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
