Beth Campagna on what to wear with a sequin skirt. I’d never have bought this t-shirt on its own - because I wouldn’t have known how to wear it. Seeing Beth demo how to wear it with a sequin skirt not only gave me the confidence I could carry it off, it reassured me I had something to wear with it.

Need inspiration for you content planning and creation? Get a copy of your 2020 Social Media Diary & Planner and for more support and accountability check out the Media Diary Owners’ Club.

Find out more about the difference between the Media Diary and the Media Diary Owners’ Club.