“I have a lot of ideas: I can come up with cool posts in 5-10 minutes… Why should I waste time on creating a content plan?”
Everyone thinks this way until they realize that they are regularly late with their posts, make them “on the knee”, duplicate or, conversely, do not fully cover the topics.
In this article, we will tell you why a content plan is needed, how to create it, and where to get ideas for posts.
So, why do you need a content plan?
The situation is identical to the one shown in the movie “Home Alone”: the parents overslept, hurriedly got ready for the airport, and forgot their son at home. Only instead of the parents there is you, and instead of the son, there is the publication of content on social networks.
A content plan allows you to:
- Make a publication plan for 2-4 weeks in advance;
- break complex topics into several simple publications;
- Avoid the fear of a “clean slate” and creative crisis;
- free up time for other tasks;
- Congratulate subscribers on the holidays on time, and not accidentally find out about them before going to bed;
- Optimize workflows with the team (if the designer went on vacation, you will have to make a new grid yourself).
What content always works?
There is no magic formula for creating content. There are 4 main types of publications that attract attention to a young account: samples, tips, TOPs, and ratings.
If your account is popular (more than 2-3 thousand subscribers), you can change your strategy and create content to communicate with your subscribers. A proven way is to communicate with your audience in the comments. We recommend responding adequately to all comments, not just positive ones.
Create different types of posts:
- informational (list, How to, definition, post series, statistics);
- emotional;
- recommended (biography, interview, opinion);
- PR (presentation, intrigue);
- shocking (what if..., forecast, debate);
- fanatic (story, joke);
- current (news, trends, fashion);
- interactive (contests and polls).
What to do if you have no ideas for publications
Without a pre-planned strategy, a creative crisis causes shock. That is why it is worth thinking through the content plan in advance.
If you run out of topics for your posts, we recommend using the following techniques:
1. Analyze your competitors' social media pages
We're not about copying content, but about finding ideas and inspiration. Look at what your competitors are publishing, and what posts users are commenting on. Analyze your competitors' successful tactics to create interesting posts for your target audience.
2. Monitor the news
Don't know what news to use in your posts? Choose interesting topics for your audience. For example, you learned that Instagram developers are testing a new version of the program that won't have likes. Why not tell your subscribers about it?
3. Use services to find ideas
One of these services is Pinterest. This is a huge platform with thousands of pictures, photos, and ideas on various topics. The service has a mobile app that allows you to create separate boards (folders) for different projects. You can also find inspiration on Creative Market – on this service, it is easy to find ready-made grid and banner solutions and create something of your own based on them.
4. Conduct an interview with your own brand
Just open a Google Doc and write down all the questions a potential client might ask you.
For example, you sell Converse sneakers on Instagram. Users will probably be interested in:
- how often is the assortment updated;
- How to measure the size of the foot and choose the appropriate size;
- how to care for sneakers;
- is it possible to return shoes;
- Under what conditions do you make a discount;
- etc.
Now take each question and answer it. That's it: a whole bunch of useful posts are ready.
Tips for creating a content plan
The beauty of developing a content plan is that you can visually assess the topics of posts and, if they are too similar, dilute them with info-driven content and news.
Update the content plan
Don't think that you can't open the compiled publication plan until you have ready-made topics. Imagine that the content plan is a notebook with ideas that you can refine and supplement.
Follow the news
Follow the news in your niche in order to edit planned publications in time or even shift the publication schedule in favor of current news.
Don't look at other people's content plans
The content plan is your document. Make it as convenient as possible. Use Google Docs, Google Sheets, and any other tools that will simplify the creation and use of a content plan.
Write clearly
Word abbreviations and sentences are understandable now, but in a month you will have a hard time guessing what was on your mind that day. Write in detail so as not to forget ideas.
Example of a ready-made content plan
We recommend drawing up a content plan monthly: this way you will have time (if necessary) to adjust publications for the next week without rushing. The type of content plan can be as follows:
Determine the number of posts and the time of publication
You don't need to publish often or rarely, take into account the interests of the target audience and the appropriate time for posting. It is not necessary to publish content during the peak of social media visits. This way your post can mix with other publications.
Try to publish in advance or vice versa - later. For example, if the peak of your target audience's views is at 4:00 PM, you can post at 3:00 PM or 5:00 PM.
Fix the results
You can include additional columns for statistics and analysis in the content plan. For example, create columns for "likes", "reposts" and "comments". This way you can clearly determine which publications are most and least useful for your target audience.
Additional columns may look like this:
Instead of conclusions
Systematic posting, detailed disclosure topics, and analyzing the results is all about the content plan. Your social media accounts will become more effective and popular, and you will be able to devote more time to other tasks.
