You didn’t hear this from me but…
Apparently she’s got split personality. I’m so serious! She was literally just talking about her brand archetype being the creator, but now she’s totally type A and plans every little detail out like she’s an army strategist. This week’s notes were focused solely on creating the perfect content marketing plan. Strap in this one’s pretty fun…surprisingly.
Planning
So, we’ve covered target audience, brand story, buyer journey, KPIs, and brand kits. Now these elements are going to join forces and create the goals needed for a marketing plan. As Sypress put it, we’re going back to the third grade and using the 5W’s to stay on track and remember the brand’s mission. The content created in batches (for efficiency) should be repurposed for multiple platforms and must be connected to a goal (Martin, 2022). First, look for some content themes, followed by campaign brainstorming, and then decided when to post. When is your audience online? What are the best days to post for the niche? Just a couple things to consider.
Mixin’ n Minin’
Alright, let’s get into recycling content. New content doesn’t have to be made every single day. It’s totally okay to repost content with a 40:60 ratio or rule of thirds as long as it’s relevant to the audience, related to the goals, and tied to the themes (Martin, 2022) (Newberry & Cohen, 2022). It will also be a great help to find Subject Matter Experts (SMEs if you’re in the know 😉). Some research like interviewing and empathy mapping will help uncover why users should care (Little, 2017). Research will be happening throughout the content publication process and it’s important to remain informed in order to provide educationally relevant content to your audience. The audience wants authenticity and credible information, so do as the metrics say (Ihnat, 2023)
Content Calendar
With all this in mind, the content calendar is a beast of its own. I don’t understand how she has enough time in the day to be such a creative while planning for what seems like forever! The catch 22 is all this planning does make the job easier. A social media calendar is “a detailed overview of your upcoming social media posts, organized by date and time” (Newberry & Cohen, 2022). Let’s cover the four easy steps.
- Audit content
- Review content mix
- What the calendar should include (platform, format, date/time, paid or organic, copy, etc.)
- Team review
Brooke Ihnat made a really great point in stating that social media accounts can quickly becoming a dumping ground of brand promotion. To avoid this, refine the marketing strategy with strong guardrails in place and don’t say yes to everything. Be a critical thinker and remember the mission.
Her Pisces sun Capricorn moon combination is making a lot of sense now. Mix these ingredients together, and you’ll have a winning social media content planning recipe. But don’t take my word for it. Try it yourself and see the results. Syy’s secret recipe is pure gold.
Just remember, if anyone asks you didn’t hear this from me.
XOXO,
Bona Fide Barbie
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