How The Media Diary Can Help You Plan 52 Weeks of Social Media Content

So you’ve decided that 2019 is going to be the year you get serious about your marketing and you’re ready to commit to publishing regular content consistently.

What next? Well, you need a content planning tool and - if you’ve not already got your hands on a copy - the 2019 Media Diary is just what you need.

What is the 2019 Media Diary?

The 2019 Media Diary is an A4 desk diary designed to help you plan your content for the year. It’ll help you decide which content you’re going to post where and includes hundreds of awareness days and key dates you can use to generate ideas for original and shareable content.

There’s also useful checklists, to-do lists and prompts to make sure that you stay consistent and on track.



How can the 2019 Media Diary help you create 52 weeks of blog content?

The diary takes you through a content planning process that starts by taking a broad look across the year ahead before zooming in closer to focus on each quarter, week and, eventually, each day.

The diary includes annual, quarterly, weekly and daily planning sheets. For those who prefer more support, guidance and accountability, the Media Diary Owners’ Club is a great option and includes these planning sheets as printables. Find out more about the difference between the 2019 Media Diary and the Media Diary Owners’ Club.

Create your annual content plan

With the diary in front of you, think about the key things that are happening in your business in each quarter of the year. Are you attending or speaking at any events or industry conferences? Are you running a sale in your online shop or launching a new product/service?

At this point, aim to list at least three key things for each quarter.

Top tip: Use the planning sheet on page 10 of the diary to help with this. If you’re in the Media Diary Owners’ Club this is available as a printable.

Now, using the suggestions in the 2019 Media Diary, pick two or three awareness days/key dates that are relevant to your business in some way.

For example, if you have a pet business, National Love Your Pet Day in February could provide a great source of inspiration for your content. If you have a food business, you could create content around National Pie Day in January or Financial Capability Week in November if you’re in the finance sector.

Top tip: Stay open minded at this stage and just write your ideas down. With a bit of creative thinking many of the hundreds of key dates listed in the diary could be relevant to your business if approached from the right angle.

Create your quarterly content plan

Now it’s time to focus in on your quarterly content planning.

I suggest you aim to create one key piece of content a week, whatever your chosen content form – blog/vlog, podcast, Facebook Live or infographic, for example.

If you repurpose each of these weekly pieces of content into multiple, smaller pieces of content (more on this later) you’ll only need 12 ideas for each quarter.

Because you’ve created your annual content plan first, you already know the key events, dates and business activities taking place throughout 2019, so now when it comes to plotting your key piece of weekly content throughout the quarters, it’s easy to ensure your content will be timely and relevant.

For example, if you’re a social media strategist and know you’ll be launching a new beginners’ Facebook ads course in February, you can plan content on how Facebook advertising can help your business, whether boosting posts is a good idea and how much it costs to hire a Facebook ad strategist in the weeks running up to your launch.

If you sell pet tags and know you’re launching your new spring collection in March, you can plan content on why pet tags are important, the best places to buy them and the potential hazards for February (just to give you a few examples).

Top tip: It can be hard to think beyond 90 days when it comes to planning in a little more detail so consider just planning one quarter at a time, and diarise a time to plan the next quarter.

Create your weekly content plan

Now’s the time to zoom in even closer and decide on the content you’ll publish each week.

I’ve already mentioned that by repurposing your one key piece of weekly content you’ll have enough content to share throughout each week.

So this is the point at which you plan how you’ll break each piece of weekly content into smaller pieces of content.

For example, if you produce a weekly blog this could be repurposed into a video where you give a summary of what’s written in the blog. You could then use a design tool like Canva to create an infographic pulling out the key points from the blog and a quote card to be shared on social media based on a key sentence from the blog. You could even use an audiogram tool like Headliner to create a recording of you reading a snippet of the blog to catch people’s attention on social media.

With a repurposing mindset, you’ll easily have enough content to share every day of the week and make that one original piece of content go a lot further.

Top tip: Don’t be afraid to share your content more than once. Social media is such a busy place, it’s very likely the vast majority of your audience won’t catch it the first time around so you’re actually helping people by giving them a second, third, fourth or even a fifth chance to see your content.

Create your daily content plan

So, you’ve taken a snapshot of your year in the annual planning phase, and you’ve broken that down into your key pieces of weekly content over your quarters. You know from your weekly planning which piece of repurposed content is going out each day, so all that remains is to plan how that looks across each of your platforms and social media channels.

There are daily planning sections in the 2019 Media Diary where you can write down exactly what you’re going to post on each platform every single day.

Top tip: Although the channels in the Media Diary are based around Facebook, Twitter and Instagram these can easily be adapted to suit your chosen social media platforms.

How to stay consistent with your content plan

Consistency is key when it comes to producing content and the 2019 Media Diary is designed to help you maintain it.

But when you get busy, it’s all too easy to put content creation at the bottom of your to-do-list. Often the most time-consuming part of getting your content out there is coming up with the initial ideas. By using the Media Diary, you’ve already done the hardest part.

When you’re under pressure, you know you can just refer to your planner and your topics are all decided and ready for the actual content to be created, or outsourced. And because you have a clear strategy, it will be so much easier to stay consistent.

If you think you would benefit from some extra support and accountability to help you stay on track, the Media Diary Owners’ Club is the perfect choice.

2019 Media Diary - take a look inside from Janet Murray on Vimeo.