A better way to plan your social media
One of the biggest challenges with social media isn't writing the posts – it's deciding what to write about in the first place.
If every month starts with a blank page, you'll find yourself making the same decisions over and over again. Which topics have we covered recently? What haven't we mentioned for a while? What should we prioritise next?
We've never been big fans of staring at a blank page. A simple framework removes much of that repetitive thinking.
Create a framework
Rather than thinking about every post separately, divide your content into a handful of themes that reflect what your audience wants to hear about.
That might include:
Inspiration from completed projects.
Answers to common technical questions.
Help choosing the right product for a particular application.
Insights into regulations, standards or industry trends.
An understanding of the expertise, testing and manufacturing behind your products.
The exact themes will vary from brand to brand, but a framework helps ensure you're consistently talking about the things your audience actually cares about. It also means you'll be publishing a balanced mix of content, rather than talking about the same thing repeatedly or forgetting an important area altogether.
Batch and repurpose
Once you know your recurring themes, batching becomes much easier.
Let's say you've decided to share one technical insight each month. If you've recently developed a CPD or Lunch & Learn presentation, you already have a wealth of content to draw from. Rather than creating a social post each month from scratch, use that existing content to shape a series of posts in one or two writing sessions.
Each section of the presentation could become a post in its own right, helping you share practical insights over time. Not only does this make content creation more efficient, it also ensures you're getting more value from the content you've already invested in.
And because you're already thinking about one subject, it's easier to spot different angles and build a series of related posts.
Leave space to be reactive
Planning ahead doesn't mean planning everything. Think of your framework as the foundation rather than the finished plan. Your recurring themes provide consistency, while reactive posts keep your content current.
The aim is simply to make reactive content the exception rather than the rule. If most of your social media is already planned and batched, you'll have more time to make the most of opportunities when they arise.
Social media doesn't have to be planned a year in advance, but it shouldn't feel like reinventing the wheel every month either. A simple framework, combined with batching where it makes sense, helps you stay consistent, cover a balanced mix of topics and avoid the last-minute scramble for ideas.
If you'd like help creating a content framework that works for your brand, we'd be happy to chat.