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What is your content planning process?
This is not my first social media job, but my current situation is unconventional. We’re a school board, so a lot of our content is requested last minute from schools, teachers, the director of education, etc. The goal is to show off the good/fun/happy things happening in our schools, rather than marketing. The priority is to keep our current audience engaged, rather than growing it.
There is no consistency regarding how many times a day we will post, and a lot of times my planned posts need to be postponed and moved around to keep everyone happy. Because of this, it’s pretty much impossible to plan weeks and months ahead.
I’m rethinking my planning strategy and getting so overwhelmed. **I usually have to fill in my content calendar ATER the posts have already been shared.** It’s insanity, I know, but that’s the workflow here. So, I’m wondering what YOUR process is when it comes to planning…
\- How far in advance do you plan your content?
\- Do you use a social media calendar and then add it to your scheduling app, or do you do it all at once?
\- Do you put long-form captions in your content calendar, or do you write them elsewhere?
Sorry this is such a jumbled mess. I just feel like I am wasting time filling in my content calendar backwards, but my head is spinning.
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1 Reply
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When I did marketing for a theatre, there were some things we could plan out in advance, but also a good number of things that popped up throughout the week that needed to be added in. I planned out a few months in advance of things like major holidays, event/show/class promos, etc. I would leave 2-3 days a week open for flexibility and time-sensitive things that popped up, like critic/audience reviews, sold out notices, etc. That gave me the ability to be more flexible when things pop up.
Do these post you’re having to work into the schedule HAVE to be posted on that particular day? From my perspective it would be just as effective to say “*Yesterday* our 3rd graders did ____” as it would be to say “*Today* our 3rd graders did ___”
If you have the ability to push back and say “this can wait until tomorrow,” that might be beneficial to you. Or can you set up certain themed days? Like Throwback Thursdays, Wacky Wednesdays, etc. Let the people who are giving you these posts to know your schedule and see how you can all work together?I don’t think it’s a waste to fill in your content calendar backwards- that’s good history to have. Then you can look back and make notes about what school/theme/topic is being featured the most and which may need some more content.
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