Today we are talking about creating your social media content calendar which should be part of your larger marketing calendar. This can include your blog posts as well.
Benefits of a social media content calendar
First let me list out the benefits of having a content calendar:
1. It will help you create and execute a social media content strategy. In other words, you’ll have a chance to work strategically. You’ll stay focused. Also, your calendar will give you a big picture view of your efforts.
2. Having a social media content calendar helps you use one core piece of content in multiple ways. You will be working smarter and not harder.
3. It helps you stay on schedule… especially if you have someone helping you. This is true for the creation of content as well as the posting of it.
4. It makes you look professional
How to create your social media content calendar
All right. Now that we’ve talked about why you should have a content calendar. Now let me talk about how I do that.
But first, I’ll review what I’ve talked about so far in our series:
Social media series recap
First you make sure you have a good offer. That it is something the market place wants.
Then you define who your most ideal customer is. What interests them? Do they have hot buttons? What gets them further away from a problem and closer to a solution?
Then we touched on crafting your messages around those things. Finding out what your clients respond well to and then doing more of that.
Today we are going to map all of that out. This step will help you develop some winning social media content ideas.
Although many marketers like to use a social media content manager app, I like to use a good ol’ spreadsheet to map out content.
First I create a tab per month. I then fill in all the days for the month. If I have specials or promotions I’ll write those in. If there are holidays, I will add that. I also add the day of the week.
Next, I determine my frequency for creating content for social media.
Content and social media go together.
However, the rate at which you post to different social platforms should vary. For example, you can post to Twitter multiple times a day and it won’t phase anyone.
But if you post multiple times a day to your Instagram feed it might become annoying. I typically post to the Instagram feed 2-4 times per week. However, with Instagram and Facebook stories you can post multiple times a day.
Then, on my content calendar I write at the top of each column which social platform I’m focusing on. This could be my Instagram feed, Instagram stories, Facebook, Facebook group, blog post, email campaign, etc.
Next I write in the different topics I want to post about. I determine the topics by first looking at specials/promotions and holidays. After I plug in the holidays/promotions I map out the topic journey I want to take my followers on.
Afterward, I can plan what content to post on social media.
Social Media Content Examples
Let me give you an example of how I typically manage social media content marketing.
For a particular client, I cycle through the following activities:
- Completed client work.
- Examples of great social media content that they can create.
Another example is Duke Energy. They’re running a campaign to humanize their company. Their tactics include showcasing some of their employees and describing some of their interests outside of work. For instance, they might talk about how and employee volunteers in the community.
Anything that connects with your audience on a human level is good social media content.
All right that is all for today. Next week I’ll be talking about analyzing your marketing efforts. So be sure to follow along.
Would you like a copy of my social media content calendar template? If so, grab it by filling out the form below.
I bet you can’t wait to get Part 3 of my series. I understand. It’ll be here soon.
Meanwhile, in addition to practicing patience, you can learn about What to Post on Each Social Media Platform at Entrepreneur.com.