Social media content calendars are an essential part of social media strategy for brands, influencers, and creators who manage multiple social media handles. This comprehensive guide will help you create and use a content calendar.
Dec 31, 2023
Social Media Marketing
Social Media Strategy
A social media calendar serves as a comprehensive schedule of your future social media content, organized by the date and time they will be scheduled for posting on a given social media handle. This tool can be organized as a simple document, a detailed spreadsheet, or an interactive dashboard in any given social media management tool. Software tools with content calendars will enable you to track and refining your content through analysis and testing. Using this as an organized process for content creation will then enable a brand to be more efficient and re-invest time savings in making improvements to content quality. Content calendars are used extensively for creating and planning posts, organizing campaigns, and evaluating the performance of individual content. Using a social media content calendar can help brands and creators improve the quality and impact of their social media activities from this structured approach to scheduling and managing content.
The benefits of using a content calendar are primarily from the structured process this creates for the various tasks that are involved in social media management. Content calendars also function as a quality assurance system, allowing for early detection of errors and re-checking of content through proactive scheduling and approval workflows. For organizations with multiple people working across a brand, using a social media content calendar can enable better collaboration and visibility of each stakeholder's scheduled content. This allows each person working on your social media accounts to provide feedback and implement changes, which helps ensure that all content is aligned with account guidelines like brand voice or visual style.
What's in a Content Calendar
Using a social media content calendar provides you with a bird's eye view of your content plan, and would include each post's creative assets, content type, and the timing. While most larger social accounts will use a 3rd party social media management platform, a content calendar could also be a spreadsheet with post details, although this can become burdensome and may not be worthwhile. Most individual social platforms now provide accounts with scheduling abilities, but would not have the capabilities of software tools that provide scheduling for multiple platforms in a single workspace. Your content calendar should contain these basic elements, but may have other functionality as part of a social media management tool with content calendar features, such as recommendations for post timing based on your account data.
Publishing Date and Time
Social Media Platform
Post Format (Reel, Story, YouTube Short)
Visual (Image, GIF, Video)
Tagging Content Attributes
Understanding the unique characteristics of your published content will enable you to uncover performance insights that go beyond the basic metrics provided by social media platforms. For example, a commercial brand might discover that posts with sales-oriented language or promotional content show consistently less engagement when compared to other content types. This kind of insight into engagement, based on the nature of the content, becomes more accessible with the use of structured attributes, such as tags that categorize post content and facilitate an organized analysis of social media data. Additionally, these insights can guide future content strategies, helping to tailor content that better aligns with audience preferences and increases engagement. Over time, this strategic approach can lead to a more effective content social media presence, driving higher levels of audience interaction and brand loyalty.