Planning your social media content can seem straightforward, but there are quite a few decisions to make along the way. You’ll want to be thoughtful about where you're posting, how often, what you’re sharing, and what the end goal is for each post. Below, we’ll walk through some key questions to ask yourself and provide practical advice that can help your content feel more intentional and less like a chore.
What Platforms Will You Be Posting To?
Not every post fits every platform, and trying to force it rarely works. A lighthearted behind-the-scenes photo or fun update might perform well on Facebook and Instagram, where people expect a more casual tone. On the other hand, a company milestone, hiring update, or industry thought piece might be better suited for LinkedIn, where your audience is likely to be more professional.
This is also a good opportunity to evaluate where your brand currently shows up. Are you only active on one or two platforms? It might be time to branch out. Every platform offers a unique way for people to discover your business and maintaining a presence. Especially on the ones your audience already uses which can make you more accessible.
How Often Should You Post?
There’s no one-size-fits-all answer here. The right frequency depends on how much content you have, how quickly things change in your business, and how much you want to share.
If you’re just getting started or don’t have a large bank of content, posting once or twice a week is a good starting point. It gives you enough visibility to stay top-of-mind without overwhelming your audience.
On the other hand, if you have the resources and content to post more often, go for it. Just make sure you’re not recycling the same messages too often. When people see the same thing repeatedly, engagement drops, and your posts become easy to ignore.
What’s the Goal of Your Post?
Every post should have a purpose. Maybe you want people to click a link, give you a call, stop by your location, or just be reminded that your business exists. That purpose will shape the language, visuals, and call to action.
Over time, your content should reflect a mix of goals. You don’t want every post to be sales-focused, and you also don’t want to only post feel-good brand updates. It’s about balance. Switching up the focus not only keeps your content fresh, but it also helps highlight the different strengths of your business.
What Type of Content Should You Share?
Today’s social platforms give you a variety of options; photos, graphics, short videos, carousels, polls, and more. Choosing the right format depends on what you’re trying to say and how your audience prefers to engage.
Short-form videos are quickly becoming one of the most effective ways to reach people, especially on mobile. Whether it’s Instagram Reels, Facebook Stories, or the video section on LinkedIn’s mobile app, short clips are ideal for grabbing attention and quickly delivering a message.
That said, photos still work. A clean, well-composed photo with a short caption can go a long way, especially for company updates, employee highlights, or product features. The key is to match the format to the message. It is not to feel pressured to jump on every trend just because it’s popular.
Why Working with a Digital Agency Can Help
If social content planning is starting to eat up too much of your time, it might be worth partnering with a digital marketing agency. One of the biggest benefits is that it lets you focus on other areas of your business. You can still guide the direction and suggest ideas, but the heavy lifting like strategy, writing, scheduling, asset management gets taken off your plate.
It also helps you maintain consistency. If you’ve ever found yourself scrambling to put a post together last minute, working with an agency eliminates that stress. They can build out a plan weeks or even months ahead and keep everything on track.
There’s more to social content planning than simply posting regularly. From knowing your goals to choosing the right platform and content format, each step plays a role in how your audience connects with your business.
Fort Wayne’s Digital Marketing Agency
If you’re looking for guidance or need help getting a consistent strategy in place, we have the experience at JH to create social media plans that align with your brand and take the guesswork out of the process. Whether you need fresh ideas, a structured posting calendar, or help managing long-term content, we’re here to support your goals. Reach out to our team today to get started!
