How to Plan Social Media Content as a Small Business Owner (Without Burning Out)
Gooood morning,
Happy Monday! This week we are focusing on all things organic social media. Organic social media refers to the content you post on your social media platforms without paying for ads or promotions (aka FREE marketing).
Social media can feel like a full-time job in itself. And when you’re running your business, it’s usually the first thing to slip.
Let’s help you make content planning feel doable again!
Source: Mark P. Jung on LinkedIn
Deep Dive: How to Plan Your Organic Social Media
Here’s a simple 5-step framework for planning organic content that actually works:
1. Define Your Goals
What do you want your content to achieve? What is your purpose for creating social media content? (e.g., awareness, leads, sales, engagement)
Align your content with your overall business goals.
2. Know Your Audience
Identify your target audience’s interests, pain points, and preferred content formats.
This will help guide your entire marketing strategy!
3. Brainstorm & Ideate
Use your goals and audience insights to come up with content ideas. Think about:
Content Types: Posts, videos, stories, etc.
Themes/Pillars: Focus on key topics like educational, behind-the-scenes, customer stories, promotions, etc.
Use tools like brainstorming sessions, competitor analysis, and audience feedback to generate ideas.
4. Create a Content Calendar
Organise your ideas into a content calendar. This will help you know what to create, and when to post it. For more advanced businesses who are already great at socials, we don’t recommend this as it doens’t account for reactive marketing or trends. It is a great place to start for newbies at social though!
We like to set up a simple excel document! (Reply to this email and we will send you the template we use).
5. Review, Post & Optimise
Post your content according to the schedule, then monitor its performance (engagement, traffic, conversions).
You can use Meta Business Suite to schedule for free across Instagram and Facebook.
Quick Wins
🧠 Social media hack: Start posts with a question or bold statement to stop the scroll.
🛠️ Tool to Try: If Meta Business Suite doesn’t cut it for you as a social media scheduler, we love Metricool! It is significantly more affordable than competitors without skimping on features. Not sponsored 🙂
📅 Quote of the week: “Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit.” – Conrad Hilton
Example of the Week
Business: Chief Nutrition
Why it works: This ad grabs attention by addressing a relatable problem: junk food habits. It leads with the pain point, showing empathy and understanding before highlighting the solution.
Takeaway: Start by identifying what your audience is struggling with. How does your product help solve that issue? Focus on the problem first, not just the features.
Got questions or a topic you’d love to see covered next? Just hit reply. We read every message and would love to hear from you.
Talk soon,
Ellena Williams
Co-founder of Mint Soda Marketing
I want to market like a pro
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