Crafting a System for Swift Social Media Video Production

Building a content plan keeps your production consistent across your platforms and gives you a more concrete vision for what you are doing each month. Novice or newbie, a well-made content plan is going to be a valuable tool for your business.

That’s why you’re frustrated when every bright idea you had while showering this morning disappeared once you sat down to make that plan. In the words of Matthew McConaughey, “It’s a whazy, it’s a woozie, it doesn’t exist!”

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It happens to us all. We’ve got some content planning tips that will help you both get through these slumps.

What an effective content plan actually needs

If you are creating your first content plan, it may help to start with the most basic of questions: what does your content plan actually require? Whether you build it in Excel, Asana, or Google Calendar, make sure your content plan has the following:

The focus or goal of the content: Clarify what the content is going to be about and what you are trying to achieve with it. For example, you may want to outline that throughout a certain month you want to create content focused on promoting a product with the goal of increasing sales.
The type(s) of content being made: When you establish the focus and goals for your content, you’ll need to establish what form it will take. Longform video, reels, Youtube Shorts, static photo slideshow, or memes – be specific so it is clear to everyone on the team what they are focusing on creating.
Who is a part of each piece of content: Okay this is a little obvious but still important! Both you and others involved need to know what is going on. Depending on the planning system you are using, this can make it easier to share information too. Delegate to your teammates so you aren’t trying to do all of the content creation yourself.
Due dates the team should know about: The final due date is the most important by far but if you can include other important due dates such as when the raw footage is due or when captions need to be ready for editing, it can streamline the creative process.

Content planning tips for when you have nowhere to start

Whether it is your first or your 100th, there will be times when you try to plan content and there isn’t much to work with. We have some easy-to-apply content planning tips to help you even when you feel like you’re trying to pour from an empty cup.

Content plan tips for the “veteran”

Even the most experienced creator is going to burn out or hit a slump. Use these tips to help plot your content even when your brain isn’t cooperating.

Look at what you’ve done before for inspiration: If you haven’t looked at what you produced last year to see how it performed, then take a pause and do that now. The data that you get from reviewing your content in previous years can help inform your current content strategy. If you found something that works, build on it! If you discovered something that was a flop, learn from it. You can check out our blog on creating Data-Based Content Strategy for added guidance on what you need to look for.
Build around anything big you plan to launch: If you are already planning to launch new products or services you should absolutely be factoring that into your content plan. This should be a main component of your content plan! Use your content to promote and advertise what you have coming, allowing you to build interest about what you are going to put on the market.

Teach me how to automate my launch!

Let your audience have the mic: If your followers or your buyers have good things to say about your products or services then why not highlight it? Posting reviews or highlighting posts that tag you or spotlight your business are not only an effective way to fill up your content calendar but also a tactic that helps build trust in your brand. We cover this idea more in depth in our blog on Utilizing User-Generated Content if you want to learn more.

Content planning tips for the “novice”

Feel like you used up all your creative juices on your branding outline? Or maybe you just have no idea where you start when it comes to content planning. These tips can help you get started

Take notes on what the competition is doing: Okay first, don’t get hyperfocused trends. When we say look at your competition, we mean check out what they have done long term. How often do they highlight products or services? How do they let their brand voice speak up in their post captions? You shouldn’t copy-cat your competitors directly but if you find something that they do that works well and you can accomplish reasonably, then it is a good idea to take note and find your way of doing something similar.
Take time to introduce yourself and your brand: When you are new to the market, you’ll need to give your audience time to get to know you. Let your brand come to life in your content plan. Introductory posts and content that just highlights what your brand is about and what exactly you have to offer will provide you with a foundation to build on. Just make sure you have your branding nailed down first!

Get a guide to building your brand

Use your content across more than one platform: If you worked hard to create high-quality video content, then make the most of it. Fill up your calendar with the content that you create in multiple ways. For example, if you need to create video content for the week, that video content can be formatted to be posted on multiple platforms with captions that grab your audience’s attention. Or if you create a blog, use pull quotes and bulleted lists as text posts on your chosen socials. Don’t let your content be a one-and-done type of thing!

Planning tips everyone can use

No matter who you are or what your team looks like, you can use these tips to help keep your content strategy building smooth and a smidge less stressful.

Plan ahead for off days: One of the best things you can do for yourself is to plan ahead when the idea is fresh and present. Don’t bet on them sticking around until you need them. Write stuff down and add it to the calendar, even if it is a giant running list of future topics or post ideas. This way you aren’t caught off guard on those bad days and you have a built in buffer for when you want to, ya know, not work.
Stay on brand: Whatever form of content you create, make sure it matches your brand. Even when you are trying to hop on a trend, it isn’t worth it if you are going off-brand to do so. Sticking to your brand identity in your content is vital because otherwise you run the risk of undermining your brand identity and the trust you’ve built with your audience.

Learn how to use trends that fit your brand

Plan for the right outlets: Believe it or not, your business doesn’t need to handle creating content for every social media platform, plus a podcast, plus a blog, plus weekly emails. There is such a thing as content overload, even for the most dedicated audience. Find where your business meets your audience the most – for example, two social media platforms and a blog that publishes twice a month.
Find the right pace: Your content creation capabilities vary based on your resources. If you have a small team that supports both sales and marketing, then creating two posts a week for three platforms and a weekly blog may be too much. Plan for what you can reasonably accomplish – consistency is more valuable than quantity! And there’s nothing saying you can’t up your pace as your business blasts past your competition.
Look for the right tools to help: Put the sticky notes down. Look for tools that will actually help. For starters, blog posts like this where you can get applicable tips are a great resource (sign up for email alerts so you don’t miss out!) You can also look for other resources like a template that will allow you to visualize when you are planning content for, where it will go, and even give you a place to consolidate vital information like captions, hashtags, and links. You can find your own or use this handy template from our team to yours:

Content planning isn’t always easy. That doesn’t necessarily change with experience either. Every creator and every marketing team will have bad days so it is smart to plan for them. Using the tips here can simplify your usual content planning process and make the bumpy days a lot easier to handle.

Looking for a partner to create content that brings your brand to life? We are only a click away. We’ve made a name for ourselves creating a variety of content that helps unique brands like yours find their audience.

Contact RM Creative Services by sending a message to rachael@rmcsofficial.com or visiting our Contact page.

Written by Brianna Fries, a California-based writer, editor, bookworm, and mother of two. You can contact her at brianna@rmcsofficial.com and discover more of her work at briwritesthings.com.