Tips for Creating a Content Plan

Creating a social media content plan for a business/institution/blog/whatever from scratch can be a daunting task. Because people today consume up to 11 hours a day connected to linear and digital media across all devices and platforms it is very important that your content strategy is competitive in order to not get lost in the massive amount of messages that people consume each day.

Here are some important ideas to keep in mind when creating a content plan!

Start Simple!

Creating a social media content strategy can be a daunting task. When creating content strategy I always like to keep Gall’s Law in mind.

Gall’s Law = A complex system that works is invariably found to have evolved from a simple system that worked.

What this means to marketers:

Build simple from the start.

Sometimes when starting from scratch we think that the only way to overcome our competition is to do more than them. Although having more features can be an advantage, taking too many projects at once will lead to a worse performance across all projects.

Get the simple things to work first.

Start by perfecting the simple things first, and soon, you’ll have your own complex system. If the simple things do not work how will it translate to the more complex part of your content system?

Evolve according to feedback.

Instead of focusing on deadlines, focus on the feedback you get. For example, if you have a blog that comes out with detailed reports about a different category of products and your viewers really enjoy this segment, do not focus on getting these reports out as fast as you can and compromise the content, focus on perfecting the content according to the feedback you find most relevant and then optimize the way you create this content later.

Daily Flow vs Durable Stock

Daily Flow = Your Feed.

It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.

When creating a content plan it is important to make a strategy of daily or sub daily posts that will remind people about your business. However, many fail to connect these daily posts to the bigger parts of the campaign or what I like to call the stock.

Stock= The Durable Stuff

It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.

A good Content Strategy balances the amount of daily posts with their stock posts. A good rule of thumb is to have around 20 daily posts per 1 stock post. There should be a synergy between your daily content and your stock. Watch out for a more detailed guide on how to set up a daily content strategy in the coming weeks!

Use the Right Platform!

Imagine that I want to advertise a donut on social media.

Now I have to keep in mind that different social media platforms have different voices. My post on Linkedin would be completely different than what I would post on instagram. Make sure to keep the different voice and target audiences of the platform you are using when creating your content!

Here is a good article that describes the different audiences in social media platforms!

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