When you post something on your personal social media profile, you usually do it on the spur of the moment. Something you think, feel or see compels you to share it with your followers at that very moment. Smartphones have certainly made this manner of communication much easier and more common. But when it comes to your business profiles on social media, you should be taking a more strategic approach to what you post. An easy way to start on that path of strategic social media marketing is to create and maintain a content calendar.
It might sound overwhelming but a social media content calendar can be something as simple as a spreadsheet you use to track what you are posting on your profile(s) each day of the week. You can also use online tools that allow you to manage your calendar and schedule your posts and tweets from their platform. It might take some trial and error, but once you find what works for you, this tool can be very beneficial to your social media marketing and even your overall marketing and advertising strategy (although those are usually referred to as editorial calendars).
So why is a content calendar so important to your social media marketing strategy?
Content calendars help you keep track of what you plan to post on your business pages, but it also helps you keep track of what you’ve already posted. If you manage multiple business accounts on multiple platforms, it’s easy to forget what you have already posted. Using a spreadsheet or some other platform with an easy search capability will help with this. All you have to do is search a word or a phrase in a post you’re planning to see if you’ve already posted something similar.
- Planning Ahead
You can use your content calendar to plan ahead a few weeks, a few months, or even the whole year! Keep track of when you’re having big sales or events, the days of all the major holidays, and then use these to plan what type of content you want to post and even when and what kind of promotions you want to coincide with these sales, events and holidays.
- Collaboration and Approvals
While many businesses designate one employee to manage social media accounts, having a content calendar allows for collaboration and approvals on upcoming content. You can share your calendar on a server or shared drive so that multiple people can view, edit or even comment on the upcoming content. The online platforms I mentioned above often come with a built-in approval process if your company requires a chain of approvals prior to posting (this is especially important in highly regulated industries such as financial services, healthcare, etc.).
You can apply the same ideas you use for your business’s marketing and advertising tactics to your digital marketing. You simply have to align your social media strategy with your editorial calendar and plan out your content accordingly.
Need help creating a digital marketing plan? At AWG, we can help you create a comprehensive digital marketing strategy that will work best for your business and bring the most value to your customers.