Let’s face it, with so many popular social media platforms, it is sometimes hard to keep track of posting for each of them. After having created a social media strategy for your brand, (we share some insights on this blog) you must translate these tactics into a cohesive document to keep track of posts, captions, media, etc.
It is essential to have an established editorial, or content, calendar in which you plan accordingly for upcoming months. It might sound like a simple task, but editorial calendars take careful planning to generate successful results and help your business grow.
Through the following blog, we share 5 important tips for creating your first editorial calendar.
1) Create a Calendar Template
First things first, creating a home for your content. By this, we mean coming up with an appropriate template in which you can store all social media-related information, and be able to keep track of when your posts are going up.
Editorial calendar templates can be made in many different ways, whichever fits your business best. Whether it’s a spreadsheet or a slides document, the most important factor is having all assets (photos, videos), copy (captions), selected platforms, and posting times all in one place.
Many marketers typically prefer to go with slideshow templates in which you’re able to add an overview of your calendar, and then have individual slides for every single post. This method is easy for organization and gives you enough room to add notes to content, or format images.
2) Select your Platforms
Instagram, Facebook, Twitter, TikTok, YouTube, and the list goes on. Every year, new social platforms become popular and generate increased traffic for different services. Just like advertisers find themselves wanting to place ads on popular platforms, you must prioritize which social media is best to reach your target market.
Accion shares a very helpful article including an informative chart that helps you select the right platform for your goals. You should not limit yourself to posting on just a single social platform but should strive to select the top 2-3.
Trying to overdo it and want to be active on all platforms can backfire and instead of helping you grow, create a weak performance. You want to find your niche and produce lots of quality content on a few platforms, this, essentially, will translate into customer loyalty and growth.
3) Perform Consumer Research to Determine Posting Times
By diving deeper into your selected platforms and target market, you’ll be able to better understand their preferences and oversee trends that will allow for more appealing strategies. You need to look at activity patterns within your market and establish what times you want to post on individual platforms.
Sprout Social does a great job at providing yearly reports in which they share data on best posting times for social media, even subcategorizing it into industries. By looking at countless amounts of data, they suggest prioritizing the most common posting times, days, and times in which your audience is most engaged. Of course, you should not only rely on studies but take time examining your brand’s insights to look at more specific findings on when your audience engagement its peak.
4) Come up with Post Categories
Another aspect that you can incorporate into your editorial calendars is posting categories. You can classify these by color-coding posts on the calendar based on what category they belong in, the color-coding will help you visualize the variety and balance that is needed within your feed. Some sample categories, which of course would vary depending on your industry, can include:
- Informational posts
- Team Posts
- Behind the Scenes
- Videos or Reels
- Q&A Posts
- Giveaways and Contests
- Blog Posts
With so many options, you have the power to create a very balanced feed that keeps your audience engaged. Mixing images, infographics, and videos, your feeds will look dynamic and allow you the freedom to analyze which types of posts perform better within your market and prioritize creating more of that particular type of content.
5) Invest in a scheduling tool
Although you could manually post every single post per platform, this is very time-consuming and, as marketers, we barely have time for that. Thankfully, there are multiple scheduling tools that can help make your life easier. Some free tools that enable you to schedule posts are Hootsuite and Buffer, integrating multiple social platforms all in one. On the other hand, there’s also the option to invest in a more professional social scheduling tool such as Later or HubSpot, which not only provide amazing extra features such as multiple account hosting but give you great analytics data that you can use for planning future posts.
By spending some extra $ in one of these tools, you will not only save valuable time but use that time on content creation instead!
Don’t have enough time to create an editorial calendar for your brand?
At Vuepoint Agency, we can create your social strategy, editorial calendars, and take care of managing your social platforms. Give us a call at (210) 858-7295 or contact us through our website to get started!