Picture by Dominika Roseclay from Pexels
Picture by Dominika Roseclay from Pexels

Content creation is one of the fundamental pillars of any digital strategy for a social media marketer.  The quality and frequency of your content will improve the communication you transmit about your business or product and will attract new clients. Planning your content in social networks in terms of format, day, frequency, etc., will allow you to take the time to produce the valuable content that your ideal customer is waiting for.

As we have already seen in the previous module, some publication formats work better than others on each platform, which is why you should consider having profiles on different social networks that you will treat differently but always maintain the same style to generate or reinforce the identity of your client's business.

The planning will be a good reference and will help you to have some milestones in mind, but it can be flexible and modified according to the needs, for example, an unforeseen event

1. Set your goal:

Having a clear goal will lead your content strategy. Answer this: What do you (your client) want? To become a referent in your niche, to captivate an audience, to increase the number of sales, to capture new customers…

Setting a goal will help you analyse the results and know if your strategy is successful or not. For example, if you want to sell more, you can set a goal of "increasing sales from 400 to 600 in one month".

2. Adapt to the audience:

 You cannot use the same language for a teenage audience of 15-22 years old as for a group of adults of 38-50 years old. Keep your target audience in mind when designing the message, the type of language, the type of images, if they might be interested in an informative article or a funny video... The goal is to capture their attention.

3. Define the pillars of your content:

It is easy for some topics to generate unwanted controversy such as politics or religion. Better to avoid them!

You can define your content pillars taking into account your ideal client as an inspiration to help, motivate, excite and transform them.

For example, a craft bakery will have themes related to its expertise such as: healthy types of bread, differences between types of grain, recipes and ideas to make at home with their products, stories of generations of bakers, explanations about the yeast fermentation process, the best ways to knead, why their bread is better or different from the rest... These would be their pillars.

4. Make a content calendar:

By having the themes or pillars ready, you can plan them on a calendar by placing a theme each day. Following the example above, to publish on Instagram:

  • Monday: Motivational quote related to the bread/grain
  • Tuesday: Information on the bread of the week
  • Wednesday: Fermentation processes
  • Thursday: Bakers' stories
  • Friday: Recipe with bread

So, you begin to give order and structure to the contents but your contents can vary and your calendar can be flexible, e.g., if the bakery organizes a catering, or participates in a competition, that special event must be known at least one week in advance and included in your calendar.


Picture by ready made from  Pexels
Picture by ready made from Pexels

Your task is to create a content plan for a week on social networks that you consider appropriate for a particular business:

1. Choose the social network or social networks if you want to have more than one platform

2. How many times are you going to publish something a day?

3. What time of day?

4. What is the purpose of the publication?

5. What topic or pillar will you write about each day?

6. Are you going to link to other sources or platforms?

7. What visual content do you need?

8. What will be the text of your message?


Use the content planning template in the document section of this module and consider the following aspects when planning:

1. Choose the social network or social networks if you want to have more than one platform: you know, according to the needs of the business, its type of audience, the type of message you are going to transmit, etc.

2. How many times are you going to publish something a day: on social networks the more publications you make a day, the better. Facebook and other logarithms work in such a way that it is easier to show your publications to more people the more often they are published.

3. What time of day? The analysis tools of your social networks can give you an idea of what time of day your followers see more of your publications: early in the morning, late in the afternoon... publish when more people are online. This can be more difficult at the beginning of your account creation but you'll find out over time. Trial and error!

4. What is the purpose of the publication? If you set yourself quantitative goals, for example, to increase the number of followers, or sales, it will be easier to track the success of your actions as a social media marketer.

5. What topic or pillar will you write about each day? Be faithful to the pillars you have chosen for your company. It doesn't matter what you talk about, but always keep in mind respect for others: do not discriminate against any group, do not attack others (people or companies from the competition...). In the links section you have some useful resources on this subject.

6. Are you going to link to other sources or platforms? If the company for which you are running the social networks has a website, it may be interesting to put a link, or if your post refers to a fair or event, the link to the specific event will be useful.

7. What visual content do you need? You should make your own photos and videos or they can be from other sources.

8. What will be the text of your message? Get your creativity going!



Learning Outcomes

Competence Area 1: IDEAS & OPPORTUNITIES
  • 1.3) I can explain that different groups may have different needs.
  • 1.4) I can tell the difference between contexts for creating value (for example, communities and informal networks, existing organisations, the market).
Competence Area 2: RESOURCES
  • 2.19) I can persuade others by providing evidence for my arguments.
  • 2.20) I can communicate imaginative design solutions.
  • 2.21) I can use various methods, including social media, to communicate value-creating ideas effectively.
Competence Area 3: INTO ACTION
  • 3.13) I can combine different contributions to create value.
  • 3.14) I can express my (or my team's) value-creating ideas assertively.