What is the editorial plan

The editorial plan is a written document for the planning of content, which will be published on social media, websites, or blogs.

In practice, it is a set of marketing strategies aimed at reaching a specific target audience for a particular post.

Through the editorial plan, the following are established:

• How many posts to publish per week;
• The target audience they are aimed at;
• The objectives to be achieved;
• The content written in the posts.

How to create an editorial plan?

An editorial plan requires a very precise marketing strategy that must take into account some fundamental elements:

• Know the brand perfectly: This is a fundamental point because it allows you to identify the message you want to communicate to readers and identify the target audience, so as to establish the topics to be covered;
• Analyze the competitors: conducting a thorough analysis of competitors is essential to obtain the right information and manage to be one step ahead of others;
• Set goals: The editorial plan must have concrete objectives to achieve in the publication of posts;
• Choose the communication style: in a good editorial plan it is important to decide how you want to communicate the message, it must be very creative, easy to understand, and impactful for the reader;
• Determine the tone of voice: It is very important to define your own tone of voice with which to communicate the message to the reader, it should be unique, original, and instantly recognizable.

What should the content of the posts be like?

In order for content to be interesting, it must be:

• Informative:  it's important to share exclusive news that no one has seen yet;
• Funny: with posts/videos that serve to entertain the audience, while staying on theme with your brand;
• Emotional: these are the most widely shared posts because they leverage the reader's emotions. 

To analyze your own goals, it is essential to use services like Google Analytics, for collecting data related to advertising campaigns, such as the number of views of an advertisement, demographic data of the target audience, the number of conversions.

This data helps to understand which elements are working and if there are aspects of the advertising campaign that need to be improved or replaced. 

Examples of editorial plans on social media

 These videos explain how to create a good social media editorial plan, following several simple steps: