How to create an editorial plan for your Facebook page in 3 steps
As part of a social media marketing strategy, the editorial plan considers marketing and business objectives of a company, brand, freelancer or influencer.
In addition to the tools available on the platform, the Facebook universe provides a channel for doing business for companies, which also gives small and medium-sized businesses the opportunity to promote their brand.
How to create an editorial plan for your Facebook page.
It is necessary to determine the marketing objectives when creating an editorial plan for the Facebook page:
1. Development of the community
2. engagement on the page
3. Website traffic
4. Achieve new customer acquisition
I have to make sure that the editorial plan retains the page’s fans, makes products and services known, and generates word-of-mouth.
The editorial plan for a Facebook page has evolved over the past few years, as well as thanks to the introduction of new content formats, such as live streaming, stories, messengers, preview videos, and events. Analyze competitors and search for relevant information.
To analyze an editorial plan, I find it crucial to do a competitor analysis as follows:
Content formats: images, videos, albums, and live streaming which content formats have had the most engagement, in terms of comments and shares
Organizing content.
You should consider many factors when creating an editorial plan, such as the content: how many types of content are available how much budget can you allocate to create new content, such as videos and images.
Put each image you download into a folder on the desktop and assign a keyword so that when you draw up the plan you will be partially organized. Additionally, it can be used to associate images with text after creation. Based on the columns you have decided to cover during the week, select the content you will publish. Decide on the format of the content based on the topic.
Content to publish. I suggest starting with industry news and content that teaches something to the audience.
Which formats to use: vertical images capture the attention of the mobile user compared to the square content.
Define a tone of voice. The second aspect of an editorial plan is the definition of the tone of voice, which determines what personality should be assigned to the content of the Facebook page. The tone of voice needs to be studied according to the industry, the personality of the entrepreneur, and most importantly based on the level of engagement I want to achieve with the audience.
How to plan content.
There are several ways you can plan your content: you create an excel sheet, where you insert folders and columns. You can use Canva’s new planner, where you create content and can schedule it in a calendar. Make sure not to underestimate the publication times for your target audience. In fact, monitor the insight section of your posts regularly, so that over time you can plan the contents the times your audience is online, and the type of content that is most engaging. Start with two / three times a week, especially when you are just getting started. Do not set long-term goals.
Publish your content. Good! Now let’s move on to the publishing part. You may wonder if you need a tool to schedule content on your Facebook Page.
If your publication is only for the Facebook Page and Instagram account, you can use Facebook’s Creator Studio, it is the Facebook tool that allows you to plan, publish and analyze content. You can create a post, schedule it with day and date, and save it for later publication or just keep it on standby. Instead, if you are not so sure of what you are posting, create drafts. Before publishing: check the post you are creating, read several times, at least three.
To analyze the progress of a page and the posts published, I recommend looking at the insights of the Facebook page once a week. There is an insight section on the page that allows you to analyze: which content has had the most engagement, which content has gotten the most comments and shares, and on which days and times there was greater involvement. You can decide to create a report per week and compare it.
