Here’s a little bit about how Dental Associates plans our content. (Note: our content calendar isn’t exactly where we’d like it to be, yet, but we’re making progress!)
Dental Associates has 14 full-service dental clinics in Eastern Wisconsin. Each of those clinics has an individual Facebook page. Then, we also have a primary Facebook page to represent our company as a whole. I am the main source of content, both creation and then posting on social media.
I (the Content Marketing Coordinator) work with our Marketing Manager to stay current on events happening at our individual clinics. He updates a shared calendar so I can see when new events are added and plan for content that I will share on the clinic’s respective page. Typically I will post before the event to drum up awareness, then will post after the event with photos and some follow-up information. This set-up works well because we have one designated person (Marketing Manager) in contact with our management team at each clinic, then he organizes and relays the information on to me via the calendar.
Our primary Facebook page is reserved for (but not limited to!) more general company happenings. Again, I will work with our Marketing Manager and also our department director (@erikbergstrom) to identify events and topics to add to our content calendar. We look at designated dates of national days/weeks/months in the dental industry (and healthcare industry as a whole) and schedule blog posts/designate authors for distribution on our social channels. This is the majority of our content: we look at the calendar year and plan topics that relate to that time of year. Then we also designate opportunities for content specifically relating to our company. For example, we will plan to promote the benefits of moms scheduling their kids’ dental exams during spring break/summer break/winter break, and create content revolving around that.
In short: our individual clinic FB pages’ content revolve around individual events/happenings at the clinics (which I monitor from a shared marketing department calendar). Then our primary FB page’s content is scheduled around blog content, which corresponds with time of year.
I hope this helps! Let me know if I can clarify anything.