Philosophy on Content Planning

When I switched from managing 30 concerts a year to 191 ticketed events, I quickly realized I needed some serious plans, schedules, and systems to keep everything running smoothly. It wasn’t easy, but I found a way to make it work. Today, I’m excited to share my strategy for scheduling content planning and execution. Let’s dive in!

Monthly Content Calendar Planning

Every month, by the 20th day, I create a content calendar for the next month. Here’s what it includes:

1. All events
2. Ticket sales
3. Announcements
4. E-blast schedules
5. Social media contests
6. Blog posts

The goal is to avoid overlap and excessive e-blasts while ensuring all channels work together to sell tickets.

Monthly Content Creation Day

I set aside one day each month to create content. On this day, I:

1. Identify what content needs to be created
2. Check if I need videos, collaborations, graphics on Canva, props, photos, or specific locations
3. Prepare all necessary materials and resources

This helps me stay efficient and organized.

Reminder: Red, Yellow, Green Event Practice

I use a color-coded system to manage events. Here’s how it works:

1.     Red = Needs Help

Red events need extra attention to meet sales goals. There might be a lot of competition, or tickets didn’t sell well last time. It’s important to understand why and address the issue.

2.    Yellow = Unknown

Yellow events are uncertain. They might do great, or they could flop. If an event is yellow, I keep a close eye on it. New talents or new promoters often fall into this category. Define the unknowns and set up communication guidelines if needed.

3.    Green = Auto Pilot

Green events are almost guaranteed to sell out. For these, I let the marketing strategy run its course.

Trust and Verify: I always track daily ticket sales. If there’s a significant jump, I match it with the promotion to see what’s working. This helps me meet sales objectives and adjust strategies as needed. For more details, check out the complete Red, Yellow, & Green Event Marketing Strategy article.

Scheduling Pre-Created Content

Next, I start scheduling posts that don’t need new content creation. Here’s the process:

1. Use the artist’s music for inspiration while scheduling
2. Schedule announcement, pre-sale, and on-sale posts simultaneously

Show Posting Frequency

All Events:

More than 6 Weeks Out: Post 1-2 times a month

Yellow or Red Status:

6 Weeks Out: Post every four days

4 Weeks Out: Post every three days

2 Weeks Out: Post every two days

1 Week Out: Post KBYG (Know Before You Go) 3 days before, 24 hours before, and on the day of the show

Green Status:

1 Month Out: Post once a week

1 Week Out: Follow the same posting schedule as yellow/red status

Batch Working Emails

I plan a day to batch-create emails. This includes:

1. Pre-creating and drafting emails like the month-away eblast, KBYG email, and monthly happenings email
2. Ensuring drafts are ready for quick scheduling during busy times

Weekly Scheduling and Review

Every Monday, I:

1. Schedule social content for the upcoming week
2. Finalize and schedule email drafts
3. Review pre-scheduled content to confirm there are no changes regarding shows

Regular Audits and Performance Reviews

Finally, I conduct regular audits and performance reviews. This involves:

1. Monthly, quarterly, and yearly social media audits
2. Analyzing content performance to identify what drives ticket sales, awareness, and engagement
3. Adjusting content strategy based on insights to avoid wasting time on non-resonating content

By following this structured approach, I can effectively manage and market numerous events, ensuring each gets the attention needed to succeed.

Happy planning!

Ginny