Every time I present on content creation, someone asks me some version of the same question: "What’s the difference between planned content and in-the-moment content, and can I just pick one?"

The short answer is: you need both.

The longer answer is that you also need to know when to use each one, because they do very different things for your business. The accounts I see doing well on social media are mixing both, every single week.

What Planned Content Does

Planned content is anything you know is coming. Sales, events, new products, holiday hours, newsletters, blog posts, FAQs, and reminders about how people can work with you: all of that falls into this category.

This is the content that answers the questions your customers are already asking:

Who are you?
What do you offer?
How do they buy from you or hire you?

Without planned content, people often have no clear picture of what your business actually does.

Consistent planned content keeps your marketing on track and makes sure the information people need is always findable.

What In-the-Moment Content Does

In-the-moment content is what happens while your day is already happening. The quick photo you grab while setting up for an event. The video of customers lined up at your door. The behind-the-scenes moment that was too good not to share.

This is the content that makes people feel connected to you, because it shows the personality and people behind the business.

Events are the Best Example of using both Planned & In-the-Moment Content

A perfect example of planned and in-the-moment content working together is at an event. This year I was covering the Jeux de l’Acadie Regionaux in Sydney. When I show up to an event like that, I don’t need to bring professional gear or a drone. I bring my iPhone and a tripod, and I capture everything.

Before the event, planned content is how you bring attention to what’s happening. Announcements, talking about featured guests, participant details, schedules, ticket information, reminders. That is the stuff that gets people in the door.

While the event is happening, in-the-moment content is the most important. You need to capture all the little moments that will make people feel like they’re missing out if they didn’t come, so they’ll come next year.

One type of content sells the event. The other makes people want to come back next year if they didn’t buy tickets.

What Happens When You Only Use One or The Other

It can feel overwhelming to feel like you need to do both planning and in-the-moment content, and just schedule everything in advance. But that can make your feed look lifeless.

Or if you’re waiting for inspiration to strike, you might never get in-the-moment content up! And then your feed will look inconsistent.

When you use both together, social media actually gets a lot more manageable. Your planned content gives you a foundation. Your in-the-moment content adds the engagement that turns followers into people who actually pay attention.

A Simple Way to Start

You do not need a complicated system to make this work. Grab a piece of paper and write down everything you already know is happening in your business over the next 30 days. Sales, events, launches, anything already on your calendar. That is your planned content list.

From there, keep your phone handy during your workday. The next time something interesting happens, capture it and post it.

That combination is what creates a social media presence that actually reflects WHO you are and what you do.

Ready to Build a Content Plan?

If you want a clearer strategy for your social media content, I would love to help. Whether you need a one-on-one strategy session or a starting point you can work from on your own, head here to see how we can work together.

Why Your Business Needs Both Planned & In-the-Moment Content