Probably every brand or business has heard about content being the king and already implemented some form of content marketing into its campaign. But very often that’s all, no further strategy here. To be specific, according to Marketing Profs and CMI study, 63 % of surveyed businesses don’t have a formal content strategy. And that’s such a waste of both time and energy!

Publishing on the web or social media platforms is not only about sharing something out; this job includes many different elements such as brainstorming, drafting, editing, graphic design work or promotion. Especially when your team is bigger than one member doing it all, last-minute posts cause a higher risk of making some mistakes or bringing low quality work.

The most often mistake due to no planning:

  • Time and stress struggle for team members
  • An unbalanced mix of content (repeating still the same or very similar posts)
  • Missing important dates
  • Rushed and incomplete work

The solution for all of it is in fact trivial. Start to plan your publishing, come up with a structured plan and calendar and keep a record of it. You can make use of the most basic excel sheets and just write in the posts or work with full professional solutions for social media managing.

To do the best work, make your job easier and save some time, here are few tips for the best publishing flow!

Write in All Important Holidays or International Days

To never miss any of special or international days directly connected to your business, make sure you add them all to your calendar. Forgot those could bring you a competitive disadvantage, not only in a matter of communication but also product offer for example.

You don’t have to stick only with business-orientated days but feel free to get some fresh inspiration for your posts and time to time work with it. Just leave an idea in your calendar to work with it in the future and never miss it.

💡Tip: Prepare a basic plan for the whole year, including your business plans and goals, but also holidays or the international days. Later every month go in more detailed planning, and you will be sure not to forget anything important as well as see the balance between the posts.

Find The Ideal Mix of Content Types

In addition to the last mentioned, balance is crucial. No one loves those talking about themselves all the time, even though you are trying to sell your product or service. Not to mention, it’s boring! Bear in mind there are many content types you can (and should) work with:

  • Your article or blog posts
  • Web articles, videos and news from your industry
  • Infographics and other visuals
  • User-generated content
  • Interactions and responses
  • And there is more!

To find the right mix, you need to try the content types and analyze the result afterward. For the beginning, you can try one of these tactics. Firstly it’s a rule of thirds.

  • ⅓ promote your business, drive sales or generates leads,
  • ⅓ benefit your audience – share ideas, news, case studies, articles and best practice of other leaders and companies,
  • ⅓ engage with your followers directly and build a personal brand – answering questions, responding to comments, or reposting user-generated content.

Secondly, you can always try the 80/20 rule, which says that 80 % of your social media posts should inform, educate, and entertain your audience, and only 20 % is left for direct promotion of your business.

Collaborate within The Team

As mentioned at the beginning of the article, social media publishing is a work consisting of plenty of activities. That also means that you are probably cooperating with other team members for achieving the best results possible. In this case, it is crucial to know precisely what are your colleagues working on right now or planning to do.

Start in your plan with the very first idea of social media post and tag coworkers – copywriter, graphic designer for visuals and social media manager from the promo. Knowing the plan in time gives everyone enough space to do the best work possible. And remember, not only in love relationships communication is the most important but also on workplace!

Moreover, it backs you up when one of you unexpectedly falls ill and is out for a week for example. No one is left wondering what to post, and your social media publishing smoothly continues.

Target Your Audience

Targeting your audience is a chapter deserving of its article (here), and you need to keep in mind who your reader is, and what he or she wants to see/read. But more questions about them have to be answered – where and when👇👇

To find out, you need to track your social media and analyze which channels work the best for you. You can use Facebook analytics, for example, Instagram, etc. and compare it to each other. Or make use of the complexity of social media managing tool to see them all right next to each other.

Or even compare your social media work with the whole segment, biggest competitors and follow the trends.

On top of that all, the discussion about the perfect time for sharing posts is as old the social media itself. Yet the best universal answer, in fact, doesn’t exist (on the other hand, data from industry studies is a good start). But you can easily find your best-performing time within the social managing tool. For example, you can see what is the Page reach by the day of the week, when are your fans online or what is the most engaging time slots for your posts.

Bonus Tip: Don’t Forget about CRM

An effective content marketing strategy is built on the ability to listen to both your team members and readers (fans or customers). Such workflow enables you to react in time to everyone’s needs and bring up the best content ideas. Keep an eye on the reactions of the fans and mainly, respond to them! The work is not over once the post is published.

Long Story Short…

Be prepared, and nothing can surprise you. A content plan for social media is a system giving you the option to optimize your work within the team and publish the best content possible. Make sure you won’t miss any of it!

“We don’t have a choice on whether we do social media, the question is how well we do it.”

Erik Qualman

Are you interested in more ZoomSphere features and products for social media managing? Great! Let me know on email karolina@zoomsphere.com, and I will be more than happy to help you.