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How to develop a social media content plan?

06 May 2022. 13:12
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5 min. of reading

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  • SME maturity
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    Topic
    1. Marketing digital y redes sociales
    Scope to digitize
    1. Digital strategy

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Entradilla

A content plan is an essential tool in a social media strategy. Learn how to create one with this post! 

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Cómo desarrollar un plan de contenidos para redes sociales
Descripción

Social networks have become a fundamental communication tool for any business. According to the IAB Spain's annual social media report, 85% of internet users use social networks, which represents around 27 million individuals. This same study indicates that 48% of these users follow a brand on social networks. 

This type of platform provides us with the opportunity to get closer to our target audience, make them get to know us and create a community with them. However, in order to generate engagement (long-term relationship with our users) with our audience, it is essential to work on the content according to the objectives we set ourselves. As the digital marketing and social media specialist Miguel Florido tells us in our interview, the simple fact of publishing content on social networks does not mean that we have a strategy. 

 

So, if we want to attract and retain our target audience, we will have to design a content plan to structure and define the objectives we want to achieve with what we are going to publish on social networks. 

What is a content plan? 

It is a document that will serve as a guide to know what content to publish, in which channel to publish it and for what purpose. In this case, this process will help us to create and organise a content strategy for our business' social networks. 

 

Steps for creating a social media content plan 

  1. Initial situation analysis

 

The first thing you should do is to study the initial situation of your business, for which you will have to analyse different points. 

  • Find out where your business is starting from, for this we propose a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) that will help you to examine the internal and external factors of your brand.  

  • Analyse the competition. Find out how they are positioned in the sector, what communication and media they use and what their resources are.  Examine what other brands are using that you don't have.                                                                                                                                                 

 

 

  1. State the objectives 

 

When setting objectives you should define them in the short, medium and long term.  It is important that they are specific, measurable and realistic. 

 

  1. Define the target audience and buyer persona 

 

 Knowing who your customer is, which social networks they use, how they behave and what their needs are is essential to create a content plan. If you know who you are targeting, you will be able to create specific content for that audience and improve the results of your strategy. If you want to go one step further and get to know your customer in depth, you can even create a buyer persona profile. (incluir link a pieza audiovisual de buyer persona ReqF16_10) 

 

  1. Strategy 

 

Depending on the objectives you have defined, you will have to establish a specific type of strategy focused on your target audience and the social networks they use. When creating your strategy, it is important that you take the following points into account: 

  • Selection of channels and social networks. 

  • Type of language and communication to be used. 

  • Establish the KPIs to be used to measure the actions carried out. 

  • Defining the type of content and its format. 

  • Planning and setting actions. 

  • Indicate both the technical and human resources needed. 

 

  1. Establish the channels 

 

Depending on the type of business, you will have to establish which social network is best for your business model and customers. Being on all channels is not necessary if you don't really need it, focus on the channels where you can get conversion and traffic

 

  1. Editorial calendar 

 

The best way to organise the content you are going to publish is to create an editorial calendar. You can order them according to publication date, type of content, publication channel or frequency. 

 

  1. Measurement 

 

To know if your content plan is getting results, it is important to measure and monitor your content. This process can help you to know what is working best and what you should change. There are tools within the social networks themselves, or even external ones, that will help you to know the data and metrics of your content. 

Now that you know the key points for a social media content plan, it is important that you also know what types of content you can publish and on which social network. 

 

  1. Blogs, written publications, articles, guides... 

 

The strength of this type of content is that it can showcase the expertise and knowledge of your business and can help to enhance your reputation. 

 

Recommended social networks: LinkedIn, Facebook and Twitter are a good option as they allow you to post a short snippet or link to your blog.  

 

 

  1. Images and videos 

 

Images and videos can increase customer interaction and enhance brand image. According to a HubSpot report, 45% of respondents admitted to watching more than an hour of video on Facebook and YouTube per week, making video the second most used type of content on social media to increase audience engagement. 

 

Recommended social networks: Images are important for all social networks, but Instagram and Pinterest are the best for this type of content. Video, on the other hand, works very well on YouTube and Facebook. For short videos, Instagram and TikTok are the best platforms. 

 

 

  1. Infographics 

 

This type of content can help us to transmit ideas through visual elements. They can be a good option if we want to make an impact and attract the attention of our audience. 

 

Recommended social networks: Facebook and Linkedin are excellent options for infographics. Twitter and Instagram can also be a good alternative for this format. 

 

 

Combine different content on social networks that over time and by testing, you will see what works best for your audience on each social network. Experiment and be creative with your content to connect with your customers and make your community grow. 

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