Content is everywhere—on varying platforms, blogging sites, and in countless formats. Having a content calendar helps you keep track of your posts across multiple teams and platforms, and—more importantly—it ensures every piece of published content contributes to your larger marketing objectives. The last thing you’d want is to waste time creating content that does nothing for your business goals.

People trust brands that can answer their questions and solve their problems. That’s why your inbound marketing strategy should always meet the needs of your target audience—and give them a reason to stick around. As a big part of your inbound strategy, your content should represent your uniqueness and expertise in the field. Every piece of content should be carefully crafted to show your audience: you know your stuff; you can solve their issues, and; you’re not like the competitors.