What is a content plan and how to create one

A content plan is an indispensable tool for effective social media management and achieving high results. Its creation is not as complicated as it might seem at first glance if you know how to create a content plan.

In this article, we will look at content plans in detail, help you prepare your own or adapt an existing example to the specific needs of a marketer or client.

Content plan: what it is, its purpose and example

A content plan is a distribution of content, what, where, and when to publish. To succeed, it is important to create a content plan that will help ensure high quality content and timely publishing. Its main goal is to prioritize content creation based on your marketing strategy. Thanks to the content plan, you will be able to maintain regularity of publications, attract new customers, inform about new products, promote and sell them.

A successful content strategy is impossible without an editorial plan. It clearly shows which publications will be published at a certain time on a certain social network or platform. The content plan must contain a rubric consisting of a working template.

An example of a content plan includes the following elements:

1. Titles and topics of sections.
2. Their purpose, the answer to the question “Why is this?”
   
3. Channels of distribution (stories, single posts, Reels, etc.).
   
4. Description of the target audience (TA), the answer to the question “For whom?”
   
5. Publication frequency and timing of publications.

Using the content plan template, you can organize your work more efficiently and ensure consistency in communications.

Where and how to create a content plan

Content plans are most often kept in two ways: through a Google spreadsheet or a task list, for example, in Trello. Each approach has its own peculiarities: the first one is suitable for long-term planning, and the second one is easier to write an execution plan with a progress bar, management tools, and colorful dies for headings.

You can use various tools like Trello, spreadsheets, calendars, checklists, and whiteboards to create a content plan for Instagram.

Table. Suitable if 1-2 specialists are working on the project, for example, an author and a designer:

• The author chooses a topic, writes text and attaches a link for the designer.
• The designer prepares the design for the post by creating pictures, photos, diagrams, or graphs.
  
• The author publishes a post on a social network.

It’s easy to write a publication plan and create a calendar in the table. Different stages can be color-coded: for example, “published posts” in green, “in progress” in yellow.

Task cards. Suitable for a blog where an editorial team or agency works on publications. In task cards, you can move cards by stages, which allows the manager to track the work process of each employee. For example, if the author has written texts, but the designer hasn’t made a single post yet.

Among the popular apps for task cards, we’d like to highlight Trello, Remember The Milk, Things. Mostly SMMs and authors use Trello.

Content plan for Instagram: step-by-step instructions

• Step 1: Define your goals. Define what you want to achieve on Instagram: engaging your audience, increasing sales, strengthening your brand, etc.
• Step 2: Audience research. Find out who your target audience is, their interests, and activity on Instagram. Use social media analytics to collect data. It is important to have a high-quality content plan for effective planning.
  
• Step 3: Choose topics and headings. Create a list of the main topics and headings for posts. For example, product reviews, customer stories, behind-the-scenes moments, promotions, and news. Having a content plan on Instagram will help structure your ideas.
  
• Step 4: Create a posting calendar. Distribute topics and headings to the days of the month. Consider the frequency of posts and the best time to post per month.
  
• Step 5: Prepare content. Write texts and prepare visual content (photos, videos, graphics). Include calls to action and hashtags. It is important to consider the type of account when preparing content.
  
• Step 6: Use tools. Use Google Sheets or Trello to organize your content plan. Add dates, topics, links to materials, and preparation status. This will help you create a content plan for different types of posts.
  
• Step 7: Automation. Schedule posts using tools like Later or Buffer to automate your posts. Use these tools to create a content plan for Instagram.
  
• Step 8: Analyze and correct. Regularly analyze the results of your posts using Instagram’s built-in analytics. Make adjustments to your content plan based on the data you receive. Use the content plan template for convenience.

Following these steps, you can create an effective Instagram content plan that will help you achieve your marketing goals. Learn more about how to create a content plan for successful promotion.

Conclusion

A content plan is a key element of a successful content strategy. Having a content plan for Instagram helps structure and organize the process of creating and publishing content, ensuring regular and consistent communications with your audience. Creating a content plan may seem like a daunting task, but by following the steps described in the article, you can easily create one and adapt it to your needs.

Start by defining your goals, researching your target audience, and developing your main topics and headings. Use tools like Google Sheets or Trello to organize and schedule your content. Regularly analyze the results and make adjustments to ensure that your content plan remains effective and meets the needs of your audience.