A content plan for a group in VK is needed to regularly publish information that is interesting to users and consistently hold their attention. If there is no plan, the owner is guided only by his imagination, inspiration, free time – then it is very possible that the activity of the community will soon subside.
In the article, we will tell you how to correctly draw up a VK content plan and show several examples.
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How to make a content plan for a group in VK
There is a proven algorithm for creating a publishing plan – it is used by hundreds of large communities and brands, so it worked out well.
Determining the type of group
To understand what exactly we want to convey to our target audience, we need to decide what category our community belongs to.
Commercial group VK, brand representation
Need selling or informational content that increases sales
We need posts with information about the latest events. Timely, relevant and truthful.
Requires unobtrusive, fun or educational content that will be willing to share.
Useful information about some kind of activity, film, book.
The most informative posts about the object of admiration.
One person’s blog.
Free types of content that are interesting to the creator himself and users who are similar to him in spirit.
And a number of other, more rare, formats that also have the right to exist.
Now that we have identified the type of our community, we can already sketch out its target audience and imagine what they would like to see.
For example, for a knitting group, these are women from 25 to 60 years old who are interested in new unusual patterns or ideas for inspiration.
Choosing a content structure
Almost any kind of content plan has three main elements: your unique content, selling posts, custom posts from the offer, and information copied from other sources. It is necessary to correctly determine their ratio and frequency of publications.
It is recommended to implement at least 5 post formats in your community:
- photo collections;
- polls …
Or a collection of others suitable specifically for your topic. Remember – repetitive content tires users. If you have a community selling clothes, do not limit yourself to hourly publications of new products with the caption “for details in the group’s drugs.” The participants will get tired of this, and even if they do not leave the group, they will certainly unsubscribe from the news.
The generally accepted classification of posts includes:
Almost all possible content can be tailored to these categories.
Let’s go back to our main post types – ad, custom, copied and unique.
There is a proven formula, which is even called the “golden rule”:
which means 30% unique posts, 60% copied or user generated content, and 10% ad content. This ratio model shows itself well.
An example of a unique post:
By the way, working with user-generated content, where members drop their posts into the proposal, is usually very effective. At the same time, the activity of the community increases (everyone wants to prove themselves), and you need to worry less about generating unique content. Over time, these groups develop very well. The above is just an example of such a group.
An example of a copied post:
What you need for a thematic group: no one will judge you for taking a recipe or anything else from the net. On the contrary, the participants will be grateful to you – they do not need to go to the sites themselves, looking for useful information, you did it for them.
Example of an ad post:
It is very important that the advertisement at least partially echoes the main topic of the community. Otherwise, subscribers will be annoyed, and the advertiser will not receive the desired response.
Usually a VK content plan is drawn up for a month. You should try to evenly distribute all the selected topics and post types over 30 days. It is imperative to develop hashtags, think over headings. And after the start of publications, you should carefully monitor the reaction of the audience: what she likes more and what less.
A little about the frequency of publications. It is categorically impossible to disappear from the air for a long time, but spamming with posts every half hour or hour is a bad idea. Remember that if your content is really high-quality and relevant, then many participants will subscribe to notifications so as not to miss anything.
An information and news resource can afford frequent publications – the specifics oblige. For a commercial resource, even 1-2 posts per week may be enough (really interesting ones that are worth waiting for). In any case, you cannot do without drawing up a calendar with a schedule.
Related article: How to create a content plan for Instagram
An example of drawing up a content plan for a VKontakte group
Let’s say we have a commercial group. Its goal is to attract new customers and increase sales. Step-by-step instructions for working out a content plan:
- Determine the optimal frequency of posts… Do not overestimate your strength, set the frequency that you can definitely provide without losing the quality of publications.
- Define key topicsthat you want to cover. There may be several of them, for example: company events, new blog posts, email newsletters. And then distribute all publications corresponding to these topics for a week or a month.
- Create a table. Most SMMs and copywriters find it convenient to draw up a content plan in Excel. If the work takes place in a team, then, of course, Google Sheets will be more convenient than Excel. If not, then you can choose any option that is comfortable for yourself. I know people who prefer to write a plan by hand in a notebook.
- Add to table specific publications on a particular topic, schedule them for a while.
- Prepare the content itself – photos, quotes with a unique design, videos, texts. This way, publications will go on quickly and without delay.
- Follow the schedule… It is convenient to use the VK timer for delayed recording. If you don’t want to manually publish posts every day, spend 20 minutes and create them immediately one week in advance using a timer. Or use services for auto-posting in VK…
To see how different approaches to solving the problem can be, see the sample content plans.
Or like this:
Post ideas for the VK group
Difficult what information to entice the user with? This will only be the case in the beginning, and then you will learn to intuitively feel your audience. For now, here are some ideas for each type of post:
Reputational. Facts, figures, cases, examples of work, certificates and certificates – everything that can convince the user of the integrity of the brand and the professionalism of employees.
Educational. Instructions, How-to in the form of text, video or step-by-step photos. An option can be found in any group – for example, if you have a building materials store, then an informative video tutorial on how to glue non-woven wallpaper is quite suitable.
It is interesting: How to create educational content
Entertaining. Such posts are intended to dilute the flow of “serious” publications, and at the same time to increase the activity of users, to attract them to the discussion of some issue on the topic of the group. Memes, pictures and quotes are fine – but carefully monitor the correspondence of such content to the general style of the VK group. Try to do without the mat, it doesn’t paint anyone.
News. Depending on the topic, these can be posts with stories about upcoming or past seminars, meetings or other events. And also news of the sphere or specifically the brand.
Engaging. Every self-respecting commercial community should shake up subscribers from time to time. A win-win option is a repost contest, which significantly increases the reach of the group and attracts new members to it.
Selling. As the name implies, such a post should sell the brand’s products or services. It is important to make it informative, reasonably conversational, and complement it with an attractive image.
In addition, let’s talk about what most often makes people unsubscribe from the group. Research has been conducted on this topic. Surprisingly, the most common reason cited was excessive posting frequency. In second place is non-thematic or irrelevant content. This is understandable – if you subscribe to an aquarium group, you will not want to see an advertisement for a personal blog of some info business there.
The list is completed by reasons such as hackneyed posts (“bayans”) or too many selling publications. Even if you really want to sell your product (well, who doesn’t want to?), Make sure that your subscribers are interested in the group. Otherwise, there is no point in creating it.