Posting on social media without a plan works for a few weeks. Then the busy days arrive, posts get skipped, you put up whatever photo is to hand and your profile loses its rhythm. That's exactly what a content plan is for: deciding in advance what to say, to whom and when, so the day-to-day work becomes much lighter.
You don't need a fifty-page document. Five steps will do.
1. Start with one goal, and only one
"Being on social media" isn't a goal. These are, for example:
- making people in your area aware of a new service;
- getting more quote requests by DM;
- filling bookings on your quieter days;
- finding new people to join the team.
Choose one for the next three months. Your goal decides the type of content, the tone and the numbers to keep an eye on.
2. Describe who you're writing for
Write a few lines about your typical customer: what they do, what they're interested in, which questions they ask you most often before they buy. Those questions are a goldmine of ideas for posts. If one customer in three asks you "how long does it take?", that answer deserves a post of its own.
3. Pick three or four content pillars
Content pillars are the types of content that come round every week. They make your profile recognisable and take away the dread of the blank page. A few examples:
- Behind the scenes: how you work, who's on the team, what happens before the customer sees the end result.
- Useful tips: short answers to frequently asked questions.
- Before and after: the finished job, with the customer's permission.
- News and offers: not too many, clear, with a closing date.
Every pillar has to serve your goal. If it doesn't, drop it.
4. Decide on channels, formats and frequency
You don't have to be everywhere. For many local businesses, Instagram and Facebook are enough; in B2B, LinkedIn matters more; TikTok makes sense if you have stories to tell on video.
When it comes to frequency, there's a simple rule: two posts a week for a year beats one a day for a month. Choose a pace you can keep up even during your busiest periods.
For formats, mix it up: Reels to get discovered by new people, carousels to explain things, Stories for everyday conversation with the people who already follow you.
5. Put it all in a calendar, and measure
The calendar can be a simple shared spreadsheet with one row per post: date, channel, pillar, copy, image and status (to do, ready, published). Plan one month at a time and leave a few gaps for things that crop up unexpectedly.
Once a month, look at the numbers linked to your goal: not just likes, but enquiries, messages, clicks through to your website, bookings. Keep what works and change the rest.
The most common mistakes
- Talking only about yourself, without answering your customers' questions and doubts.
- Copying trends without asking whether they have anything to do with your business.
- Posting loads at the start and then disappearing.
- Not replying to comments and messages: they're the most valuable part of social media.
Frequently asked questions
How long does it take to put a content plan together?
For a small business, the first plan takes about half a day of focused work. The following months take less time, because the goal and the pillars stay the same.
Can I use AI to write the posts?
Yes, for drafts and ideas. But always read them through: the tone needs to be yours, and any information about prices, opening hours and services must be checked.
How often should the plan be updated?
The calendar every month; the goal and pillars every three months, or sooner if something changes in the business.
If you'd rather have someone else build and run the plan for you, see how we work on our Social Media Marketing page.
