How to plan Social Media Content that actually connects and converts
Social media can feel like shouting into the void if you don't have a plan. One day you're posting to a trending sound, the next you’re resharing a blog and hoping it sticks. However, if you're aiming to build genuine connections with your audience and encourage action, then having a solid content plan isn’t just helpful, it’s essential.
We’re going to walk you through how to plan your social media content in a way that makes sense, feels manageable and most importantly, delivers.
Start with your social media strategy, not just posts
Before opening Canva or starting to write captions, you need to set a clear social strategy of what you're trying to achieve with your social media.
- Are you looking to grow brand awareness?
- Increase traffic to your website?
- Generate leads?
Each goal requires a different approach, so getting your head set on this is the first step. Set SMART goals (specific, measurable, achievable, relevant and time-bound), and let them guide the direction of your content.
Thinking like this helps you create content with purpose rather than posting for the sake of posting.
Make sure you know your social media target audience inside out
If you’re speaking to everyone, you’re connecting with no one. The key to creating content that lands is by understanding who you’re talking to, so you can resonate with them.
Start off by looking into your current audience through your social platforms' insights. Who follows you? What posts get the most engagement? What platforms are most popular? What problems does your audience face? With these, create audience personas.
Audience personas can help visualise who you are talking to when writing social media content. Even a basic profile like ‘Time-poor business owner who wants advice’ is enough to shape your tone of voice, content type and call to action. It’s that easy and makes all the world of difference.
Choose the right social platforms for the right message
You don’t need to be on every social platform. Each platform has its own strengths and audience behaviours, so choose where you show up wisely.
Instagram
Instagram is all about the visual experience. It’s perfect for sharing behind-the-scenes moments, showcasing your brand’s personality and telling stories through Reels, carousels and Stories. It’s ideal for brands targeting younger, trend-aware audiences.
LinkedIn
LinkedIn is your go-to for professional content. It’s where thought leadership thrives, industry trends spark conversations and B2B audiences engage with value-driven posts. Share insights, start discussions and position your brand as a trusted voice. It’s the place to connect with professionals, decision-makers and business owners.
TikTok
TikTok is fast-paced, fun and packed with opportunity. It’s ideal for showing off your brand’s personality, hopping on relevant trends and delivering quick, bite-sized tips or tutorials. Authenticity and creativity are what win here. It’s perfect if you’re looking to reach a younger, highly engaged and entertainment-driven demographic.
Facebook
Facebook still has strong potential for businesses, especially when it comes to building communities. It’s great for sharing updates, local news, blog posts and events. Making it one of the most reliable platforms for running targeted ads. Its audience included local communities and family-focused consumers.
No matter what platform you choose to post on, always tailor your content to suit it. The message might be the same, but the format, tone and delivery should be different.
Content pillars are your best friend for social media planning
If you ever feel like you’re staring at a blank content calendar with no idea what to post, content pillars are great to get you started.
Content pillars are the key themes your content is built around. Think of them as your brand’s go-to topics. Some examples being:- Educational (e.g. how-tos, tips)
- Behind-the-scenes (e.g. team intros, office culture)
- User-generated (e.g. testimonials, case studies)
- Promotional (e.g. new services, offers)
- Engagement-focused (e.g. polls, questions)
Having 3 to 5 core content pillars makes planning easier and ensures a healthy mix of content, helping you build trust and keep your audience interested.
Create a social media content calendar that works for you
There’s no need to plan a year in advance, but having a month’s view of your content gives clarity and consistency. A good content calendar helps you see the balance across your content types and avoid last-minute scrambles where you can.
There are so many tools out there, like simple spreadsheets and Google Calendar, to platforms like Trello and Hootsuite. Choose one that fits how you work, and it will help you create your content with no headaches. Make sure you include key dates, like launches or awareness days, make space for reactive content and consider batching content creation to save your future self time.
Mix up your social media with content formats that perform
Different content formats suit different goals and platforms, so don’t be afraid to give different things a go. For example, you can try:
- Carousels with relevant tips or impressive stats
- Short-form videos or Reels
- Testimonials from customers, partners or employees
- Polls and Q&A sessions on industry-related topics
The key is to vary the way you deliver your message while keeping it on-brand. And always remember content that encourages engagement, like saves, shares or click-throughs, often performs better than posts chasing just likes.
It may be obvious, but when you think of your audience when writing, they’ll be more likely to engage.
Repurposing your content is gold for social media
Have you got a blog that performed really well? Why not turn it into a carousel, a video script, a few short tips for stories and maybe a teaser for LinkedIn as well. That's one piece of content, producing 4 bits of extra content.
Repurposing content helps you get more reach from the ideas and assets you already have. It also reinforces key messages across different formats, which is great for your brand consistency.
If you’re short on time, building a habit of repurposing content is a game-changer for social media. It means you can show up regularly without having to constantly come up with brand-new content ideas, and you know your audience engages with that information already.
Measure the metrics that matter and tweak content that doesn’t perform
If you’re not measuring your content's performance, you’re just guessing. However, it’s not all about the biggest numbers, it’s about looking at the right ones.
The vanity metrics like likes and followers aren’t the most important ones. Focus on ones that deliver results and actions from your audience:
- Engagement rate includes comments, shares and saves
- Website clicks or sign-u ps
- Enquiries
- Reach vs profile visits
Regularly reviewing your content’s performance helps spot trends and allows you to adapt your content strategy to appeal. If something's not working for you, try a different format. And if something is doing well, keep going with it.
Why work with an agency for your social media planning?
Managing social media effectively takes time, creativity and consistency. Between keeping up with platform changes, generating fresh content ideas and analysing performance, it can very quickly become overwhelming.
Working with a digital marketing agency, like Vooba, can really help you.
An experienced agency can bring structure to your content planning, new ideas that align with your goals and the tools and expertise to execute social media content consistently. Whether you need support building a strategy, helping create content or someone to take the reins entirely from you, partnering with the right people can free up your time and improve your social media presence.
It’s not about handing everything over and walking away, you collaborate, get clarity and results.
Need support bringing your social media content strategy to life?
We help businesses just like yours plan, create and manage social media content that doesn’t just fill the feed but builds a real connection, provides engaging content and delivers measurable results.
If you’re ready to get strategic with your social media, we’d love to chat. Get in touch today and let’s create content that connects with your audience.
