Creating Your Social Media Content Calendar · Creating Your Social Media Content Calendar 3. FIND...
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SOCIAL MEDIA TOOLKIT FOR ADVISORS Creating Your Social Media Content Calendar 3. FIND GREAT CONTENT Once you have a better idea of the type of content that resonates with your audience and how often to post, you can then find content to share. Use the daily posts to curate relevant content for your audience and supplement these with your own unique posts that have been approved. Follow the “80/20” rule. This rule says 20% of your content should directly promote your expertise and thought leadership. The other 80% should be topics related to your brand, and things that you have strategically planned that your audience will enjoy. You are more likely to get engagement on your posts if they vary in type. 4. POPULATE YOUR CALENDAR The next step is to add to your editorial calendar. We’ve included a template to get you started. Fill in your calendar with links to relevant content, captions and images. Include pertinent holidays or events (such as Thanksgiving, Financial Literacy Month, and RRSP deadlines) that tie in with your business and audience. These timely events will help to populate your calendar and add personality to your feed. Think through your ‘must-have’ postings, whether they are related to a campaign or a scheduled company announcement, and develop content to promote those initiatives. 1. WHAT TO POST Before populating your content calendar, figure out what your audience actually likes. A great way to evaluate this is by looking at your past social media posts to see which ones were most successful—which received the most likes, comments, shares and clicks? By analyzing your social media metrics, you’ll discover the type of content that works best with your intended audience. You can then include more of that in your content mix. 2. WHEN TO POST The ideal time to post depends on a handful of factors: your audience, the campaign and your chosen social networks. Always keep your audience top-of-mind to ensure your posts are relevant and appropriate. Here are general posting frequency guidelines, according to social media analysis research: FREQUENCY OPTIMAL TIME Facebook 3–10x a week 1:00–4:00 p.m. Twitter Minimum 5x a day 12 noon–3:00 p.m. peak time 5:00 p.m. LinkedIn 2–5x during work week 7:00–8:00 a.m. 5:00–6:00 p.m. Engage your audience and attract new followers by sharing quality content across your social channels. Having a social media content calendar means you can avoid last minute scrambling to find shareable content. Plan your content far enough ahead so that each post is well thought-out and strategically aligned to your target audience.
Transcript of Creating Your Social Media Content Calendar · Creating Your Social Media Content Calendar 3. FIND...
SOCIAL MEDIA TOOLKIT FOR ADVISORS
Creating Your Social Media Content Calendar
3. FIND GREAT CONTENT Once you have a better idea of the type of content that resonates with your audience and how often to post, you can then find content to share. Use the daily posts to curate relevant content for your audience and supplement these with your own unique posts that have been approved.
Follow the “80/20” rule. This rule says 20% of your content should directly promote your expertise and thought leadership. The other 80% should be topics related to your brand, and things that you have strategically planned that your audience will enjoy. You are more likely to get engagement on your posts if they vary in type.
4. POPULATE YOUR CALENDAR
The next step is to add to your editorial calendar. We’ve included a template to get you started. Fill in your calendar with links to relevant content, captions and images. Include pertinent holidays or events (such as Thanksgiving, Financial Literacy Month, and RRSP deadlines) that tie in with your business and audience. These timely events will help to populate your calendar and add personality to your feed. Think through your ‘must-have’ postings, whether they are related to a campaign or a scheduled company announcement, and develop content to promote those initiatives.
1. WHAT TO POST
Before populating your content calendar, figure out what your audience actually likes. A great way to evaluate this is by looking at your past social media posts to see which ones were most successful—which received the most likes, comments, shares and clicks? By analyzing your social media metrics, you’ll discover the type of content that works best with your intended audience. You can then include more of that in your content mix.
2. WHEN TO POST The ideal time to post depends on a handful of factors: your audience, the campaign and your chosen social networks. Always keep your audience top-of-mind to ensure your posts are relevant and appropriate. Here are general posting frequency guidelines, according to social media analysis research:
FREQUENCY OPTIMAL TIME
Facebook 3–10x a week 1:00–4:00 p.m.
