Experienced SMM specialists have written content plans more than once. But how can you do it most effectively? And if you are a beginner, you are probably wondering where to start. We have created a guide for you.

Rules for a good content plan

• Posts are written in advance and scheduled for automatic posting,
• It includes all platforms and is adapted for each,
• It maintains a balance between original and borrowed content.

Another rule is that the content plan should illustrate the marketing goal. Not all posts individually will work, but collectively, the content will create a brand image and increase recognition.

Step one — define categories and content topics

To understand what to fill your social media with, you need to study your target audience. Start by looking at what they are subscribed to. From the list of groups, you can already identify their interests and find a direction for your content.

After that, study the social media of your competitors. Save posts with the highest and lowest engagement and analyze why this is happening. While looking at other brands' social media, make a list of their categories and topics. Then think about what questions are not being addressed. This is your chance to fill a niche.

If the goal is to increase company recognition, showcase its values in the content: mission, social projects.

Typically, all posts are divided into:

• Company news,
• Useful publications,
• Customer stories,
• Engaging posts,
• Entertaining posts.

For example, if you manage a cosmetics brand account, suitable directions could be: lifestyle and self-care; product reviews; expert tips; promotions; interactive content — polls, quizzes, contests.

Step two — plan your publications

The list of ideas should fulfill two goals: relate to the category from the previous point and reflect the marketing goal. Along with the future post, think about the format: will it be a post, cards, an article, or a video?

Where to get ideas? Recall what you have seen on competitors' social media: adapt it for yourself. Check out foreign companies — you will surely find something interesting. Neural networks can also help generate new ideas: there are specialized AIs as well as standard ChatGPT and YandexGPT.

For a category featuring a cosmetic product review, let’s borrow an idea from a Malaysian brand and adapt it: we will create reels with a video collage and demonstration of different makeup looks. In the description, we will recommend specific products.

Step three — repurpose content

One finished post can easily be transformed into several different formats. Reusing content is perfectly normal.

A cosmetics brand released a reel titled "Before & After." First, it shows an actress with problematic skin and describes her, then the actress applies the product, and her face looks fresher. The video also highlights the product's features.

*We can turn the reel into a post for VKontakte: we will convert it into cards. The first will be "before" with a list of problems, the second will feature the product and its functions, and the third will be "after" with a description.*

*For Telegram, we will create a "Before & After" collage, and transfer the main information into text: what common skin problems are and how the product can help.*

Step four — organize the content plan

It’s convenient to do this in planners or even standard Excel. Distribute post ideas across the days of the week and times.

A few rules:

• For each social media platform, determine the best times,
• Do not place similar format posts next to each other,
• Do not place posts from the same category next to each other.

Leave space in the plan for curated content — existing publications from other authors in the same field. Such information should not just be copied and pasted, but transformed and the source indicated.

For example, we found a study by a biologist explaining how foundation interacts with the skin. We will write a brief description of the article and provide a link. Or we can create a summary: highlight the main facts from the material.

Step five — assign tasks

To ensure the content plan is implemented on time and with quality, you need to create a chain of actions. Determine the order in which the team or an individual will tackle the work. For example, first, the task is given to the SMM specialist who gathers information for the post. Then, they pass it to the copywriter who formats the text. The proofreader reviews it and hands it over to the designer.

The same can be done by one specialist:

• Gather information,
• Format it into an attractive text,
• Proofread,
• Design it,
• Evaluate the work comprehensively.

The final step is to turn the plan into ready posts. Good luck!