Creating An Editorial Calendar For Social Media
As 72% of all internet users are now active on social media, (Jeff Bulas) it is becoming increasingly important for companies to be present on social media to grow brand awareness and maximize the reach of their content. However, the main barrier to success within organizations is a lack of a formal strategy. Here are three steps to creating an editorial calendar and creating a strategy for social media.
- Identify topics that your audience is interested in. Social media management tools such as Hootsuite, enable marketing teams to listen to the market and categorize posts by certain keywords. Furthermore, you should conduct interviews with your customers to understand what content they find engaging.
- Determine how you want to repurpose your content. Whether it is breaking apart an ebook and posting sections once a week, or blasting the whole ebook, you want to leverage your existing content and repurpose it for social media. Furthermore, these promotions should have some time of form for lead capture.
- Schedule and Promote! Social media management tools not only allow marketing teams to promote across multiple channels, but to schedule posts to go out days, weeks or event months in advance. You should schedule promotional or crowdsourcing posts to go out around events, product launches, webinars etc.
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