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The process of developing a social media content plan goes beyond simply making publications on different platforms. It is about carefully analyzing what content will be published, at what specific time, to what audience this publication will be directed and, above all, making sure that it is aligned with the objectives set out in the Social Media Marketing plan.

By carrying out a professional and regular planning, the online community will be strengthened, increasing the visibility of the brand, generating greater engagement with the audience and, ultimately, increasing sales, if that is the objective pursued.

What is a content plan?

A content plan is a document that serves as a guide to determine what content should be published, where it should be published and for what purpose. It is the creation and dissemination of written content, images and videos related to the knowledge of your target audience about the brand, products or services. It is a roadmap with all the activities to be completed. Having an organized content plan will facilitate the work, whether you are a small, medium or large company, a freelance community manager or a marketing agency.

How to make a social media content plan

This guide is a document that should be updated according to the results, since they are not linear and there are constant changes.

What to take into account?

  • Initial situation analysis

  • Target definition

  • Find the voice of your brand

  • Define the objectives of the content plan.

  • Types of content in social networks

  • Which social networks to use and frequency of publication

  • Promotion plan

  • Measuring the content plan in social networks

  • Analysis of the initial situation and which social network to be on

First we will have to make an analysis of our initial situation and a situation analysis of the competition to know which social network to be in.

Before diving into social networks, it is crucial to understand which platforms are best suited for each business. This depends on the nature of the business; for example, a restaurant should be on Google Business, but perhaps not so much on LinkedIn. An analysis of competitors and industry influencers will help determine the ideal platforms. Presence where competitors are indicates where future followers and potential customers are. This research is essential to making informed decisions on social media strategy.

Initial SWOT Analysis

The SWOT analysis is undoubtedly a document that every company should have as it helps to see how and where the company is, what are its weaknesses and strengths compared to the competition.

  • Strengths: Internal factors that the company has a competitive advantage and that will allow it to overcome threats.

  • Opportunities: External factors that can provide the company with a competitive advantage.

  • Weaknesses: Internal factors that limit the possibilities.

  • Threats: External factors that can make it difficult for the company to achieve its objectives.

The specific customer

The specific customer is a representation of the ideal customer. However, it is not the same as the target audience, which is the niche to which the business is directed. And within that niche, there would be the specific customer, which could be one or several.

For example, a target audience would be women between 20 and 35 years old in Quebec who like to practice pottery. And the specific customer would be much more specific. Lauren is 30 years old, she works part-time and in the evening she is looking for private pottery classes. So defining the specific customer makes it easier to reach them and create an appropriate content plan.

How to find the ideal customer?

  • Research: analyze the type of people who interact in likes, comments, those who are interested in the product or service.

  • Research Pro: Now that you have a notion of who the customers are, it is time to locate them on social networks or those of competitors.

  • Designing the product sheet: give shape to the specific customer by assigning them an identity, their needs.

How to find the brand voice

The objective of finding the voice of the company is that regardless of the context or situation, a user who reaches the content knows what the brand is about and what is the essence of it.

  • What emotion you want to convey: for example, Nike, a great brand that conveys motivation, which is almost certainly the first thing you have thought of. Think that what the posts transmit will be what the customer will perceive of the brand or business.

  • What tone you want to choose for your brand: set the tone for each network or channel. If you are on LinkedIn be more formal and if you are on TikTok be more casual. This voice of your brand will be the basis of your communication, so it is important to create it and have it defined.

Define the objectives of the content plan.

Although achieving sales is fundamental, it is not the main objective, although it may seem so. In order to sell, we must first work on visibility and define real and measurable objectives. So in the same example, a real objective would be to get more customers in the next year and the action to be taken to achieve it would be to increase sales of a service by 15% in a certain number of months. And for this we will see what type of content to work on and in which social network it will be done.

This depends largely on the budget. Depending on the budget you have, you will be able to carry out some marketing actions or others. The ideal is to have educated customers, this means that they value and see the price of our services, so it will be easier and more profitable to work.

Types of Content in Social Networks

It is important to take into account that not only talking about your products will reach the audience, practice active listening to see what are the interests of customers and readers, so you can generate ideas for your content plan. They can be tutorials, guides, rankings, surveys, real success stories, informative articles, you can include photos, videos, infographics, podcasts, videos and interviews.

Similarly, in Facebook and Instagram stories, whether you are a company or you are working on personal branding, you can share moments that are not just about work, but also about leisure or unexpected situations.

The survey to encourage active listening, as we mentioned before. At some point, you may want to get feedback. For example, let's say the company is planning to launch a new line of cosmetics and would like to conduct further market research. You might want to post a short survey on Facebook and offer a 20% discount to the first 100 customers who complete it.

On LinkedIn, on the other hand, content takes a more professional and polished approach, with the purpose of conveying seriousness and credibility. It is essential to share content that highlights the value of the company and demonstrates its expertise in the field.

It is valid to be inspired by the content of other companies in your field that you know are already positioned, it is important to emphasize not to copy too much, if the content is original, much better. The objective is to show who the company is and its essence.

Which social networks to use and frequency of publication

  • Facebook is still the most used social network and brings a lot of social traffic to businesses. The frequency will depend on the product or service and the objective itself. An average of three or four times a week would be fine. Although depending on the product or start of a campaign it is better to publish daily.

  • On LinkedIn, use and take advantage of LinkedIn Pulse, which is a tool that allows you to enrich your profile with content that highlights your experience, your training. This content is shown to a large number of people, it helps to position better in Google, because it indexes the content before. It also attracts qualified traffic to your company.

  • Instagram content is more visual and improves brand image and engagement.

Promotion Plan

In terms of promotion, the ideal is to create an editorial calendar to schedule content. It is nothing more and nothing less than sorting by date, type of content and publication channel and frequency. By having it ordered it will be much easier to promote it, measure it and therefore see how effective it was and in case it was not effective, you can always plan a new one.

This is where paid advertising comes in, not only organically promote our content. In Facebook Ads, for example, campaigns are very effective, since the CPC (cost per click) is lower than in Google Ads, depending on the product.

Measuring the content plan

Without metrics, or monitoring, we cannot know what has worked best for us, to continue implementing it or perform other actions. Thanks to tools such as Google Analytics and many others, the task of reporting in online marketing and the daily work of professionals in the sector is made easier.

In short, content planning for social networks is a powerful tool to promote a business and reach the audience effectively. If you are looking for a digital marketing agency in Montreal that offers quality services in this field, ExpoD is available to provide advice and consult the packages that best fit the specific needs of your company.

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