Contentware Best Practices: Scheduled Send Times

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Did you know you can customize when your social posts are scheduled in Contentware before you create your campaign? 

It’s true! And today, I’m going to walk you through the simple process on how to do so.

Before you create your campaign, go up to the top of your screen and click on “My Account” – this will induce a dropdown of actions. Select “settings” from that list. 

This will bring you to your campaign preferences page. Listed are the channels and the corresponding settings per channel.

If you want, you can vary the days and the maximum number of messages per day. Depending on the maximum, you will see a corresponding time slot appear on the right side of the window. 

Now, you can click into each time slot and define the exact time you want your promotions to go out. As you do, consider your goals and your audience for your campaign. 

A lot of internet guru’s will tell you there is an optimal time to post to specific social media channels. However, a quick glance at those channels at the “optimal times” will show a huge influx of traffic. This means you are competing with other content for your audience’s limited attention. 

One of the best strategies to combat this is to post close to but not at the “optimal” time. This means scheduling your promotions to go out at times like 11:37AM, 1:13PM, ect. Most platforms will require posting to occur on a 5 minute interval and it’s human nature to want to be close to common times – think 10:15, 11:45, 12:30, or top of the hour. Thus, you will often see your feed overloaded during those times and relatively quiet during the “off periods”.

As you are choosing your send times in Contentware, don’t be afraid to stand out from the crowd. It’s often the best way to get noticed. 

Before we move on, I do want to note that changing your campaign preferences will not change your preferences for previously created campaigns, only new campaigns. If you change send times per campaign going forward, your older campaigns will maintain their current schedule! 

Now that you’ve had a chance to pick your times, max promotions per day, and the days you want promotions scheduled. It’s time to go through your campaign creation process just like you normally would. Once you get to your campaign calendar, you’ll see all of the different send times.

So why would you want to change your campaign schedule times? Here are just a few of the scenarios where changing the send times would be beneficial. 

  1. Attention Competition: Consistent social and email promotions do help build your brand. However, you want to make sure you are spreading your promotions throughout the day to reduce competition with your own content. Posting at the same time or too close together will divide your audience’s already fragmented attention. So per campaign, make sure your first post time is spread evenly throughout the day. You want to compete for attention against other posts, not your own.
  2. Best Performing Times For You: As I mentioned above, there are supposed to be optimal send/post times, but in reality, only you know when is best. You’ll see through analytics and experimentation (LOTS of experimentation) when the best days and times to post are. With your campaign preferences, constantly experiment with different days and times then track the results. (Hint: Don’t be afraid to post outside the 9 – 5 window… just think about how much time you (and others) spend on social media during non-working hours)
  3. Multiple Campaigns: If you are running multiple concurrent campaigns, it is imperative to vary your campaign’s preferences to limit the number of conflicts/collisions. This harkens back to the first point, you don’t want to compete with your own promotional content. If you are running multiple campaigns at the same time (like we do), it’s important to vary the FIRST send time as that is the time that is guaranteed to have something scheduled. The other times, depending on your volume and duration, may or may not. Again, it is important to vary all of the times, but the first time slot is the most important.
  4. Agency Clients: If you are an agency or a freelance marketer using Contentware, you might want to change your campaign preferences per client. Currently, you can only connect one social media account to your Contentware account, however, you can easily export the entirety of your campaigns (including send times) to send to your clients.
Stay tuned for more best practice guides and announcements over the coming weeks!
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