How to create a Content Plan for social networks

Among the basic characteristics that content created for social networks must have are usefulness, simplicity, invitation to dialogue and that it is adapted to each of the platforms.

But beyond meeting these requirements, its creation cannot be casual, the result of improvisation, giving a quick response to “what should I publish today?” If you want to achieve the objectives set out in the Social Media Plan, it is necessary to develop a clear and accurate content strategy, and translate it into the Content Plan or Content Media Plan (CMP).

Phases in the preparation of the Content Plan for Social Networks

In this article you will learn the different phases that must be followed in developing a Content Plan for social networks, which you can apply to both your SME and a large company.

1. Previous analysis

You should analyze what type of content has been created so far on company accounts on social networks and how they have worked so far. In the same way, carrying out a small SWOT analysis focused on the content will allow you to know:

-Weaknesses: that the creation of content in your company may present (lack of time, experience, budget…)

-Threats: for example, if competitors have a successful content plan on their social networks.

-Strengths: if, for example, there is a community of users who are similar and identified with the brand, who will easily consume and share the content that is created.

-Opportunities: if no competitor is offering a response to a content need expressed by our target audience.

2. Objectives

It is time to put in writing what you intend to achieve with the development of content on social networks. A mistake would be not aligning these goals with the objectives established in the Social Media Plan.

Furthermore, although there are general objectives that you want to achieve with content creation, you can also establish specific goals for each content campaign you develop.

The objectives, in addition, must be established in the short, medium and long term. Remember that “selling more” cannot be an objective in and of itself on social media. That is what you will achieve if you achieve all your goals (which may be, for example, increasing your notoriety or driving more traffic to your website).

3. Target audience

It is necessary to define the audience you want to target, segmenting it by interests, age groups, location… and other variables that can help you create different types of content for different communities. users that your company has on social networks.

Of course, although there is a general target audience, you can also define specific target audiences for each of your communication and content campaigns.

4. Topics and keywords

You must determine which topics will most interest your target audience (which is why it is necessary to know them and understand their needs) and define the keywords you will use. These keywords should be used naturally, without forcing them, in all messages where possible.

5. Choice of channels

It is now time to establish on which social networks the content to be created will be published. It is advisable to concentrate efforts and focus on the platforms that could offer, a priori, a greater return.

It is better to focus on that small number of networks that will produce the most impact than to want to cover too much.

6. Definition of style and resources

It is advisable to set the tone and focus of the content to be shared on social networks. This way, we will ensure that everyone respects the same plot thread. Creating a style book can help in this regard.

You must also determine the tools and materials that will be needed to create the content, the budget that will be needed, what time will be reasonable for its creation and who will be responsible for its publication, among other aspects.

7. Editorial Calendar

The Editorial Calendar, whose creation is recommended, will be a constantly updated document, which may well be a specific template or even an Excel sheet. It will indicate the messages that are going to be made, their frequency, the channels where they will be shared, who will do it… It will also reflect the copy (text of the message) and what graphic elements accompany it.

Its creation facilitates the work of the community manager and allows the target audience to gain loyalty. But it does not have to be an immovable document, but rather it must be open to any change that may occur if necessary. Of course, all changes must be reflected in the calendar.

8. Actions with the content

All necessary actions must also be planned not only for the creation of the content, but also for its publication and dissemination. For example, defining an action plan to publicize messages or developing paid advertising campaigns on social media may be actions that help achieve the planned objectives and must be defined in advance.

9. Analysis

Constant monitoring and monitoring of the operation of the content must be carried out. This way you will know which ones help you the most to get closer to your goals and which ones you will have to focus on.

Determining KPIs – metrics that help you control the functioning of the content – will be essential. You can use the Editorial Calendar to write down the results obtained for each content next to the text of the publication. This way you will be able to draw conclusions more easily by analyzing the results obtained.

Click to rate this entry!
(Votes: 0 Average: 0)

Leave a Comment