How To Build An Effective Social Content Plan

To plan or not to plan, that is not a question in the social world. Creating a social content plan is an absolute must if you want to establish your brand as reliable, authoritative and authentic. Your social channels should regularly deliver high-quality content, establish trust, and create actions taken by your audience. But to do this, you must have a plan. Here’s how to get started.

Define your goal

If you know your goals before you begin planning out your content, you’ll have an easier time strategizing. Using the SMART framework (specific, measurable, actionable, relevant, and time-based), you can create goals that are realistic and can be calculated. You’ll want the goals you set to meet each of the SMART criteria.

Know your target audience

This is important if your brand is just starting out. Create a buyer persona: a semi-fictional representation of your optimal customer based on existing customer data or market research. By knowing just who your target audience is, you can provide valuable and relevant content that your audience will want to engage with.

Come up with content ideas

Create a running list of topic ideas that span a month or more of content. To give yourself inspiration, do your own research by tapping into your audience’s wants. Looking through what kind of comments are on your content, seeing what your followers are tweeting, posting, and talking about can tap into the pulse of what they want to hear from you.

Determine what type of content you will use

There is no shortage of content options out there. Blog posts that provide valuable content are the bread and butter of most websites. Infographics are superb for organizing data in a way that is easy to visualize and understand.  Videos are highly engaging and shareable to audiences and while they require more time and investment, social research shows 40% of viewers take some kind of action after watching video.

Manage your content

Besides the content you will create, your social content plan should also include an editorial calendar to display what and when you will be posting throughout the month. Most of your content is likely to be evergreen, but incorporating holiday posts, real-time updates, and adding to stories should round out your content calendar.

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