Interested in uploading photo, video, or text content to engage your audience? That’s a great starting point. However, vision must be paired with action to achieve the proper execution. This is why you need content production planning. It creates a structure that helps you manage all the different brands and content you’re handling, giving your workflow clarity, effectivity, and efficiency.

Here’s part two of everything you need to know about planning content.

Conceptualise the Content

Is there a particular theme, topic, or idea you want to impart to your audience? Perhaps it’s Christmastime, and you wish to emphasise generosity or spending on discounted items? What is the story, heart, or the why of the project?

Your team can address those concerns during conceptualisation. Everyone can brainstorm and make connections between topics and ideas to solidify what the company or brand wants to say.

Determine the Kinds of Content You Want to Post

Once you know what you want to say, it’s time to determine how you say it. Will it be through a series of static photos and posters, boosted ads, a video story broken down into episodic clips, or will a longer video format on YouTube be more suitable?

Make time to discern which medium is best to communicate your company’s thoughts. It’s just as important as the message you’re conveying.

Create and Observe a Style Guide

Brands have different personalities, just like people. Some may be formal and serious, others feminine, and just a few prefer being quirky and fun. Creating and following a style guide is part of how your company or brand will convey its message. It gives character, endears them to your audience, and clearly shows the brand or business.

Companies risk irrelevance towards their customer base, especially if their style and identity vastly differ from what they previously established. Since humans prefer familiarity and consistency, it is best to stick to each brand’s style guide.

Schedule the Posts

Part of what makes content production successful is the consistency of publishing posts. Posting content is a conversation between you and your customers, so knowing when to post is critical. 

This applies to frequency (twice a week, thrice a week, etc.), time (this depends on your location), and day (Thursdays, Fridays, and weekends are better for engagement). Hitting the right frequency, time, and day makes content viral as users comment and share away on their feeds.

Get to Work

Once the four previous steps have been drafted, reviewed, redrafted, and finalised, it’s time to get creative! Here are a few helpful tips:

  • Work backwards from the publishing dates, as this will give you time to map out production and post-production dates. 
  • Accomplish tasks once the schedules have been mapped out.
  • In case of delays, allot an extra day to catch up. You should have a few free spaces on your calendar after backtracking your schedule from the publishing dates.
  • Always review footage after each production day so you can tick off items from your to-do lists and see if a do-over is needed in certain aspects, additional shooting is required, or your team can move on to the next task.
  • If possible, leave one week open for a thorough review of all content. This ensures accuracy and reduces mistakes.
  • Publish!

One Last Thing

They say, “if you fail to plan, you plan to fail.” The success of your content rises and falls on planning. It ensures goals are aligned, guidelines are set, and online materials are ready to be executed accordingly to engage customers and drive growth through sales!

Contact Kiin Agency today for quality content production! We’re content producers in Sydney that combine strategy, creative thinking, design, tech, and media to make your products stand tall in an increasingly complex digital landscape!