Case Study: Creating a Research-backed Social Media Calendar by Jasmine-Jade .

Case Study: Creating a Research-backed Social Media Calendar

Jasmine-Jade .

Researcher

Content Writer

Copywriter

Airtable

Grammarly

SEMrush

This FinTech brand needed a ready-to-implement social media calendar. I had previously created a content strategy for their website blog. So, it was a no-brainer to turn their social media into a repurposing machine, where long-form content would be distilled into shorter social media content to help their content distribution strategy. After conducting a content audit, defining their Ideal Customer Persona (ICP) and an intensive competitor SWOT analysis, I created an Instagram social media calendar around organic and evergreen content with the following features:

Repurposing suggestions across other social media (Twitter, Facebook, TikTok and LinkedIn) and other content formats (Threads, Carousels and Videos)

Funnel stage and content goals

Image copy

Video scripts

Media inspiration

Targeted hashtags

Captions and CTAs

Screenshot of the three-month social media calendar with 38 entries

Engagement Themes

How-To Guides

BTS

Problem Awareness/Solving

News

UGC

Excerpt of Content SWOT Analysis

Excerpt of Competitor SWOT Analysis (Content)

Content Formats

Carousel

Single-post

Talking Video

Motion Video

Thread

Excerpt of Competitor Analysis Summary

Competitor Analysis Summary

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Posted Aug 31, 2023

Created a social media content repurposing strategy after conducting competitor SWOT analysis, existing content audit, audience research and ICP analysis.

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