5 Tips on Creating a Social Media Content Calendar

5 Tips on Creating a Social Media Content Calendar
Behlul M
October 29, 2017

A social media content calendar is exactly what the name suggests: a way of organising and planning all upcoming content for (various) social media platforms. Whether you’re using social media for your B2B or B2C needs, creating a content calendar not only saves time and effectively organises your content, but it also allows your brand to plan content around important dates and helps you keep track of your objectives, because every piece of content has a specific purpose.

Strategically planning out your social media content will also enable you to obtain a better understanding of successful content and create more of what your audience wants to see. This deeper insight can help you determine who your audience is, the best times to post, and the type of content they prefer, ultimately making it easier to replicate what’s working. Here are 6 tips on how to create a social media content calendar for your business:

1) Keep your audience in mind

To create and post good content, it needs to first reflect the needs and interests of your audience. That means the first step is to understand your audience in and out. Whether this is your existing audience or your target audience, the best way to do this is to create audience personas. These provide an overview of what your typical audience looks like, in terms of their demographics, interests, goals and their wants. These personas will inform the content you create – so keep in mind whether a certain piece of content aligns with one of your personas (and audience).

2) Analyse what content resonates

To create content that successfully resonates with your audience the most, you need to know what this content looks like. The best way to go about this is by first analysing all the current content that you have previously produced and examine what has worked. Ask yourself: what content has gotten the most likes, comments, engagement, views, reach or shares?.

3) Audit and categorize existing content

Now that you have a better understanding of what content is successful, look at the type of content you already have. Go through your content library and identify categories or the different types of posts you share, for example, product offerings, client testimonials quotes, or even video content. Then, examine whether this is relevant, up-to-date and achieves a specific purpose.

4) Make note of important dates

Once you have a clear idea of your content, the next step is to create an actual calendar. Create an overview of all the important dates by mapping out the major events for the month, especially those you want to create your content around. These could include holidays, local events or features, and other important dates related to your business, such as product launches.

5) Determine calendar processes

Now that you’ve got a bare skeleton of a content calendar, it’s time to fill in the finer details of the schedule. Here, the most important things to keep in mind are how frequently you’re going to publish content on the different platforms, the best times to post, the ideal purpose and objective you’d like to achieve with each post as well as the content mix – how much of each type of content and category of content you will post. From there, establish who from your team will be working on creating the content and who is responsible for scheduling it for publication on the social networks.

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