Do you know what you’re posting on Facebook tomorrow? If the answer is no, then you could be in trouble.

Without planning, any Social Media Manager will struggle to execute a successful social media strategy, meet KPIs and deliver impressive results.
*Cue: the social media content calendar*
Exactly what it says on the tin, a content calendar is a calendar featuring all of your upcoming social media posts, also often indicating the social channels you will post on, timings, additional hashtags and any audience targeting.
Whilst it may seem unnecessary to have weeks of social media content planned, you’ll find that using a calendar allows you to have a more strategic approach to your online presence and you’ll never lose sight of the bigger picture.
With that in mind, we’ve created a few tips to help you get started.

1) Find out what content resonates

Before you can start filling out your editorial calendar, it’s essential that you know what content is working on your different channels. What works on Facebook may not work on Twitter, and some posts may just not be performing well at all. Without understanding what resonates, you risk alienating your audience, resulting in ever-decreasing engagement rates.

2) Variety is the spice of life

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Your calendar should incorporate several content streams, and you should also think about different ways to post your content. Instead of product post after product post, try using animated content including videos, gifs and cinemagraphs, to put across your message. An easy way to make sure that your calendar contains an appropriate mix of content is by dedicating specific days of the week to certain types of posts.

3) Dates, dates, dates!

Make sure you reference any event dates that may be relevant to your industry, for example if you’re a fashion brand, you may need to plan content around London Fashion Week. A quick Google search will also bring up any National Awareness Days, Holidays or Silly Days and more often than not, these will trend on social channels. Twitter’s #ownthemoment is just one of the great social media tool out there that will identify key dates for you.

4) Post frequency

More often than not quality over quantity wins and it is better to put out posts that resonate over subpar content throughout the day. Social Media Marketing has transformed the marketing world into a content heavy industry and if you don’t stand out, you risk getting lost in the noise. Remember, it all depends on your brand and what works for you.

5) Timings

Unfortunately it isn’t enough to just post content to social whenever you feel like it and the time content goes out affects engagement more than you may realise. Posting at 10 AM could be the optimum time for one brand, whilst for another lunch time may work the best. Know your brand’s optimum time by testing your content and you’ll see your engagement rates soar.

Just one word of warning. Whilst having a month of planned content will leave you feeling smug, it’s still important to be reactive. There are many trends you just won’t be able to predict.
Got any content tips to share with us? Get in touch at @passion_digital.

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