Planning Your CPG Brand’s Social Media Calendar | Part 4

The 4th step in planning an outline for your CPG brand’s social media calendar for the whole year is to fill in any gaps. Remember that the goal is to have everything already thought out so you’ll just need to create your content when you have more details. After you’ve outlined all relevant holidays, events, and promos, we can move on to the 4th and final step:

Create Evergreen Content to Fill in the Gaps

Evergreen content is what can continuously fill your social media calendar because the content can be reformatted and reused. Here are some suggestions:

Create recipes that feature your CPG. Be sure to include a variety of recipes:

    • Relevant to time of year (holiday, grilling, picnic, back to school, cold weather)
    • Covering all meal-parts (breakfast, lunch, dinner, snack, dessert)
    • Of different difficulty levels and time requirements

Write or link to blogs or resources on your website. Here are some ideas:

    • Feature a person or organization relevant to your brand
    • Give a brief history of your brand or industry
    • Share a valuable resource from you or someone in your industry
    • Share research by an employee or industry export—can be a study, report, audit or survey

Design Infographics with information such as:

    • Health benefits of your product
    • Popularity of your brand
    • Your brand vs other brands
    • Fun Facts
    • Brand History in a timeline

Post short, :30-:60 second videos

    • Making a meal/recipe
    • Teaching/showing a process
    • Promoting your brand campaign
    • Highlighting a product—its features, functions, and relevancy

Share an opinion or review from a customer, employee or industry expert

Other forms of content:

    • GIFs
    • Lists/Rankings
    • Quizzes/Games
    • Maps

You should now have your CPG brand’s social media calendar planned for the entire year! Now all you have to do is to create your content! Remember: A good way to stay on task for this is to create content three month’s worth at a time and schedule using a social media management tool.

If you’d like to learn more about how to optimize your food brand’s marketing plan for retail, we can help! Please reach out to the NewPoint team. If you are interested in more food marketing topics, please visit our Food for Thought page or check out NewPoint’s Patrick Nycz’s book: Moving Your Brand Up the Food Chain.