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What is a Social Media Editorial Plan and How Do You Create One?

Nov 6, 2024

Dr. Axel Jockwer

In today’s digital marketing landscape, social media is essential. A structured, strategic content plan is vital for making the most of it. A social media editorial plan serves as a key tool in this process. But what exactly is it, and how do you write one to maximize its potential?

What is a Social Media Editorial Plan?

A social media editorial plan, often called a content calendar, is a detailed schedule that organizes content releases across platforms like Instagram, LinkedIn, and Facebook. It specifies what will be published, when, and where, serving as the core of social media planning. This tool enables efficient strategy management, offering a clear overview of scheduled content.

A typical editorial plan includes:

  • Date and Time: When will the post go live?

  • Topic and Content Idea: What topic does it cover, and how is it conveyed?

  • Responsible Person: Who is responsible for creating and publishing?

  • Platform and Format: Which channel will host the content? For example, Instagram for visuals or LinkedIn for professional articles.

  • Message and Objective: What is the central message, and what does the post aim to achieve?

  • Assets and Sources: Where are the needed images, text, and videos stored?A social media editorial plan is more than just a timeline – it forms the foundation for a thoughtful, consistent strategy that effectively reaches your audience.

Why is a Content Editorial Plan Important?

A content editorial plan offers several advantages that enhance the effectiveness of your social media strategy:

  • Overview and Structure: A well-organized content plan provides clarity and helps ensure all activities align smoothly. This coordination prevents duplicate content and irregular posting.

  • Transparency and Team Efficiency: An editorial plan improves teamwork by clearly assigning tasks and responsibilities, especially useful for platform-specific plans like Instagram or LinkedIn.

  • Strategic Content Creation: By planning long-term, content can be crafted with purpose and intent, targeting platforms like Instagram, LinkedIn, or others effectively.

  • Flexibility and Timeliness: An editorial plan is adaptable, allowing for spontaneous changes to incorporate real-time events. This keeps the content fresh and relevant.

How to Write a Social Media Editorial Plan

Creating a social media editorial plan becomes straightforward by breaking it into simple steps:

  1. Define Goals and Audience
    Begin by establishing clear objectives. Ask yourself what you aim to achieve through social media. Common goals include:

    • Increasing reach

    • Enhancing brand awareness

    • Strengthening customer loyalty

    • Boosting sales

    The target audience is equally crucial. Consider who you want to reach. Are you targeting younger audiences on Instagram or professionals on LinkedIn? Tailoring content to the audience’s interests and needs is key to a successful plan.

  2. Create a Content Theme Plan
    This serves as the framework of your editorial plan, covering relevant topics and events for the year and identifying when to address each. Integrate holidays, seasonal trends, and industry-specific events into the social media planning.

    Tip: Use a simple format, like an Excel sheet or calendar view, to capture key themes for upcoming months.

  3. Define Channels and Formats
    Each social media channel has its unique audience and preferred content format. Decide which channels suit each type of content best:

    • Instagram: Ideal for visual content like Stories and Reels that capture attention.

    • LinkedIn: Suitable for informative articles and industry news, especially for B2B audiences.

    Specify in the plan which channel and format will be used for each post.

  4. Plan Posts in Detail
    Dive into the specifics of each post. A well-structured social media editorial plan should include:

    • Date and Time: When will the post go live? Timing is crucial on platforms like Instagram and LinkedIn.

    • Content Idea and Topic: Summarize the main idea of the post.

    • Message and Objective: Define the purpose of each post. For instance, is it intended to increase brand awareness or drive traffic to a website?

    • Responsible Person: Specify who will create and publish the content.

    • Format and Platform: Determine if it’s an image post for Instagram, a video for Facebook, or an article for LinkedIn.

    This structure ensures each post has a clear focus and purpose.

  5. Use Tools for Editorial Planning
    Various tools can help you manage your plan and allow for flexibility:

    • Excel or Google Sheets: Great for small teams or solo entrepreneurs, providing a simple, cloud-based overview.

    • Project Management Tools: Tools like Trello or Asana offer task organization and a calendar view.

    • Specialized Editorial Software: For larger teams, tools like Hootsuite or Buffer help with planning, publishing, and analyzing social media activities.

  6. Establish Team Processes and Workflows
    A social media editorial plan is especially valuable when all team members know how to use it and follow the established processes. Set up clear guidelines:

    • Approvals: Decide which posts need approval before publishing and who is responsible.

    • Feedback and Revisions: Define how feedback will be incorporated and how posts will be revised.

    • Community Management: Assign responsibilities for engaging with the audience and responding to comments.

  7. Monitor Performance and Optimize
    Regularly evaluating the success of your posts is essential. Use key performance indicators (KPIs) such as likes, shares, and comments to measure each post’s impact. Insights from this analysis will help you adjust future content and refine your strategy.

A Detailed Structure for Your Social Media Editorial Plan

An editorial plan may vary in structure depending on the platforms and content types it covers. However, these core elements should always be included:

  • Date and Time: Specify the day and time for publishing.

  • Event Calendar: Incorporate holidays, anniversaries, and industry events.

  • Title and Topic: Provide a clear title and main theme for each post.

  • Brief Description: Include a short summary to capture the post’s main message.

  • Target Audience and Goal: Define the audience and what you aim to achieve.

  • Responsible Person and Resources: Identify who creates and reviews the content, along with file locations.

  • Status and Platform: Indicate if the post is in progress, approved, or published, and the intended platform.

  • Additional Promotion: Note any budget for ads supporting the post.

Conclusion: An Important Tool for Social Media Success

A social media editorial plan is central to managing content effectively, reaching your target audience on the right channels, like Instagram and LinkedIn, and achieving your marketing goals. From content planning to creation and evaluation, an editorial plan helps keep your strategy structured and efficient. It provides clarity, allows you to adapt to trends, and fosters collaboration within your team. Use it strategically to enhance your social media presence and reach your objectives effectively.

Sources and Further Links on Social Media Editorial Plans:

Editorial Guidelines

Our blog articles are exclusively crafted by experts in marketing, with a focus on online marketing. We guarantee the highest quality and relevance, offering practical insights and actionable strategies.

Quality Assurance

  • Expertise: All content is authored by seasoned professionals in marketing and digital strategy.

  • Relevance and Currency: Our content is regularly reviewed to ensure it remains up-to-date.

Editorial Responsibility

Dr. Axel Jockwer, LinkedIn profile, a specialist in marketing and digital strategies, oversees editorial quality and the thematic direction of our blog.
Publications: https://www.jockwer.com/lehre-und-veroffentlichungen