This plan tends to be 20-50 pages in length and it normally covers the following items.
1. Executive summary
2. Smart Goals
3. Smart goals vs business objectives
4. Well defined audience
5. 1-2 personas
6. Competitive analysis summary
7. SWOT analysis (marketing focused)
8. Social media audit
9. A well-defined content strategy
10. Content creation type, posting and channels
11. Key Performance Indicators
12. Tools to measure progress
13. Current situation
14. 6-month target and 12-month target by platform
It is important to note that the Social Media or Digital Marketing Strategy is heavily dependent on the findings of the Market Analysis.