This is regardless of the channel you want to manage, whether it is a brand platform, an unbranded blog or a social media.
To give a practical example: a mineral water that free whatsapp number canada makes its functional benefit its only point of difference in the market does not need an editorial plan on social media because it would exhaust its most relevant and original content within two months (even assuming just one post per week).
On the contrary, to communicate on social media you should use a strategy based on micro campaigns , each with a key brand message designed to reach and saturate a specific portion of the target, concentrating the entire media budget allocated to social channels on these pills.
This is to maximize the effectiveness of the messages, avoiding the dispersion of the budget.
The breadth of a target is easily determined by segmenting by interests with Facebook Audience Insights.
Audience interests indicated by Facebook insights
Below you will find a more illustrative schematization of the type of plan that could be proposed to the client. Once the targets, their size and the relative messages to be conveyed have been identified, it is also possible to get an indicative idea of the media budget necessary to saturate the various targets.
*Assuming to sponsor on Facebook with a reach objective with an average CPM of €1, to saturate the entire target at frequency 3.
On the other hand, if we are dealing with an authoritative brand in the insurance sector, a content strategy aimed at stimulating primary demand for that type of consumption could then be a very profitable path .
Industry leaders, holding a larger market share than their competitors, benefit from greater absolute growth as overall demand in the market increases.
In this case, you should opt for a content strategy that takes into account the typical themes of the insurance sector, to then be placed within a trend linked to current events.
This is with the aim of gradually bringing the potential customer closer to the world of insurance pensions, using the current debate on the one hand as a hook and on the other as an inexhaustible pool of content.
The tone should be educational, so as to stimulate the question in the user who had never asked himself the question before: “Perhaps I should get insurance coverage?”.
This type of goal can be achieved both through content creation for a blog or dedicated website, and through a well-structured editorial plan on social media . In this article, we focus on the latter.