Why Use a Social Media Content Plan?

Anne Sophie Madsen
Digital Marketing Manager

A social media content plan helps you schedule all of your social content regardless of which platform you are using. Your social media activities should be a part of your overall content plan for your marketing activities, in order to create synergies between all of your activities.

You might use a lot of time creating awesome content but if you don’t have a plan for it, you’re not reaching the full potential.

Content planning for social media

First, you should start thinking about your content wheel. This help you map the different campaigns you are planning, but it also help you pinpoint specific holidays relevant to your brand. There can be different kind of holidays, such as Social Media Holidays and of course regular holidays.

Social Media Holidays has evolved on social media and are often a bit silly; and example of these kind of holidays could be; National Cat Day, Best Friend Day, Nutella Day, Star Wars Day etc. Some of these might be too silly for your brand to engage in. However, some of them might be relevant and can help you engage with your customers. Besides the Social Media Holidays, you should also plan regular formal and informal holidays such as Easter, Black Friday, Cyber Monday, Christmas, your Brand’s birthday – all the holidays relevant for your business.

These themes and holidays are often easy to plan, as these are fixed. Besides holiday content, you probably have campaign related content too, which also needs to be planned in your social media content plan. By planning all of your social activity, you make sure to have a clear strategy and purpose for each published post.

However, your social media content plan might need to be a little more agile than the rest of your marketing plan, as it might not be all post you can plan ahead. For example if your brand likes to use newsjacking, you cannot predict these events, as it happens real time. This makes it difficult to take into consideration when creating the content plan. However, you can try to make a “buffer” post, which then can be replaced by a newsjack post, if there is anything relevant and newsworthy for your brand to participate in. By doing so, you are sure to have “space” in your content calendar for newsjacking as well.

Example of a content plan

So how can a social media content plan look like? Below you see an example of a content plan. This covers all the relevant information needed when making a content plan. No matter which platform or tool you are using, you will always need to know which platform and campaign your post relates to. Furthermore, you of course need to have the post copy and creative, so you know exactly how the post should appear before publishing it. It is also important to be thinking about the timing of the content, in order to streamline your content across platforms. Finally, if you need a second pair of eyes or someone else has to approve it, you can notify people to take an action.

When you have produced and planned your content, it is important to have an overall calendar view, for you to see the timing of your posts and campaigns on the different platforms. By having a weekly, monthly or yearly view you will make sure your content is aligned across platform, and you will be able to see if you have too much or little content. Furthermore, if you are not involved in the whole campaign plan, DYCE is useful as you can filter in order only to see platforms and campaigns relevant to you. If you would like to know more about how to schedule different content types, read more on our blog post about designing a content plan.

How to create a social media content plan

So how do you get started with your social media content plan? We have created ten elements to consider when creating your content plan.

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Which social media platforms are you using and why are you using them? How does the different platforms differs from each other, and how do you get the most out of each platform?

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The different social media platforms has different purposes, therefore the audience may differ and has different behaviour according to the platform. You may have one audience on Facebook and another audience on Instagram. This is important to know in order to create the right content. Consider creating a follower persona: who are the most likely to be interested or follow your brand on each platform?

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Your content needs to be produced for the specific platform. This include both the format of the content but also the tone of voice on the platform. Do you have old content that performed well, which can be re-used? Don’t be afraid of reuse content, if it has performed well.

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Determine how often you will be posting on the different platforms. By determining your frequency, you are able to get an overview of your social media content plan, and see if you might be posting too much or too little.

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By creating different categories for your content, helps you keep track of your campaigns and content on all your social media platforms. For example, you can have one label for your always-on track, one for your social media holidays, and one for your campaign burst. You might also want to label the purpose of the content, for example brand awareness, conversions, engagement etc. These categories and purposes should be align with your overall marketing and campaign plan.

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By having a library with all of your assets makes it easier for you to plan your social media posts. This will later help you decide, which content to use or re-use for future content.

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Consider the scope of your content plan. How many details does it require and how many people needs to be included in the content plan? The level of inputs depends on your business and brand. Here is some basic information you will need: timing, platform, visuals and copy, link, target audience, and budget if sponsored.

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Establish who needs to have access to the content plan, and which access they would need. People might need to have different roles in the content plan. These may include: marketing coordinator, copywriters, agencies, managers etc.

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Now that you have been through the previous steps, you need to decide who to be responsible. Decide upon: content and copy, scheduling and publishing of the posts, and advertising the posts? These things needs to be taking into consideration in order to have an efficient process.

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Now that your content calendar is planned, you are ready to start scheduling and publishing your content on the different social media platforms.