How to create an editorial plan for publishing in social networks

The lack of content ideas is one of the worst nightmares of marketers. Imagine the situation: you open the publication plan on the corporate website on Monday and see that this week there are three detailed and helpful guides. They will receive their "likes" and comments like "and here it may be better this way, and there it goes." But for social networks this is not enough: you want a dispute with a virtual massacre, viral distribution, drive. Cats and nudity immediately fall away: the audience will not understand.

An effective tool to combat the lack of content ideas is the editorial plan. In this article, you will learn why you need it and how to create it.

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Why do we need an editorial plan

The editorial portfolio is a plan for creating and publishing materials. The term "content plan" can be used as a synonym for this concept. With this tool you can solve practical problems listed below:

  • Plan publications in social networks. If you have an editorial portfolio, you always know what content you will publish and when you will do it. Thanks to this you get rid of the need to urgently invent a topic for the next post. Your materials become relevant and in demand. In addition, you get the opportunity to publish content in a timely manner. For example, you will put an article on the New Year's ezine in the plan on the eve of the New Year holidays, and not at the end of summer.
  • Analyze the effectiveness of publications and optimize content strategy. In the content plan, you can evaluate published materials using selected metrics. This will help choose more effective topics for future publications.
  • Plan the work of content creators. Thanks to the editorial portfolio, your copywriters, designers, Bild editors will always be in charge. They do not have to spend too much time on an independent search for useful lessons and playing in social networks during working hours.
  • Optimize activity in social networks. In the content plan, you indicate the sites on which it is necessary to publish specific materials at the chosen time. Thanks to this, you avoid the situation when you have 15 posts a week on Facebook and one on Google+.
  • Improve the quality of content. Good stuff is impossible to write with a swoop. Copywriters should examine the information, talk with experts, discuss the article with the editor. Thanks to the editorial portfolio they get enough time to prepare.

No longer consider the editorial portfolio an unnecessary formality or a manifestation of bureaucracy? Then for the cause.

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How to create an editorial portfolio for publications in social networks

The step-by-step plan presented below should not be taken as a dogma. You can focus on it by changing the steps of places, removing unnecessary and adding your own.

1. Define your target audience.

You need to know for whom you are creating and publishing content. Use the marketing person method: personalize audience segments. This will help you in identifying reader needs.

2. Determine the information needs of the audience

This stage is inextricably linked with the planning of the overall content strategy. You need to create the widest possible semantic core. In this way, you will recognize the information needs of all segments of the audience and associate them with specific marketing persons.

Brainstorm. Discuss with the team of content creators the specifics of publications intended for each audience segment. Consider whether you can create universal posts or you have to make separate materials for each marketing person.

3. Determine the types of content you will constantly create.

Evaluate the resources available and determine the types of content you can create regularly. For example, if you have full-time copywriters, you can focus on different types of text content: articles, reviews, news, etc.

Add to the content plan the main types of content that you will publish regularly. Leave space for other types that you will create from time to time with the assistance of third-party specialists. For example, once a month you will publish visual content created by a professional.

4. Determine the social networks in which you will post content.

Focus on the preferences and interests of the target audience. Choose a few social networks in which you can accurately maintain activity and monitor the reaction of the audience. Try to include in the list at least one network that specializes in visual content.

5. Inventory created content

Check whether you can partially satisfy the needs of the audience with the help of previously created content? Perhaps you did research, interviewed, wrote a book. Revive these publications, update and reuse them. Put it in the content plan.

6. Assign content supervisor

In social networks you can publish someone else's content of value to your audience. This is called content curation. Determine the sources of valuable materials, the frequency of publication of someone else's content.

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7. Determine the topics and dates of publication and assign responsible

At the final stage of creating an editorial portfolio you need to determine the topics of publications, the planned time of their release and the responsible persons. Distributing articles, consider the specialization of the authors. Keep up with the timeliness of publications. For example, materials on industry trends are best published at the end and at the beginning of the year.

8. Choose criteria and frequency of publication evaluation.

You can rate publications in social networks by audience response, the number of clicks to the site, or other metrics. Analyze the effectiveness of materials with a given frequency, make timely changes to the content plan. For example, if you see an audience responding to user guides, but ignoring promotional content, draw conclusions.

Can you work without an editorial portfolio?

Fair? Can. First of all, it concerns young projects working in the absence of tough information competition. Imagine, in front of you nepahana field: you need to write dozens of articles, each of which seems to be a priority. In such conditions, even without a content plan, you know what you will write today, tomorrow and the day after tomorrow. Of course, you can fall into the unsystematic trap, but at the start of the work it almost does not affect the effectiveness of the content strategy.

As the project matures and competition grows, you will increasingly feel the need for an editorial portfolio. First of all, you will increasingly think, and what would you write about so that the spoiled audience will notice this. Secondly, you have to take into account the content activity of competitors. Thirdly, as the market matures, more and more events and changes will occur that require attention. In order to cover them in a timely manner, you will sooner or later have to plan content creation.

What content plan do you need

The larger and older your project, the further the planning horizon moves away. If at the beginning of information activities you can work from the wheels, then becoming a trendsetter in the industry, you will feel a lack of freedom. This is simply explained: you have formed an audience, and now you have to take into account its needs. They are reflected in the volume of the editorial portfolio, planning horizons, the types of content used and the coverage of social networks.

As for tools to create a content plan, use any. This can be a table in Excel or Google Docs, plugins for WordPress, for example, Editorial Calendar or coShedule, third-party services, for example, Kapost. The main thing that you feel comfortable.

Watch the video: How To Build a Content Calendar (December 2019).


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