Creating an editorial plan: the 5 pillars

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Creating an editorial plan: the 5 pillars

Create an effective editorial plan and win over the audience

If you work in the world of social media, you will know how important it is to create engaging and meaningful content for your audience. But how to schedule posts in effective way? The answer is simple (but not easy!): create an Editorial Plan.

While it may seem like a daunting challenge, in this article we will show you the 5 fundamental pillars for the creation of an effective editorial plan, which will allow you to answer the question “What am I posting today?” with greater safety and achieve your goals with the contents.

Warnings before use!

It is important that you keep in mind that a well-structured Editorial Plan can be extremely useful, but it could also limit your creativity and the possibility of exploiting instant marketing. For this reason, it is essential to create an Editorial Plan balanced and adaptable.

How to create an Editorial Plan

1. Clear objectives

The first pillar fundamental is to have clear objectives: without a defined objective the risk of moving randomly is high. Instead, with a defined objective it will be easier to set the contents in order to achieve it and will make the editorial plan targeted and relevant for your audience.

TIP! Take the time to establish your goal communication: Ask yourself if you want to sell, entertain, engage or inform your audience. This will help you set up the content.

2. Check the lens

The second pillar and the objective verification. Once you've set your goals, it's important to make sure each post is structured in the right way to achieve them. Checking that each post is in line with the established objectives will help you correctly evaluate and give the right weight to the results of your content. Also reducing stress and that sense of never feeling “enough”. Not bad…

Tip! If you want to inform, the post will have to provide data and advice, while if you want to entertain, the post will have to be fun and light-hearted.

What is the goal of this post in your opinion?

3. Determine the message of the individual content

The third pillar to create an effective Editorial Plan is the definition of the message specific to each content. After having established the objectives of the communication, it is important to choose the right formats to convey the message effectively.

TIP! Don't be afraid to test and experiment with different formats to discover the ones you are most comfortable with and that work best for your audience. For example, reels can be used to entertain, carousels to provide detailed information, and single posts for quick instant marketing content.

4. Verification of contents

The fourth pillar it is content verification. You need to make sure that every post and every type of content designed communicates the chosen message and is consistent with the values of brand identity.

TIP! To get direct feedback from your community, take a survey in stories to understand what content they expect from you and what they would like to see more of.

5. Divide the contents

The fifth pillar is the division of contents based on the target audience. Every person who follows a social page has a different level of involvement: there are those who follow it only out of curiosity (cold public)those who follow it because they have already shown an interest in the contents (lukewarm audience) and those who are already fans of the activity (hot audience).

For this reason, it is essential to create specific contents for each type of audience, in order to best involve them

TIP! It is important to maintain good balancing between different types of content. In this way you will avoid publishing too many sales posts without first having “warmed up” the community with more informative and entertaining content and you will increase the attention of followers and the possibility of achieve the objectives that you had defined.

Create an Instagram editorial plan

In conclusion

A well-structured Editorial Plan is the key to effective communication both online and offline. Following the 5 pillars you will be able to create relevant, coherent and useful content for your audience, achieving your goals and winning over your audience.

Remember though, the Editorial Plan is alone the starting point, then it will be up to you to always create new and fresh content to keep the attention of your audience alive. Good work!

ps Do you know the difference between an Editorial Plan and an Editorial Calendar?

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