How to Make a Content Plan for Social Network?

How to Make a Content Plan for Social NetworkHow to Make a Content Plan for Social Network
How to Make a Content Plan for Social Network

Social networking has become an indispensable tool for people, so it has become an essential tool for companies that have found a need to strengthen contact with customers and look for potential customers in one of the places where most of the time has passed. 

Suppose you want to get results in managing your social networks and not waste time or money. In this case, you will need a strategy, so the content plan of the social network is critical to optimizing this strategy. Below, we explain how to make a content plan for social media. Will you miss it?

And who are the professionals in charge of preparing this plan? The Community Manager and Social Media Manager. Two key figures, in charge of designing and managing social media strategies, supported by the Social Media Marketing Plan.

What is a content plan?

Social networks have changed the way brands communicate with users, breaking the barriers between them and providing them with an ideal platform for establishing human-to-human dialogue. Therefore, brands no longer see social media as a communication channel but as something that can help them sell.

For this reason, we need a content plan, a guide, or a document that will help us know what content we will post on our channels to reach our audience and the goals we set.

This plan will be our base document to design, create and program the content of our strategy. A copy that will help you implement the content strategy of your social media marketing plan and will be essential to optimizing your results.

Let’s look at how to create a step-by-step social media content plan

First, to execute the plan, you need to analyze and invest time. Although a social media content strategy takes time and effort, and the returns aren’t always quick, accuracy is crucial.

Extensive analysis is required to execute a quality content strategy that will get you the results you want. Below, we’ve explained all the steps you should take to get started with your plan.


First of all, we will have to carry out an audit to know the situation of our brand and competitors. We must collect the current status of our business or entity on social media and that of our competitors. Therefore, an internal and external audit will be carried out.

Internal analysis

It is about checking the situation of the company or brand on social networks, about the competition. This analysis gives us a picture of our current situation. 

In this way, we can choose the appropriate content and thus optimize our presence on social media. To carry out the internal analysis of our networks, we must produce a report collecting all the data of our company on the networks:

  • What social networks do you have a presence on
  • what is your positioning
  • And What problems prevent you from taking a stand against the competition
  • What is your publication frequency
  • What is the most engaging content
  • When do we have more interaction

To carry out this analysis, we can use the tools that the social networks offer us or external tools that will help us obtain a more exhaustive study.

External analysis

We will have to identify who our competitors are and collect data about their presence on social media.

  • What social networks are your competition on
  • What is the publication frequency
  • And What content is working for them


The audit performed earlier will help us prepare the SWOT analysis on social media. Therefore, before you start making your social media content plan, you should perform this analysis.

Social media SWOT analysis will be vital to developing our plan.

What points should you analyze to prepare your SWOT?


Review the reasons behind the issues you identified in the audit. For example, a weakness might be the team’s lack of social media experience or resources or tools to develop content for networks.


Based on your internal analysis, analyze what you do better than the competition and your differentiating element. For example, a strength could be preparing staff on social media and having resources to implement actions on social media.


Based on your external analysis, analyze why your competition is better than you and identify the obstacles preventing the business from advancing.

For example, it could be the competition’s high social media preparedness compared to our team’s low preparedness or our competitors’ social media strategies.


We will analyze whether the market our brand works for is growing. We must also identify whether it meets the needs of our audience or customer. And if there are factors that favor our presence on social networks. 

For example, it may be that no competing company has tapped the potential of a particular social network with which we can reach our target audience. If the competition hasn’t been quick, this is our chance to be the first to launch a social media strategy.

Therefore, in this SWOT analysis, it will be essential to know our company and business model and our competitors very well. And with good management, we must turn our weaknesses into opportunities.

Define your buyer persona

Once the audit and SWOT have been performed, we must identify our Buyer Persona. In other words, our ideal customer. The more we know our customer or user of our services or products, the easier it will be to reach him.

Ideally, you should create a file by imagining the person you are addressing: what he looks like physically, what dreams or aspirations he has, his educational level, his economic level, stereotype your ideal client

This analysis will help you in preparing the content. For example, you’ll be able to analyze better what kind of content they want, what language you’ll reach that person, the tone, and you’ll even know which social network to publish this content on and the best time to post it.

Choose social media

It’s not about being in all but choosing the most suitable social networks for our business or brand. Choosing the right social media for business will be critical to reaching our audiences and achieving our goals. The basis will be to carry out the previous analysis, which will help you choose the right social network to reach your audience.

Set goals

Our plan’s social media goals will also define the content we should produce. Therefore, being very clear about the goals we want to achieve with the content strategy will be essential.

Our goals must be SMART: specific, measurable, achievable, and relevant.

  • Specific: What? We must specify the objectives—the more detailed, the better.
  • Measurable: How much? When setting the objective, we must keep in mind that it must be measured to evaluate it. If we can’t measure it, it doesn’t do us any good.
  • Achievable: How? We must set realistic goals. As a result, it’s critical to understand our current status and that of our competitors. This analysis will help us set realistic and achievable social media goals.
  • Relevant: With what? While we set a specific, measurable, and achievable goal, if it’s not focused on our business needs, it doesn’t serve us either.
  • Fixed time: When? And, of course, these goals must have a date for their achievement. Therefore, it is necessary to establish a term, a specific time for social media goals.
  • “Increase website traffic by 10% in 3 months.”
  • “Sell 30 X course places within two months”.

The goals we identify for our social networks are usually related to the web positioning, branding/visibility, leads, conversion.

Content strategy

After completing all the steps we are looking at, now is the time to start defining the strategy and actions. For your content strategy to be effective, you’ll need first to analyze all the aspects we’ve seen.

We will have to define which strategy we will implement (launch, visibility, trust, positioning, promotion, expansion). And what social media actions will help us achieve these goals.

Disclosure and promotion plan

Our content plan must also be accompanied by an outreach and promotion plan. As we have seen, it is essential to analyze, design the content strategy, create, schedule, and publish, but we must not forget about promotion.

We can have paid media (advertisements, banners, sponsorships) or our media (blog, landing page, newsletter) to design this plan. You can also count on free resources that will help increase the visibility of this content—for example, press releases, forums, specialist groups, news aggregators, guest posts.

The most recommended thing is to create an outreach plan that combines different ways to promote your content: paid and own if you have a budget. If you don’t have a budget, create an outreach plan with your free media to help you promote your content and thus increase your visibility.


It is essential to tweak and optimize your plan to get content that helps you achieve your goals.

Making a content plan for your social media takes time, analysis, and a lot of work. But it will undoubtedly be the foundation for your social media strategy to work.

Managing social networks without performing this analysis gives toothpicks to the blind, which translates into a waste of time and money. This analysis and content design, on the other hand, will be required if we want to gamble on a professional presence that converts.

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