First of all, let's start by defining what an Editorial Plan is. It’s in fact a strategic tool that helps to effectively manage the presence of a brand on social networks. Creating a Editorial Plan means creating a personalized and tailor-made communication strategy for your business or for the client you are following.
The editorial plan must therefore contain all that is necessary to achieve the pre-established marketing objectives, being fundamental in the strategic phase as it will contain the contents to be published, the channels on which to decline them, the time frames of publication and finally the various budgets to be allocated.
Now let's see some tips to create an optimal Digital Editorial Plan:
Construction of an Editorial Plan
Each PED is different from the others and meets the needs of the company and those who use it. Certainly, however, these are 4 elements that it is always good to keep in mind when writing:
- The company (SWOT Analysis, Tone of Voice analysis, values, mission)
- The target (demographic and socio-psychological analysis)
- The competitors (on which channels they are present, how they communicate)
- The objectives (S.M.A.R.T. Specific, Measurable, Accessible, Relevant, defined over Time)
Headings for the Editorial Plan
Grouping content in Headings can be very useful because:
- They make the topic you are talking about immediately recognizable
- They offer a unique interpretation
- By taking advantage of storytelling, a shared story, your brand is transformed into a story
Programs for the Editorial Plan
Today there are numerous free and paid tools, useful for making all the steps automatic both in terms of the plan and the editorial calendar. Let's see some of them:
- Excell: timeless, it is one of the basic tools for the PED.
- Google Calendar: a reference, especially for those who work in a team, which allows you to have a clear view on the calendars of different projects that cannot be managed on the same schedule.
- Trello: is used for individual and shared work. It allows you to organize your workflow more easily.
- Notion: the all-in-one tool for organizing work. It allows you to have a road map, notes, connection to other applications such as Google Drive, Slack, etc. in one place.
- SquidHub: platform for collaborative work and for the organization of multiple projects. It allows you to manage notes, share documents and advance the tasks of the various to-do.
- Creator Studio: it is a free tool that Facebook makes available and that allows you to schedule posts both on Fb and on Instagram by defining the date and time of publication and type of post. With this tool you can create and schedule posts, videos and stories.
The advantages of an Editorial Plan
Proper editorial planning can bring several benefits including:
- Organized management of what to publish, where, when and why, improving content design.
- Maintaining the rhythm of publications, thanks to which regularity is maintained, saving precious time.
- The improvement of the work of all the staff, who will always be aligned on the project and its details.
Don't know how to organize an effective editorial plan for your social networks?
E-Business Consulting is a digital marketing agency active since 2003. By building personalized editorial plans, we help you improve your presence on social networks. Contact us for a free quote.