If you want to set up a concrete content strategy on social networks, you will need a tool: the editorial calendar. The benefits are many. It allows you to have a long-term vision of your strategy, to ensure consistency between your different content and to identify the work to be provided over the coming weeks. So what should be included in your editorial calendar? Here are some suggestions for creating your own …
Days of the week
For organizational reasons, this may seem obvious. But the days of the week can directly inspire your content.
Indeed, certain days of the week are entitled to their specific hashtag on social networks. For example, Thursday has its #TBT (Throwback Thursday) and Friday has #VidrediReading and #TGIF (Thank God It’s Friday).
Date and time of publication
Organize your content chronologically by indicating their date and time of publication. You will be able to see at a glance your regularity, and identify afterwards the schedules that work best with your audience.
Purpose of the publication
Is your post intended to generate traffic, engagement, or bring information to your subscribers?
Indicating the objective of the post directly on your calendar allows you to ensure a good balance between your different content. Because if you only publish promotional content, you will quickly end up talking in a vacuum!
Subject of the publication
In the same logic as the previous point, if you are still dealing with the same subject, you can quickly become boring. This column is a reminder for all the key topics to share regularly, based on the interests of your audience.
Webinar: 4 steps to define an effective social media content strategy
With Charlotte Fayat, Social Media Manager at RDE Marketing
See the replay
Specific message for each network
If the background of your publication can be the same depending on the social network on which you target it, the form must change! Prepare a copy of your message adapted for each channel (Instagram, Twitter, Facebook, LinkedIn, etc.), with the images, links and hashtags to share, taking into account their specificities and constraints.
Placeholders for recurring content activities
Your editorial line most certainly contains recurring appointments, for example if you share a new article in your blog every Tuesday or if you post an inspiring image every Friday. Include these placeholders in your calendar, so you don’t forget them or reserve them for other content.
Manually entering all the hashtags for each of your Twitter or Instagram posts can take a long time, and you run the risk of spreading yourself out over a multitude of subjects. Creating a space with all the hashtags of the subjects for which you want to be positioned ensures consistency and above all saves time!
To format your content calendar, you can start with an Excel document. However, going through a community management tool will allow you to have a more visual and practical calendar, which will allow you to plan and publish your posts.
Social networks and content: a webinar to go further
The editorial calendar is just one aspect of your content strategy. To set up an effective strategy, many other elements must be taken into account! Charlotte Fayat, Social Media Manager at RDE Marketing, and Cyril Azevedo of Meltwater hosted this Tuesday June 19 at 11am, a 45 minute web conference, available for replay.
- How to define your social media strategy;
- The characteristics of engaging content on social networks;
- Simple tools to create publications without Photoshop;
- How to set up a long-term editorial calendar.
Watch the video of the webinar here!