7 Content Plan Formulas: Social Media Without Problems

Sometimes a company conducts social media as if it were in a vacuum: only its news, its products, its promotions. This is boring, uninteresting to the reader, and not productive. The 5-3-2 strategy is easily adaptable and suitable for starting small and medium-sized businesses.

Out of 10 posts:

• 5 - useful niche content (news, trends, picks from experts)
• 3 - proprietary content (cases, tips, how-to's, instructions)
• 2 - reputational content (emotions, mission, team)

Content plan: regularity, 2-3 publications per week. A publication plan is prepared in advance, at least a month in advance.

The 4-1-1 strategy is especially effective if you work with an expert product or B2B business. This model helps to unobtrusively remind you of your business, fuelling interest.

For every 6 posts:

• 4 are educational, engaging or practical
• 1 - gently leads to a purchase (discount, new product, promotion)
• 1 - personal or reputational (stories, testimonials)

Content plan: steady activity, 3-4 posts per week. To simplify preparation, it is recommended to create templates and blanks for different types of publications in advance.

Many companies rely only on informative posts, forgetting that people want to learn, but also laugh, participate, and socialise. The 5-5-5 approach is built on three pillars: entertainment, education, and engagement. This content mix makes the page lively, dynamic and human. It works especially well in the lifestyle sphere, where it is important not only to sell, but also to build a community around the brand.

Once a week/month:

• 5 - publications about the business (products, processes, news)
• 5 - about the industry (analytics, research, market news)
• 5 - engaging posts (surveys, holidays, emotions)

Content plan: provides for a high frequency of publication - 2 posts per day or a more intensive weekly schedule. A good option for those who can consistently produce a lot of content.

This strategy suggests dividing content into three equal parts: what you want to tell about yourself, what customers share, and what reveals the idea behind your business. ‘Rule of thirds’ is ideal for SMBs, dropshipping, and retail.

The rule of thirds is content:

• 1/3 - promotion (products, services)
• 1/3 - interaction (surveys, reactions, communication)
• 1/3 - external expert publications, materials of specialists

Content plan: at least 5 publications per week, actively engaging users.

Social networks also have their own ‘golden ratio formula’ of balance, the experts at TONOP doo ltd company point out. This strategy can be used to promote almost any business in social networks, it is suitable for eCommerce and B2B.

Out of 100% content:

• 30% - promo and advertising
• 60% - engagement and communication (useful, educational, expert)
• 10% - ‘selling’ content

Content plan: activity and intensity of publications - from 2 to 3 posts per day. It is important to observe the rubrication and think about topics in advance to cover all three content areas in the right proportions.

Strategy niche products and premium segment. If you work in niches with a long transaction cycle (expensive products, complex services, consulting). This strategy may seem ‘slow,’ but it's incredibly effective in the long run: the client comes to you on their own because they see you as an expert, not a salesperson.

• 20 publications - useful tips, engaging content, emotional posts, stories, expertise.
• 1 publication - directly sells a product or service.

Content plan: 1-2 posts daily, focusing on storytelling and value.

The Buffer Principle builds community and media image. It works in a saturated, competitive environment where every sales post can alienate. This strategy helps to carefully ‘fit’ into the lives of subscribers, remaining interesting, unobtrusive and useful to them.

• 90% - activity, communication, knowledge sharing, engagement
• 10% - selling

Content plan: high intensity of publications from 3 to 4 per day, pre-designed rubricator.

If you don't have a clear structure yet - start with a simple model, such as 4-1-1. And then adapt to your audience by analysing the response. Use one strategy as a base strategy, but plug in elements of the others week by week.

Hybrid ‘one-month’ strategy

• Week 1: 5-3-2 (basic - for engagement and usefulness)
• Week Two: 4-1-1 (add a little more sales)
• Week 3: Golden Ratio (timed to coincide with product launch)
• Week 4: 555 - if you need to show expertise

For online shops and dropshipping businesses, you can mix formats by channel.

• Instagram - by Buffer (90% value, 10% sales)
• Telegram - 4-1-1 (to engage and drive action)
• Email newsletters - 20:1 (1 strong offer after 20 emails with useful motivational information)

For anyone with seasonal peaks and downturns we suggest considering the principle of cycling through quarters. Strategies can be categorised by season or funnel stage.

• Spring (new customers) - 5-3-2 for engagement
• Summer (decline) - Buffer + entertainment formats
• Autumn (sales increase) - 4-1-1 or Golden Ratio
• Winter (maximum sales) - more aggressive promotion with 60/30/10

Content doesn't sell directly - it fuels interest, builds trust and forms a habit. And sales content works precisely when the audience is ready.

If you need help in creating a content plan, TON OP doo ltd software allows you to process information, TONOP combines disparate data into a single analytical system, selects strategies and content format for your business.