When Morpheus holds out his hand, and in it is a pair of pills, one red and one blue, he tells Neo that the red pill will show him the truth. The blue pill will return life to normal, and he won’t remember anything.
Neo chooses the red pill.
If you’ve ever had an odd conversation with a Millenial and heard the term ‘red pilling’, that’s what it refers to. It refers to a state of waking up.
I’m going to throw something at you and suggest that a production calendar is a gateway drug that will wake you up into a harsh reality.
The truth is that a production calendar, used correctly, is far more advanced than anything a marketer will have you believe.
A great production calendar will capture huge amounts of information.
It will include:
- The length of your production cycle
- Delays and why they occurred
- Who was involved, from creation to sign‐off
- Titles, SEO titles, descriptions, links
- Social assets (if you create them manually, but pffft to that!)
- How single pieces become larger or different assets
- Categories, tags, keywords, taxonomy
- Calls to action
- User pathways
- … and a bunch of other things.
It begins as a plan.
It becomes a matrix.
A content matrix is a living document that captures your production landscape and allows you to create a rich, vibrant reality.
Learning how to create and use a production calendar so that it becomes a matrix means getting comfortable with some annoying or hard work (unless you automate it, which, depending on your systems, you can do to some extent).
But once you’ve got that skill? You’ll dodge bullets like content audits with ease: You won’t have to do content scrapes, spend days drilling pages for things. You can simply pull up your calendar‐slash‐matrix, and know exactly what you did. what happened, and who was there.
That’s the difference between a strategic content mindset and a marketing one.
Right now you have to make a choice. Are you going to take the red pill, or the blue one?
As Morpheus said, ‘I’m trying to free your mind, Neo. But I can only show you the door.’
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