If you want to implement 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 coherence between your different contents and to identify the work to be done over the coming weeks. So, what elements to include in your editorial calendar? Here are some suggestions for creating yours …
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 #FridayRead and #TGIF (Thank God It’s Friday).
DATE AND TIME OF PUBLICATION
Organize chronologically your contents by indicating their date and time of publication.
You will be able to see at a glance your regularity, and identify after-hours schedules that work best with your audience. See below the best time to post on the different social networks:
OBJECTIVE OF THE PUBLICATION
Does your post aim to generate traffic, engagement, or to bring information to your subscribers?
Indicate the purpose of the post directly on your calendar allows you to ensure a good balance between your different contents. 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.
SPECIFIC MESSAGE FOR EACH SOCIAL NETWORKS
If the content of your post may be the same depending on which social network you are targeting it on, the form must change! Prepare a copy of your message adapted for each channel (Instagram, Twitter, Facebook, LinkedIn, etc.), with images, links and hashtags to share, taking into account their specificities and constraints.
RESERVED SPACES FOR RECURRENT CONTENT ACTIVITIES
Your editorial line certainly contains recurring appointments, for example if you share a new article in your blog every Tuesday or post an inspiring image every Friday.
Include these placeholders in your calendar, so you do not forget them or reserve them for other content.
Manually copying all the hashtags for each of your Twitter or Instagram posts can be a long one, and you run the risk of scattering over a multitude of topics. Creating a space with all the hashtags of the subjects for which you wish 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.