Whether you are a business owner, an established digital marketer or content creator, a content calendar is a good way to stay organized about what you're posting on your social media platforms. It also helps with being repetitive and it helps you come up with ideas about what you want to post. But the best thing about having a content calendar is it takes some of the pressure off you if you’re running a business or for your personal brand.
So let's get right into it, what should you do?
The first thing you would want to do is to get a list of all the types of content that you usually post on your social on your social media platforms. If you have a content strategy you should already have this list down, if not you can just write this list out or you can also go to your actual pages and look at what you've been posting to help you get this, and then also think of other stuff as well like user generated content and reposting other people's content depending on if it works for your brand or business.
The next thing you're going to want to do is go and take a look at your feed, be it your Instagram, Facebook, Twitter or LinkedIn feed. You're going to want to look at what you have posted over the past 2 to 3 weeks just so it is top of your mind because you don't want your content on social media to be repetitive, you definitely want to be consistent but what you don't want to be is repetitive. Your followers should not expect the same content all the time. They should expect the same type of content but they should not expect the same specific content, so for example if post a quote every Monday you should try and change it up so that there’s a variety of the type of content that you are delivering on Mondays because if you are repetitive then people might most likely not seek out your profile on certain days. They know that they're not going get any value from your page on that day, so you kind of want to surprise them.
After that, the next thing you’re going to want to do is print out a calendar or just use an excel sheet on your laptop or phone and actually start allocating different types of content to each day. So let's say we have two types of content, we have a quote, an infographic and a video, so on Monday I'm going to post a quote, on Tuesday I'm going to upload an infographic, on Wednesday i'm going to upload a video and you keep going like that day by day.
The best thing to do is to create content calendar per month but if you are not there and you can just do it per week which is fine. So you're going to want to go and fill-in that week of all the different types of content that you're going to post on each day to start third step.
Now the 4th thing you’re going to want to do is to go in and expand on that content, so if on Monday you say you’re going to post a quote, then what type of quote are you going to be posting about, what is the quote going to say. So you don't need to necessarily pick that quote per say but you do have to expand on what the quote is gonna say. So for example, if I say on Monday I'm posting a quote, then i can say i’m posting a motivational quote to tap into the whole Monday motivation. Then on Tuesday if I'm gonna post an infographic, so let's say I sell wigs and on Tuesday i say i want to post an infographic, then I'm going to post to post an infographic on the best way to store your wigs then I'm going to move on to Wednesday. On Wednesday I want to do a video so this video is going to be talking about the services that we offer, this could either be a recorded video of one of your staff or you as a business owner or it can be a video that is a combination of graphics that show the different things that you offer. So you’re going to go in and do that for all things that you've allocated content to.
Now this last step is optional depending on how you post on your platform but I do suggest that you curate your posts. Now let me explain that, so if you look at some social media pages, you’ll see that they have some sort of branding.
Now if you are a personal brand that posts on Instagram and you post only pictures, you don’t really post texts but maybe once in a while, you would notice that these pictures tend to have a theme, they tend to look the same or feel the same, they tend to have the same editing so that when you see this picture you’ll know that it’s from this person even if you're not consciously looking at whose account it is, you just see the picture and you kind of automatically know that this is a post from this person, so it’s brand recognition. Then if you look at business Instagram pages, let’s take a company like Oreo for example, 95% of Oreo's post on Instagram have their blue color in their posts because that is their brand color. They want to keep on brand, they want to keep the consistency with their brand on their Instagram page and they would do the same thing for any other platform that they may be posting on.
So if you do not have a consistent brand profile then you definitely want to get one.
I’ll use my own business page as an example, so my business colors are yellow and blue and what we do on our business page is we curate the page so that every three posts have a mainly blue post, a mixed post and then a mainly yellow post and we arrange our post in a way where it’s alternating so one row would have blue, white, yellow and then the row above it would have yellow, white, blue and it just keeps going on and on that way. What we then do is curate based on our last post, on Monday this posts needs to be a mainly blue post, on Tuesday this needs to be a mixed post, on Wednesday this needs to be a yellow post and we add that to our branding so that when you have to create the graphic for your post, it gives you an idea of what you want to do. So let's just say I want to post a quote on Monday. I’m going to make my background blue, add my text in the font that I usually use for my business or brand which is another layer of branding, but if you don’t have that you leave that out. So basically i put my text and I add a little graphic touches and voila I've created my graphic for Monday and the only thing remaining is a caption and my caption is going to stay in line with what my graphic says.
You also want to make sure that your caption is tied to your business a good number of times so that when people read it they are gaining a little bit more information about your business. You don't want to be spamy with it or anything, you would want to find a good balance.
So those are the basic steps on how to create a good content calendar. And a bonus tip is when you do create your content calendar, if you create it in a month or a week, just take about a day and kind of work on most of the graphic. Let's say you create your calendar weekly, then take a day, draft out all your graphics as many as you can do, draft out your captions and schedule your post. There are a lot of platforms out there that help you schedule your posts like Hootsuite or Buffer, you can schedule your posts on Facebook itself and that way you’re not going to spend so much time everyday working on your posts and you also going to free up a lot of your time because creating content for social media can be time consuming. But if you can, take out a day to work on the rest of the posts so you have six days free so you don’t need to worry about posts except replying comments and engaging with other businesses or brands which you can always do in your spare time