Content Planning

21.07.2016 |

Episode #8 of the course How to create stunning content on Facebook by PromoRepublic


Today we are going to discuss why content planning is so important, how to create it, and what tools to use.

Is your content too diversified or too overwhelming? Do you plan your Facebook events and holidays in a rush? That’s because you do not effectively plan your content.

The golden mean in posts and high productivity—these are the two benefits of content planning. But let’s start from the very beginning.

1. Goals
First, you need to define your goals. Why do you want to create content? Why do you need a content marketing plan? Answer these questions to customize a plan to your needs.

2. Audience
Who is your target audience? This is another crucial question to answer, as it directly affects the content you will produce and share.

3. Content to Post
Now that you know why you need content and who your target audience is, it is time to think about what exactly to post.

Download a content planning template that will help define your Facebook goals and target audience together with a simple content calendar

Start by analyzing your previous posts (if you have them) and your main competitors’ posts. What content did you (they) post, and what was the most successful and engaging?

Now get all the information about goals, audience, and content analysis together and see what you’ve got. Check the number of content ideas we have already discussed in Lessons 2 and 4 and revise the social media rule of thirds from Lesson 7.

Note that B2B and B2C content strategies are different. For B2B, it is best to mix educational content with expert links and sales, while for B2C it’s better to choose entertainment content, expert links, sales, and discounts.

Next, define what content will lead your marketing strategy. This must be 3-5 content types (links, infographics, images, videos, etc.) at most. You can use other content ideas from time to time, but don’t abuse your reach.

Tip: Your content plan is not forever. You should analyze it repeatedly and make corrections if needed.

Remember that a content plan is an individual thing. Nobody can tell you what to post, but if you follow the simple steps above, you will find out.


Tools for content planning

You can create your content plan by using a sheet of paper and a pencil. However, we recommend you use advanced tools to save time and effort. Check out our short list of social media planners and their main features.

PromoRepublic – template library, drag-and-drop graphics editor, viral-ready posts tied to key dates

CoSchedule – headline analyzer, Bitly and Evernote integration, drag-and-drop editorial calendar, content workflow

Buffer – Android and iOS apps, Pablo image editor, integration with various apps

ContentDJ – daily content recommendation, quotes, hashtags, and trending content

Hootsuite – streams, app directory, one-click posting

Tomorrow’s lesson will be devoted to timing and posting frequency.


Recommended book

“Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses” by Joe Pulizzi


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