Editorial planning is an essential part of successful social media management, enabling you to develop a cohesive strategy, maintain consistency, and ensure your content aligns with broader business objectives. Below, we outline the latest best practices, do's and don'ts, and how-to's for effective editorial planning.
Key Elements of Social Media Management
Social media management involves more than just posting content. It includes:
- Strategy Development: Analyze your social media audience and competitors to craft a strategy tailored to your goals.
- Content Creation: Ideate, write, and design engaging content consistently.
- Scheduling and Monitoring: Publish content at optimal times and monitor audience engagement.
- Engagement and Amplification: Use native tools like stories, polls, and reels to amplify your reach and engagement.
- Influencer Collaboration: Work with influencers to expand your reach.
- Promotion: Boost posts as needed to ensure they reach your target audience.
- Performance Analysis: Regularly report on content performance to identify new opportunities and optimize future efforts.
Do's
- Do align your editorial strategy with broader marketing goals, such as lead generation or brand awareness.
- Do leverage platform-specific tools (e.g., Instagram Reels, LinkedIn polls) to maximize reach and engagement.
- Do analyze competitors to identify content gaps and opportunities for differentiation.
Don'ts
- Don't post without a strategy—each piece of content should serve a specific purpose.
- Don't ignore analytics—use performance data to guide your editorial calendar and refine your approach.
- Don't overlook engagement—prompt responses to comments and messages help build a loyal community.
Campaigns vs. Always-On Content
Editorial planning requires balancing both campaign-based content and always-on content.
- Campaign Content: This type of content is tied to specific events, promotions, or initiatives and typically runs within a fixed time frame (e.g., a holiday sale or product launch).
- Always-On Content: This is ongoing, evergreen content that keeps your audience engaged over time (e.g., weekly tips, quotes, or testimonials).
Combining both approaches ensures a consistent content presence while capitalizing on specific events or opportunities for increased attention.
How to Balance:
- Schedule always-on content regularly, such as weekly series, while leaving room for campaign-focused posts as needed.
- Repurpose user-generated content (UGC) from campaigns for future always-on posts to maintain continuity and extend engagement.
Do's
- Do create a calendar that balances campaign and evergreen content to maintain consistency and capitalize on events.
- Do use campaign insights to inform future always-on content.
Don'ts
- Don't rely solely on campaigns—engagement should be maintained continuously.
- Don't make campaigns too rigid—adapt based on real-time audience response.
Developing Series Content Pillars
Content pillars are categories that help structure and diversify your editorial calendar. A balanced mix of 4-6 content pillars is ideal for ensuring your content meets your audience's diverse needs.
Examples of Content Pillars:
- Quotes: Share motivational or relevant quotes that resonate with your audience.
- Curated Content: Feature content from trusted sources to provide additional value.
- Tutorials: Educate your audience with how-to guides or practical tips.
- Stats and Resources: Provide industry-specific stats to position your brand as an expert.
- Testimonials/Reviews: Build trust by sharing customer testimonials and positive reviews.
How to Implement Content Pillars:
- Map out each pillar and assign content to it on your editorial calendar.
- Rotate between pillars to maintain variety and avoid content fatigue.
Do's
- Do establish a balanced mix of pillars that align with your brand’s identity and audience needs.
- Do rotate pillar content to keep your calendar fresh and diverse.
Don'ts
- Don't overuse a single pillar—ensure balanced content variety to keep your audience engaged.
- Don't forget to revisit your pillars periodically to adjust based on audience feedback and analytics.
Channel-Specific Considerations
Different platforms require distinct strategies due to varied audience behavior and content expectations.
Big 3 Platforms
- Facebook: Ideal for community building, use video, polls, and group discussions to foster engagement.
- Instagram: Focus on highly visual content—use Reels, Stories, and carousel posts to tell a story.
- Twitter: Engage with quick, timely updates. Use polls, trending hashtags, and retweets to amplify reach.
Other Channels
- LinkedIn: Share professional, thought-leadership content, and utilize LinkedIn articles and polls.
- YouTube: Create long-form educational content or video series that can be repurposed into shorter clips for other channels.
- TikTok: Use trends, challenges, and short videos to attract a younger audience.
- Pinterest: Focus on visually inspiring content, such as infographics or mood boards.
- Medium: Publish in-depth articles that showcase your expertise.
Do's
- Do tailor content to the specific expectations of each platform.
- Do adjust your posting cadence for each platform to maximize engagement (e.g., higher frequency on Twitter, lower on LinkedIn).
Don'ts
- Don't duplicate content across platforms without adjustments—adapt the tone, style, and format as needed.
- Don't ignore emerging platforms—keep experimenting to find where your audience is most active.
Creating an Effective Editorial Calendar
An editorial calendar keeps your content organized, ensuring consistency across platforms and helping you align content with key dates and events.
How to Create an Editorial Calendar:
- Select a Tool: Use tools like Trello, Asana, Notion, or Google Sheets to build your calendar.
- Plan Around Key Dates: Include holidays, product launches, and campaigns.
- Set Frequency: Determine posting frequency for each channel and adjust based on analytics.
- Assign Responsibilities: Clearly assign tasks for writing, designing, and publishing content.
- Monitor and Optimize: Regularly review content performance and adjust the calendar as needed.
Do's
- Do use a scheduling tool like Hootsuite or Later to automate posts and maintain consistency.
- Do colour-code your calendar to easily distinguish between content types (e.g., campaign vs. evergreen).
Don'ts
- Don't neglect flexibility—leave room for spontaneous or timely content.
- Don't overload your calendar—quality over quantity is key.
Measuring Performance and Optimizing
An effective editorial strategy is iterative. Regularly evaluate content performance to understand what works and adjust accordingly.
Key Metrics to Track:
- Engagement Rate: Likes, comments, and shares relative to impressions.
- Reach and Impressions: How far your content is spreading.
- Conversion Metrics: Leads generated or sales attributed to content.
Do's
- Do create regular reports (e.g., monthly) to track content performance.
- Do experiment with different types of content and adjust based on insights.
Don'ts
- Don't ignore content that underperforms—analyze why and learn from it.
- Don't overlook audience feedback—consider it as you adjust your strategy.