Are you tired of creating content for social networks, day after day? Wondering if there is an easier way? In this article you will find out how to build a content strategy on social media that works without leaving you feeling exhausted!
Let’s start with a wider overview of your program and social media content for the year. Since every industry and every business has seasonality, you should be aware of which are the busiest periods for you. If you work for a client, you can always request this information from them, when starting. Apart from the busiest periods, you certainly know when are the best times to advertise your big promotions for the year. Again, if you work for a client, ask them for this information. Will there be Easter, Christmas, New Year discounts and special offers? Will there be special themed promotions around Black Friday in November, or summer / winter offers? Once you have this information, plan content for 4-6 weeks that is thematic and for each of the major advertising campaigns you will have for the year.
Additionally, set aside the times of the year when you would like to relax. Maybe you don’t want to work between Christmas and New Years? Or are you planning a week-long trip abroad in the fall? Maybe you want to lie on the beach undisturbed, at least 2 weeks in the summer? Maybe you are planning a longer family vacation? Or did you like a few conferences you want to attend? Block these periods in the calendar. This way you will be able to compare the days off against the days of busy advertising periods – you will see how much time is left for work and it will be easier for you to plan work obligations earlier.
Third, set aside non-working holidays and mark those for which you plan to have content on social media (national holidays, etc.).
The time that remains free in the calendar is time that you also need to fill with content for social networks, but we will talk about this a little later in the article.
Once you’ve determined the time at which you’ll launch a promotion or announce a new product, here’s how to plan your content.
4-6 weeks before each promotion it is time to warm up your audience and prepare them for the promotion. Pre-promotion content is usually educational in nature, restructures thinking, debunks myths and misinformation in the industry, and helps build a relationship between you and your audience.
During the pre-promotion phase, the content you post should focus mainly on the growth of your accounts, the relationship with users and the engagement of the audience with the content itself. This helps you establish yourself as an authority and gives users a reason to understand who you are and a reason to follow you.
To avoid overloading, this is a good time to focus on the types of content formats that can bring you the best results. For example, Instagram reels currently provide the most reach and discovery. Carousel posts on Instagram and Facebook are also great for reaching more users and are often saved by the audience.
You have spent the last 4-6 weeks warming up and expanding your audience. Now it’s time to shift gears and introduce users to the nature of your campaign. During this time, your content will focus more on the promotion itself, what it is and for whom, and why it is unique. You will focus your posts on the pain points of your audience (what they are struggling with, what problems they have) and how your product or service can help them.
One of the best types of content to publish in this period includes reels (or any type of video content), answers to FAQ’s, tips and live streams.
The easiest way to work is when there are established work processes. Build systems that work for you and your team without feeling overwhelmed by time. Here are some ways you can optimise your content creation process for social media:
You don’t have to sit down and create all the content for a campaign in one day. Sometimes, while we are in the creative wave, we have ideas that can be applied to more than one advertising campaign, customer, product, service. Work in batches. This way you don’t have to overload yourself, you are less likely to get into a creative block and you will have enough time. How you share the content is up to you. For example: you can create content by client, content format, theme, etc.
Creator Studio on Facebook is a great way to schedule content for the next month, the next promotion, or during your vacation and days off. Through Creator Studio you can schedule posts on Facebook and Instagram, and through Business Suite on mobile devices, you can schedule even story posts on both platforms. Personally, I work with a monthly content calendar with my clients. I prepare the required number of publications for the month in advance, and after final approval by the client, I schedule the posts for the month ahead.
Professional advice: Especially on Facebook, I also prefer to schedule ads to the posts for the month in advance. So, I block time to do this work, to concentrate and finish much faster. Additionally, I don’t have to wonder every time which ad is published for which client and which is not.
If you have a whole team at your disposal to help you build content for social networks – delegate! Create processes and use systems that allow more than one person to seamlessly complete the content creation steps.
Sometimes, the number of comments and messages on social networks can overwhelm you, especially during an active campaign. Therefore, you can save time and effort by using the various features of the platforms in this regard. During the promotion, you can change the items in the automatic menu of your Messenger page. You can set up autoresponders on your Instagram account. Additionally, you can pre-identify Frequently Asked Questions and make various social media posts to answer these questions. You can also organise live sessions with questions and answers.
Apart from the promotions for the year and the holidays, you can’t leave your accounts without content for the remaining empty days/weeks. These moments are best for experimenting with more creative content. Choose a few different topics for this type of posts, for example:
The topics you choose to fill these days with can be anything. You can also use more general topics as a backup if you can’t find a specific topic to post about. For example, you may want to post a motivational post on Monday, in which you share a motivational quote or advice.
One of the unique advantages of themes is that they are easy to create in terms of content on social networks. You can create batch posts on a single topic, save them in Drafts in Creator Studio, and use them whenever you need.
In short, to avoid overwork and overload from the content creation process, it is important to be organized, have processes and systems in place, and be well prepared in advance. Plan ahead and have a look at the year-round picture of what content you will need. Take advantage of the help of your team, if you have one, as well as all the functionalities of the various platforms, with which you can preload content and facilitate the process of communication with users.
Do you think there are other ways? I will be happy to hear them! Share in the comments your tips, tricks and experience!
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