So many organizations feel overwhelmed by the need to create content for every social media channel on the planet. Or worse yet, many brands create one type of content and then blast that content onto every social platform. If that’s you, you need a social media channel plan.
Most likely, your goals are different on each social platform. Since that’s the case, the content you develop for that platform needs to be different as well. Here are the components for your channel plan.
- The Channel (For example, Facebook.)
- The Persona (Who are you specifically targeting? Please choose one.)
- The Goal (Is it a sales goal, cost-savings goal or are you trying to create a better customer experience?)
- Primary Content Type (Textual, video, infographics?)
- Structure (What does a general post look like?)
- Tone (Playful, sarcastic?)
- Channel Integration (How will this channel work with your other channels for maximum impact?)
- Desired Action (What user behavior do you want to achieve?)
- Editorial Plan (Every channel needs its own editorial calendar.)
And this is exactly why content marketing isn’t easy. But if you leverage a social media channel plan correctly, you’ll be able to double down on the channels that work for you and be realistic with your resources on the other channels.
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