Creating a Broadcast Plan and Editorial Calendar

Having amazing content across your social media channels is essential to succeeding with a digital strategy, but so is having a marketing plan including all your content, blueprints for content creation and curation, along with an editorial calendar.

Every plan should answer the following key questions;

  • What type of content do you intend to post and promote–do you have a product or service you’ll be highlighting and what is your call to action?
  • How often do you plan to post on each social media platform?
  • Who is your target audience or perfect avatar? On which channel will you most likely find that viewer?
  • What is your plan to promote your content?

Once you’ve got a proposed marketing plan together, match it with an editorial calendar listing the dates and times you intend to publish blogs, Facebook, Instagram and Google + posts, and Tweets. Include other content you plan to use during your social media campaigns including live stream videos, Medium and Linkedin posts, YouTube and Vimeo content, and Quora strategies.

Calendar creation and scheduling should take place in advance rather than updating constantly throughout the day, providing the opportunity to work on the text and format of the message rather than writing and posting on the fly or only when you “have time.” Spontaneous engagement is acceptable with unexpected content or with customer service opportunities, but should not be the norm.

Keep each post within the mission statement you aligned with each platform on day two. Establish a content matrix that defines what share of your profiles will be allocated for different purposes. For instance;

  • 50% of content will drive viewers to your website/blog.
  • 25% of content will support selling, lead generation, and conversion.
  • 20% of content will be curated from other sources/websites.
  • 5% of content will be fun, spontaneous company culture posts.

As you put together a marketing plan and editorial calendar, refer back to the objectives and goals you created on day one to make sure the overall marketing of each site feeds back into those goals and use data analytics to measure the effectiveness of your plan throughout the year.

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