Di plan
Three to six months, with date
Plan na di difference between business wey dey publish and business wey publish for two weeks only. You go set out wetin suppose dey covered, how often you wan show and where, and e go compile am into calendar of slots wey get date — each one belong to one channel, one theme and one writer.
Wetin you decide, and wetin e work out
You go decide four things. Di horizon — three months if you just dey start, six if you sabi your year. Di themes: di small number of subjects wey your business really dey about, wey for most people pass wetin dem expect and more specific pass wetin dem first write down. Di cadence: how often you wan show for each channel, wey na decision about your capacity to approve as much as anything else. And di shares: how di effort go divide between di channels, wey always add up to one hundred, so say adding channel na real trade, no be wish.
Wetin di plan work out na everything after dat. Which theme dem no cover for six weeks. Which channel dey behind im share. Which week short because of holiday. Where long piece need run-up. E go turn dose ones into slots wey get date, and slot wey get date na something you fit look, disagree with and move.
Seasonality wey be your own, no be template own
Every business get shape for im year and e no dey usually be di one wey generic calendar assume. Bakery December no be software company December. Fitting company dey busy when weather change, clinic dey busy when e change di other way, and accountant get two months wey dey swallow everything.
You go tell di plan about dose periods — busy, quiet, closed, or period wey matter for reason wey nobody outside your trade go guess — and e go plan around dem. Quiet months go lighter and more evergreen; di weeks before your season go get di pieces wey need to publish in advance before dem go any use.
Di result na plan wey no go ask you to approve four posts for di week wey you no get time, and na di one main reason wey dis kind thing dey get abandoned.
- 1HorizonMarch go reach August. 78 slots across three channels.
- 2ThemesCraft 40% · Practical 35% · Seasonal 25%. Dem dey track di balance, no be guess.
- 3SharesInstagram 45% · Facebook 35% · Blog 20%. E add up to 100.
- ·Quiet periodLate July dem mark am quiet. Cadence drop, evergreen pieces move in.
- 4Run-upDi long piece for September, dem go draft am for di second week of August.
- 5Open slotsSix wey dem leave empty on purpose, for wetin di month go bring.
Every slot get date, channel and writerMove one, di rest go stand
Six months, decide am once, inside one afternoon.
Two kain plan
Coverage, and events
Most of wetin business dey publish na coverage: to keep di channels alive and make di themes dey turn. Some no be like dat, and if you force di two inside di same shape, na so campaign go come look like filler.
One coverage plan
E dey run for months. E spread themes well well, e respect your cadence and shares, and e fill di calendar make you no even think am. Na dis one dey keep di light on, and na di one you go leave make e dey run.
Event campaign
E get date wey e dey point at — opening, launch, sale, or season. E work backwards from dat date: di announcement, di build-up, di day itself, and di after. E sit on top of di coverage plan, e no replace am, and e get end.
A plan wey you fit argue with
Once dem compile am, di plan na calendar. You fit open di second week of November today and see exactly wetin suppose happen: which channel, wetin time, which theme, which writer. You fit move slot, delete one, add one, change di writer, or empty one whole week because you no go dey around.
If you change something, e no go quietly reshuffle every other thing. A moved slot na moved slot; di theme balance go update, di plan go tell you if any share don drift, and nothing wey you don approve go touch. Repairs dey happen in di open — if di plan change something because one slot fail or one week empty, e go talk am, e no go quietly substitute.
To leave gap na normal and e good. A plan wey fill every day for six months no be plan, na treadmill, and di empty slots na where di things wey really happen to your business go enter.
Di honest part: di first plan dey usually wrong about cadence. Almost everybody go ask for more posts pass wetin dem fit face to approve, dem go discover am for week three, and dem go cut am by half. Dat correction na wetin dem expect — e easier to make di plan small pass to keep up with am.