Your social media presence tells the story of your brand. Your content plan should include strategies for content creation and it should help you achieve your goals.
A cohesive content plan will help you produce consistently great content, save you time and guarantee high engagement – even on days when you don’t have time to create content. Follow this guide to producing an effective content plan.
Step 1: Before you start, perform a quick content audit by asking yourself the following questions:
• Is your message original and consistently compelling?
• Is your content relevant and interesting?
• Are you being authentic?
• Do you have a consistent voice?
• Are you having regular discussions with your community?
• Is your content being shared, favorited or re-tweeted?
• How quickly do you respond to comments?
• How influential are the people who engage with you?
• Would you follow or like your account if it wasn’t yours?
Step 2: Identify the target audience for your content
Knowing who you want to reach will help you create and curate relevant content which appeals to your readers and reinforces your credibility.
Step 3: Decide on the types of content you want to create, share and promote on social media.
Establish a content matrix to define the specific types of content you will be sharing. Aim for a balance of 60% goal-driven content, versus 40% curated/ trending posts to ensure a good balance.
- What actions do you want your audience to take after reading your content?
- How many of your posts will drive users to your website?
- How many of them will focus on building your brand and your audience?
- How much time will you be able to allocate for writing real-time posts and engaging on trending hashtags?
Step 4: Decide on how often you will post fresh content and at what time each day.
Your insights data will indicate when your followers are most active on social media. If you see spikes in engagement after 5pm, schedule your most important content for this time.
You may wish to increase the frequency of important posts, posting it 3-5 times to ensure that it gets as much exposure as possible.
Step 5: Decide on how you will post and promote your content
Will you use scheduling tools like Buffer or Tweetdeck to post your content and regular intervals or will you log in each time?
The latter will impact the tone and consistency of your posts and will require more work, whereas a scheduling system will free up your time and allow you to engage in more real-time discussions.
Step 6: Create your calendar
Creating compelling original content can take hours of planning and
design work. This is why it is important to create a calendar and to
schedule your posts in advance.
Pay particular attention to the tone of your messages and the quality of your imagery, and make sure that every piece of content can be tied to one of your three S.M.A.R.T goals.
Step 7: Evaluate and adjust your content plan
Your content plan will continue to evolve as you test new strategies and content types. Analyse your results and be willing to adjust your plan accordingly.
Would you like a content calendar template? Leave a comment and we’ll send it to you.