Creating a content plan, especially for a business, can be intimidating at first considering it’s a new concept; however, many business owners are working up a content plan for their social media accounts. The best part about a content plan is, well, just that - you have a plan. Today I would like to focus on how to go about creating a content plan when you’re ready to do so.
First, you want to examine where you are currently, especially if you’ve just been hired onto a new team. Take a moment to study how the current state of the business’s social media. Take note of how many followers you have, their engagement numbers, and so on. It is important to take note of these things so you can keep track of your progress as you create and carry out your content plan. Once you have done this, take a moment to also note the overall goals for the business’s social media. What is the goal number of followers? What are the goal engagement numbers? Things like that. Set goals and make them clear so that it’s easier to create a content plan.
This step is one of the most important steps in creating a content plan, but how do you determine your target audience? The key to finding your audience is figuring out what content your audience engages with the most. For example, when your profile is set up as a professional profile, Instagram has a feature that allows you to see how many people you reach, and track your growth and engagement numbers. Profile Insights is one of the best ways to determine what content your audience engages with the most. Then, you can best determine what audience is most likely to follow your content.
What kind of content do you want to give your audience? Is it a list of tips/tricks? Is it how-to videos? How about memes or other humorous content? One of the worst ways to increase engagement is not choosing what kind of content you want to provide for your audience. If you choose to post a bunch of random content without it being a part of a certain category, it is unlikely that you will be able to get much information from your profile insights. I recommend choosing 2-4 categories of content. This will help determine your audience more quickly and will most likely gain you more followers faster.
Another tip I recommend to individuals wanting to create a content plan is to determine how you want to portray your content. Do you want to focus more on video content or written content? I recommend a firm mixture of both, but try to focus on one type more than the other. Audiences tend to follow accounts that consistently provide them with content they can engage with. Try posting both types of content, and see which one works best for your engagement numbers. That will help you determine what type of content your audience wants to see.
Now it’s time for the fun part! Once you have determined your audience, what type of content you’re focusing on, the subject of your content, and so on, now is the time to create content. Remember to keep your audience in mind. You want to keep your followers engaged, but you also want to catch the attention of potential followers. Another thing to consider is how often you’re going to post. You don’t want to overwhelm your audience with too much content, but you also don’t want to not provide enough content. Both of these things can cause followers to unfollow, and nobody wants that. Consider researching how often you should post. It’s different for every type of business, so experiment a little to find what works best for your audience.
Engaging with other businesses’ content and/or sharing their content is a great way to get your name out there. Additionally, you will create a positive image for your business. It is always good to create a community over-competition attitude around your business. You don’t want to be the business that no one wants to work with because you have a selfish attitude. All of this being said, the main idea is to make sure to engage with other pages when time allows.
I hope this post is useful to you when you're ready to tackle creating a content plan!