Content plan for social networks

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Today, every self-respecting company has online accounts where it talks about its activities and products. From the outside, maintaining a page on social networks seems like a trivial task. What's so difficult about it? Just sit there, post "photos" and "videos", collect likes and views. But in fact, behind a promoted account with interesting content lies the work of real professionals in their field - SMM specialists. In addition to other tasks, they decide how often, in which networks and on what topic the content will be published. The result of this work will be an approved content plan. Simply put, a content plan is a publication schedule for a public page, channel or blog. It is also an important marketing tool. There are no requirements for the format of such a plan. It can be in the form of a table or a regular list and include:

days of the week, dates and times of publications;
topics;
headings;
information about media files attached to the publication;
SEO data;
hashtags.
Typically, such a plan is made for a month, but those who have no experience in developing social networks are recommended to start with a weekly interval. During this period, it will be easier to analyze which publications turned out to be more successful and adjust the developed plan. The content plan can be changed and supplemented depending on the situation.

As you can see, there are no clearly defined requirements for the format of a content plan. It just needs to be there and used in work. On the Internet, you can often find accounts that post a variety of content that is inappropriate in meaning at different times, mixing it with advertising offers. Or, on the contrary, you can find blogs with posts on the same topic that have long since become uninteresting to the audience. This is explained by the fact that many companies maintain their pages intuitively and spontaneously, neglecting the services of specialists. Without receiving the desired results, managers conclude that this type of marketing is ineffective. However, you should simply reconsider your attitude towards it.

Creating a content plan is necessary for building clear, targeted work. It helps:

generate, save and accumulate ideas;
prepare publications in advance;
organize materials for publication;
create an account visual;
clearly understand the tasks.
With a plan, you can do much more with much less resources.

How to create a content plan
Content plan for social networks

Before you begin development, you need to define the goals of implementing the content strategy, for example:

increasing company and brand awareness;
increase sales;
attracting traffic;
receiving feedback;
search for partners, investors, employees;
increasing interest in products;
building audience loyalty;
customer retention.
After setting goals, it is necessary to conduct an analysis based on data about the target audience. It is necessary to study socio-demographic information, such as gender, age, marital status, place of residence, social status, occupation. Psychographic features also play an important role: values, life goals, interests, lifestyle, hobbies. It is worth paying attention to the reaction of subscribers when posting different types of publications. By analyzing wordpress web design agency the response of followers, you can understand what topic and what format of posts will be the most popular, and what should be excluded. You also need to identify peaks of audience activity. For example, many people who work on a standard schedule start their morning by viewing the news and posts on social networks, at lunchtime or in the evening they are also active on the Internet. Young mothers are busy with household chores in the morning and go to social networks at lunchtime or in the evening, when the children are asleep - and then they can devote time to themselves. IT workers, gamers and students are most often online at night.

Also, before creating a content plan, it is necessary to analyze the social networks of competitors to understand what ratio of different types and topics of publications they use.

Once the analysis is done, you should decide on which social networks, how often and on what topics the publications will be posted. There are many formulas for creating a content plan. We will tell you about the most common ones.



Formula 4/1
This formula implies that in your plan for four regular publications of different types there will be one selling post. This way you do not overload the audience with advertising, give subscribers useful information and at the same time achieve your goals.

Formula 90/10
This formula is used by more advanced users and companies that publish more than one post per day. It involves publishing 90% regular content and 10% sales content.

Another important point when making a plan is the frequency of publications. You need to post at least one post daily on each social network so that the account looks alive. This way, the account will appear in the feed every day, but it will not be overloaded. If you plan to publish several times a day, then you should space them out over time and post them at intervals of at least five hours.

The content plan can look like anything. It can be kept either in a regular paper notebook or in a specially developed program that will integrate with the company's accounts. But most often it is created in Excel or Google Sheets format, in the form of a calendar.

Particular attention should be paid to visualization. When designing for clarity, it is recommended to use different colors and text formatting tools.

The content plan is not a rigid publication schedule. Changes and adjustments are made to it if necessary.