Why a social media content calendar is important for your practice’s content marketing

As a practice, creating a strong social media presence is crucial in attracting your audience, and it’s a great starting point for your healthcare content marketing initiatives.

The challenge can be identifying what to post on your practice’s official social media accounts.

You can use branded social tiles to leverage marketing visuals with each post. It’s a cost-effective way of allowing you to use images that align with your branding while ensuring that you have a visual component to your social copy. 

But if you use an ad hoc approach to creating and posting social media content, it can result in brand inconsistencies across your social media platforms. For example, spontaneously creating branded social tiles without any planning can result in mismatched colour palettes and styling, which can come across as confusing and inconsistent.  You might also come to a verbal consensus about what to post on social media, only for that to be undermined if one of your staff has a different interpretation of what the copy should be.

It’s important to develop a lineup of social content before you launch your marketing initiatives online. Creating a social content calendar will ensure that you have consistent and strategic branding and voice in your official channels. It allows you to develop a centralised approval process for your social content, ensuring that you and your team are on the same page when it comes to creating, posting and distributing marketing initiatives.

What is a social media content calendar?

A social media content calendar gives you an overview of content lined up for each day, week and month. It’s different from a content strategy, which focuses on developing a framework that consists of your industry and competitive research, content goals, messaging and themes. A social media content calendar is a documented and actionable plan for the content you’re going to publish in a given timeframe for different platforms.

A social media content calendar allows you to plan and prepare for content creation and distribution, ensuring that you produce valuable content and that it’s shared effectively across different channels. 

There are many benefits of using a social media content calendar for your practice: 

  • Centralisation of processes and data – You and your team review what stage of the creation and approval process each piece of content is in, ensuring that there’s a seamless workflow and coordination between your staff. 
  • Creation and execution of long-term marketing initiatives – You can create posts that celebrate relevant holidays and special events each month (e.g. practices can create branded posts supporting relevant awareness days). You can also build month-long social media campaigns to develop overarching themes and ideas.
  • Improvement in posting consistency – A calendar ensures that you and your team can publish content on time, maintaining posting consistency and frequency. This allows you to build trust and credibility with your audience.
  • Ability to monitor social media performance – Knowing which posts have been published allows you to track their performance so that you can tweak and revise future posts if needed.
  • Development of better quality content – As you continue using your social media content calendar, you can gain insight into your published content and how your audience engages with them. This allows you to create higher-quality content in the future.

3 steps to creating an effective social media content calendar 

As practice owners and managers, we understand that you have limited time and resources to create a robust social media content calendar. 

We recommend partnering with credible content specialists who are knowledgeable and experienced in your industry. To start you off, we’ve also shortlisted three steps you can use in creating a simple but effective social media content calendar for your practice.

1. Create a lineup of social posts

Creating a lineup of content in advance allows you to develop a cohesive style, branding and tone for your social media posts, ensuring that your branding is consistent across different channels. 

Preparing this lineup will also prevent you from having to develop ideas on the spot as you will have more time to research the best types of content to produce. It also removes redundant content, ensuring that all your posts are fresh and relevant. 

These are great starting points you can use in developing ideas for your social content lineup:

  • Review current social media trends and hashtags – Learning about the latest trends and hashtags that your competitors and clients use allows you to identify the most relevant topics that you can use for your posts.
  • Scroll through different brands’ official channels – Looking through your competitors’ social media pages can help you pinpoint gaps in your channels that you can address with quality content.
  • Understanding the content your audience engages in – Tracking the posts that your audiences prefer engaging with will give you a clearer idea of what kind of content they want to see, allowing you to refine your social media strategy further.
2. Establish your social media posting schedule

Once you have your content in place, you can create a posting schedule within your social media content calendar so that you are actively sharing posts online. 

This will increase audience engagement and push the social media algorithms in your favour: consistency in posting and quality of content will show your audience that you’re a reliable and trustworthy source of information. 

There are many social media tools you can use so you can schedule posts in advance. One example is the SEMRush social media poster, which allows you to schedule posts on social media platforms such as Facebook, Twitter, Instagram and LinkedIn. Not only does it automate your posting schedule but it also enables you to clarify your posting goals for each week or month. This ensures that you’re achieving your social media goals when it comes to posting consistency and frequency.

3. Track and analyse the content in your social media calendar

Social data refers to social metrics such as the number of likes and shares, engagement duration and increase or decrease in followers. Social media data collection allows you to see the overall performance of your content, and what you can improve and maintain in your current strategy. Your social media content calendar can be incredibly useful for this by helping you keep track of the content you’ve already created, and giving you insight into other topics you can introduce or discuss on your social media accounts.

Creating a robust social content calendar is one of the first steps in achieving your social media marketing goals. An ad hoc approach can result in inconsistent content that dilutes your branding and tone of voice. Using a social content calendar ensures that you’re regularly posting fresh and engaging content that aligns with your practice’s mission, vision and values. 

Are you ready to bring your social media back to life? Contact us and we will support you in creating an effective social media calendar for your practice.


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