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How do we do content planning?

Content planning helps us to stay ahead of our tasks and projects.

Content Planning

Content means more than blog posts to us, it also includes events, social channels, newsletter.

  • A marketing schedule paperdoc plan the marketing activities for each month (posts, events, social media, newsletter…)

  • A blog pipeline paperdoc to collect content ideas, use this doc to work with other teams, and make sure you update it every week

  • Set up a weekly content scrum with your team members and stick to the schedule, always have a scrum agenda ready beforehand

  • See event planning here

Channel Strategy

Focus and consistensy: Pick your main social channels and be consistent, it is important to be consistent on focused channels.

Optimization: always look for ways to innovate for each channel, for example updating visual assets and company info in time.

Our marketing channels include Website, Newsletter, LinkedIn, WeChat and Twitter. We choose Webiste, WeChat and LikedIn to be our main channels, the other two being the supporting channels.

  • WeChat:
    • 1 post per week on Wednesday at 5:00 PM
    • 3 posts:
      • 1 featured post (from Wiredcraft)
      • 2nd post is the featured post from the week before OR an interesting pick (for example a marketing report from another agency).
      • 3nd post is a popular archived post.
  • LinkedIn:
    • 2 to 3 posts per week:
      • Monday 12:00 PM,
      • Wednesday 12:00 PM,
      • Friday 1:00 PM.
    • Content should be similar to that of the WeChat update (1 featured, 1 archive and 1 previously featured or pick from the team).
  • Blog:
    • 1 post per week, excluding event updates and company news (e.g. new hires).
    • Post should be preferably pushed on Tuesday EOD (to be ready for Wednesday update).
  • Newsletter:
    • First Monday of each Month, at 9:00 AM.
    • Content includes:
      • Word from a leader that is on topic.
      • 3 highlights (mix of Wiredcraft and others’ content).
      • We also mention other interesting updates we had for the month.