Twitter Minimum 5x a day12 noon–3:00 p.m.
peak time 5:00 p.m.
LinkedIn 2–5x during work week7:00–8:00 a.m. 5:00–6:00 p.m.
Engage your audience and attract new followers by sharing quality content across your social channels. Having a social media content calendar means you can avoid last minute scrambling to find shareable content. Plan your content far enough ahead so that each post is well thought-out and strategically aligned to your target audience.
SOCIAL MEDIA TOOLKIT FOR ADVISORS83
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This material was prepared for Investment professionals only and is not for public distribution. The views expressed in this document are the personal views of the authors and should not be taken as the views of CIBC Asset Management Inc. This document is provided for general informational purposes only and does not constitute financial, investment, tax, legal or accounting advice. The information contained in this document has been obtained from sources believed to be reliable and is believed to be accurate at the time of publishing, but we do not represent that it is accurate or complete and it should not be relied upon as such. All opinions and estimates expressed in this document are as of the date of publication unless otherwise indicated, and are subject to change. The material and/or its contents may not be reproduced without the express written consent of CIBC Asset Management Inc. ®Renaissance Investments is offered by and is a registered trademark of CIBC Asset Management Inc.
For internal use only.
Week of August 21–25
MONDAY
Article URL Topic/Title Caption Character Count
Supporting Image URL Platform
https://www.entre-preneur.com/slide-
show/244486
15 Motivational Quotes from
Legends in Sports
Whether you're just starting out or pushing
your business to the next level, these quotes
are sure to kick your motivation into high gear.
138https://assets.entrepreneur.com/
content/3x2/822/20150331185258-sports-hero.jpeg?width=750&crop=16:9
https://www.entre-preneur.com/slide-
show/244486
15 Motivational Quotes from
Legends in Sports
Whether you're just starting out or pushing
your business to the next level, these quotes
are sure to kick your motivation into high gear.
138https://assets.entrepreneur.com/
content/3x2/822/20150331185258-sports-hero.jpeg?width=750&crop=16:9
https://www.entre-preneur.com/slide-
show/244486
15 Motivational Quotes from
Legends in Sports
15 #motivational quotes from legends in sports.
#MotivationMonday65
https://assets.entrepreneur.com/content/3x2/822/20150331185258-sports-hero.
jpeg?width=750&crop=16:9Twitter
http://business.finan-cialpost.com/news/economy/canada-
inflation-shows-signs-of-pickup-in-july-key-
takeaways/
Here’s why everybody is so in-
terested in Canada’s inflation data today
Economists are calling for an October rate hike after Canadian
consumer prices showed some signs of life
104 https://financialpostcom.files.wordpress.com/2017/08/cashregister.jpg Twitter
http://www.bnn.ca/canada-wholesale-
trade-drops-for-first-time-in-nine-months-1.835067
Canada wholesale trade drops for first time in nine months
The value of Canadian wholesale trade fell
by 0.5% in June after eight consecutive monthly increases: Statistics Canada.
120
http://www.bnn.ca/polopoly_fs/1.483360.1462366962!/fileimage/httpImage/image.jpg_gen/derivatives/landscape_620/
canada-trade-deficit.jpg
HERE’S ONE DAY IN A SAMPLE EDITORIAL CALENDAR SO YOU CAN SEE HOW IT ALL COMES TOGETHER:
Topic/Title is the name of the article
you are sharing.
Content with images get
95% more views than those
without. If your article doesn’t
automatically populate a
thumbnail image, use a site
like pixabay.com or pexels.
com to find free stock images
to add a visual element.
These images are free for
commercial use, with no
attribution required.
An article with no caption is a missed opportunity to engage with your audience. Add an
excerpt from the article, or your own personal insight.
Different platforms have different character limits.
A good rule of thumb is the shorter, the better
(without losing the meaning!).
