While this may seem like the easiest part of your strategy, determining what types of content you want to publish and how often you’re going post are critical to the success of your social media program.


Step One: Determine what types of content you want to post.
You’ve done your research on your audience and you know what you’re competitors are posting, now is the time to determine what types of content on your channels are going to publish. Let’s look at your options:

  • Blogs
  • Text Posts
  • Images
  • Videos
  • Polls
  • Curated content from other sources
  • Reach / Impressions
  • GIFs/Memes

Some of these types of content will resonate better on some of social media channels than others. So when you choose your content, keep your channels in mind. Memes and GIFs will probably perform better on Twitter than they will on LinkedIn. Vice versa, photos are probably your best bet for Instagram and Pinterest.

Picture No. 32. Choosing a type of content for each social network


Step Two: Determine Your Posting Schedule
Your next step involves setting up of your posting schedule. How often you post to each channel will depend on the best practices and the “lifetime” of each post. For example, the lifetime of a tweet on Twitter is about 18 minutes. Therefore, you would need to tweet more often in order to reach your audience.

Now before you see a standard social media posting schedule keep a few things in mind:

  • You only need to focus on the channels you’re active on
  • If posting that often seems overwhelming starts small, you need to walk before you can run.

This is what a generic social media posting schedule might look like if you’re having trouble getting started:

  • 3 tweets per day
  • 2 Facebook posts per day
  • 1 LinkedIn post per day
  • 3 Google+ posts per day
  • 5 pins per day
  • 2 posts to Instagram per day

Figuring out your posting frequency is important, but posting a social media message just because you feel like you need to do it in order to stick to your posting schedule, this could cause more harm than good. It’s better to have high-quality content that is posted fewer times than average content that is posted more frequently. When you’re thinking about posting content ask yourself the following:

  • What are you posting? Is this right for the channel?
  • When are you going to post it? Is this content timely or can it wait a few weeks?
  • Where are you going to post it? Does this content fit the context of the channel you want to post it on?
  • Why are you posting it? Do you have a great reason for sending out this message? What is this going to give to your followers?

Step Three: Create Your Content Calendar
The final step in your social media marketing strategy involves creating a content calendar to keep your campaigns and ideas more on track and organized. There are a few different ways you can set up your calendar.

One way to create your content calendar is through a printed calendar or spreadsheet. This is an easy way to keep track of when your content is publishing and where it needs to be published. The downfall of this method is that if anything changes or needs to move on your calendar, you need to move it all manually.

The second way to create your content calendar is through an online calendar or app like CoSchedule, HootSuite, etc…

Now that you have completed the part of the guide, that sets your strategy in motion, you are probably wondering, what are the best times to post on social media channels? On the following link you will find the most comprehensive analysis of more than 20 different studies: goo.gl/7YwPYG

Note: all of the times and social media channels on the link above, have been subject to North American time zones and USA states. While best days/hours/topics can be widely associated to other regions (Europe/Asia) and people have the same tendency to engage in specific times of day/night, this hours are here for you to learn and to understand user behavior on different social media channels. It is upon you to put this knowledge to test, measure and analyze, and find your most perfect times to post on your own channels.