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

Rules for a Good Content Plan

• Posts are written in advance and posted automatically,
• Includes all platforms and adapts to each,
• Maintains a balance between original and borrowed content.

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

Step One — Define Content Categories and Topics

To understand what to fill social networks with, you need to study the target audience. Initially, it is enough to see what they are subscribed to. From the list of groups, you can already highlight their interests and find a direction for content.

After that, study competitors' social networks. Save posts with the most engagement and the least engagement — analyze why this happens. While looking at other brands' social networks, make a list of their categories and topics. Then think about which issues are not covered. This is an opportunity to occupy a niche.

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

As a rule, all posts are divided into:

• company news,
• useful publications,
• client stories,
• engaging,
• entertaining.

For example, you manage a cosmetics company's account. Suitable directions: lifestyle and self-care; product reviews; expert advice; promotions; interactives — polls, tests, contests.

Step Two — Plan Publications

The list of ideas should cover two goals: relate to a category from the previous point and reflect the marketing goal. Along with the future post, consider the format: whether it will be a post, cards, article, or video clip.

Where to get ideas from? Remember what you saw on competitors' social networks: adapt to yourself. Look at foreign companies — you will surely find something interesting. Neural networks can also help come up with new ideas: there are both specialized AIs and standard ones like ChatGPT and YandexGPT.

For a cosmetics product review category, we will borrow an idea from a Malaysian brand and adapt it: make reels with a video collage and demonstration of different makeups. In the description, we will recommend specific products.

Step Three — Repurpose Content

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

A cosmetics brand released a "Before — After" reels. First, they show an actress with problematic skin and describe it, then the actress applies the product, and her face looks fresher. The video indicates the product's functions.

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

  *For Telegram, we'll make a "Before — After" collage, and transfer the main information into text: what are the most common skin problems, how the product can help.*

Step Four — Organize the Content Plan

It's convenient to do this in planners and even standard Excel. Distribute post ideas by days of the week and time.

A few rules:

• for each social network, determine the best time,
• do not place posts of the same format close to each other,
• do not place posts from the same category close to each other.

Leave space in the plan for curated content — existing publications by other authors in the same field. This information is not just copy-pasted, but transformed and the source is indicated.

For example, we found a biologist’s study — he explains how foundation interacts with the skin. We will write a brief description for the article and provide a link. Or make an extract: highlight the main facts from the material.

Step Five — Distribute Tasks

For the content plan to come to life on time and with quality, you need to create a chain of actions. Determine in what order the team or one person will take on the work. For example, first, the task is given to the SMM specialist and they gather information for the post. Then they give it to the copywriter, who formats the text. A proofreader reviews and translates it to the designer stage.

One specialist can do it all:

• gather information,
• format it into an attractive text,
• proofread,
• design it,
• assess the work comprehensively.

The last step is to turn the plan into finished posts. Good luck!