Message calendars are designed to help you, not hinder you. If an opportunity arises for you or your business, you absolutely must take advantage of it and forget about the publishing schedule.
*You absolutely should have a publishing schedule. But it’s OK to ignore it.*
If that advice sounds contradictory, stay with me for a moment.
I always recommend that my clients create and adhere to a message calendar. I help them identify the topics that they should be talking about, where they should be having those conversations, and a schedule for those messages that they can stick to.
The obvious challenge is coming up with content and activity to keep up with the schedule, which is why it’s so important that we’re realistic about the schedule, and have messages scheduled far enough in advance that you can be working on content that won’t be needed for weeks.
The other challenge though that often goes unspoken is, what if I need to do something different? Is it OK to break from the calendar? Go off schedule?
Business priorities aside, I do think there are some specific instances where, not only is it OK to go off message, *it’s absolutely critical that you do*.
In addition to the circumstances I outline, what other situations have come up for you that necessitated a change to your publishing schedule? Do you use a publishing schedule for your blog currently?
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