Do you often ask yourself how to regularly run social media and get an ultimate output, how to ensure your audience growth and increase the number of orders? This question is probably asked by everyone who is involved with their own business promotion and development.

An answer to this question is a content plan, with the help of which you will not only save your time and efforts, but also your budget. A well-structured plan will give you time and fresh ideas: you will see which topics can be broken down into sections and which ones can be viewed from a different perspective. It is surprising that most businesses try to develop their social networks, blogs, YouTube channel with a content plan and still wonder why they have no customers.


Content-plan: some specifics

Before we explain how to create an effective content-plan, let’s take a look at what a content-plan is and what it is for.

To put it simple, a content-plan is a monthly posts schedule presented as a table or a calendar. Besides, it’s a part of a big content marketing tool.

Depending on a social network, the content-plan may include: a posting date, time, topics, headings, text, SEO-data, hashtags. When designing the content-plan, everyone chooses the style independently, there are no strict limitations. It is essential that you have the content-plan for social nets, and use it.

Theoretically, the content-plan has to be drafted separately for each social net, as their target audience will vary. It is recommended to draft the content-plan for at least a month ahead, or even a year. And that’s quite a task, especially if you’ve never done this before.

The challenge lies in the fact that the majority is not used to planning. According to the survey data (, only 24% of marketologists make a month content-plan. Other post content within a day or “on the go”. It’s noteworthy that the absence of the content-plan frequently entails audience’s interest reduction and your inconsistency.


Sources and types of content

Before we proceed to making the content-plan, let’s look at available sources and types of content. Each one has its advantages and disadvantages. Based on the target audience analysis, various options may be applicable.

Let’s start with the sources of content. There are several main sources, among which the honorable place belongs to unique content. Thanks to such content, you’ll never have troubles ranging your news feed, outreach expansion, audience’s loyalty and engagement increase. Such content will help your posts get to TOP.

But here’s a drawback: such content not only requires regular ideas generation and teamwork, but also takes a lion’s share of your time and finances. Besides, you have to be disciplined.

You’re likely to run out of your own ideas and need additional creativity generators. In this case, you can always benefit from freelancers or marketing agencies.

The next step is a well-known content rewriting. Materials are often taken from various sources, compiled and redesigned in such a way that they are as unique as possible.

Yet, in many cases, good content is just borrowed and posted. This source is called a third-party content. The decision whether or not to use this technique lies within the scope of ethics. When using the third party content, make sure you refer to the source if copyright permits this use. But remember that ordinary content has lower index and poorer display in the news feed.

There are several types of content, each of which is intended for a particular task. Depending on the purpose, you have to be able to use them skillfully. 

Let’s take a look at each of them:

  • The so-called selling content. This type of content is one of the main types of business content and speaks for itself. In this case, it’s important to stick to a half-selling text, as constant calls for actions and purchases may frighten your customers away. It’s not a good idea to make selling posts more often than every fifth one.
  • Useful (educational) content. With the help of this content, you do not only educate your followers and potential customers, but solve their relevant problems.
  • Entertaining content – the most favorite one. We all enjoy laughing, and the truth is that content marketing will always have those who’d love to explore this type of content. This enhances followers’ loyalty, who will be happy to visit your company’s network to relax and stare at pictures and an easy-to-read text.
  • Engaging content. Such content will help you increase your followers’ engagement via various quizzes, surveys, polls. Your goal is to create content that would encourage audience’s feedback.
  • Information-based content. Such content often includes company news or news related to your niche. Due to lack of experience, many professionals mix information-based content with education, which shouldn’t be done.

There’s a big number of content-plan formulas. We’ll share two most universal and widely employed formulas that can be applicable to almost all businesses.

  • The 4-1 formula. According to this formula, one selling post falls on each 4 information-based and entertaining ones. This formula is quite simple and easy-to-use. It will be relevant for beginner business. This way, you share useful information with the users and still have gains.
  • The 90-10 formula states that the best correlation between information-based and advertising material should make 90% over 10%. This rule is much more complicated and more applicable to more advanced users whose content amount exceeds one item a day.

And that’s not the end! In the following section, we’ll talk about the main steps to content-plan development.