A lack of ideas for content is one of the most common hurdles businesses say they face when it comes to online marketing and PR.

Follow the steps below to create a content calendar for the next 12 months.

Mark down any events including networking, industry conferences and exhibitions you will be attending – both as an exhibitor or speaker and visitor.

Posting on social media in the run up to, as well as during and after the event, provides ample opportunities for businesses to update their social media accounts.

Tagging in the organiser and fellow attendees also increases engagement and visibility of your brand.

Do the same with anniversaries such as the company birthday, staff birthdays, end of the financial year and end of fundraising for your current charity of the year.

Show pictures of employees with their birthday cake and card from the team, write a PR news article on your increase in turnover, and ask for recommendations for a new charity of the year.

What questions do your customers have? What problems can you solve? What advice can you offer?

Answer one question a month (or more if you have capacity) via a blog post, ebook, infographic or video. Publish these on your website and share via your social media and e-newsletter.

Build up a FAQ section on your site with one or two sentence answers to all of these questions, which will allow you to periodically tweet these out.

If you sell personalised products, think ahead to the different moments in the year such as Father’s Day, Mother’s Day and Easter where customers may be searching for a bespoke present.

Compile a list of your most popular products at that time of year, or talk about the more unusual items you offer.

Connect to trending topics on Twitter that are relevant to your business. For example, on #WorldElephantDay, the CIPR (Chartered Institute of Public Relations) North West account tweeted ‘don’t forget to book your tickets for the awards ceremony’.

And review upcoming national awareness days, weeks and months. These include the more well known ones such as breast cancer awareness month in October to more niche days such as world architecture day. If you sell ice cream, national ice cream day will be of interest, as will events such as national milk day.

Offer expert commentary and opinions, or simply make reference to the occasion to connect your brand with what’s going on.