8 Steps To Create An Effective Content Calendar
Having a content calendar is like having a guiding light for your marketing.
While the constant updates and noise of social media can make you feel like you need to be posting, sending emails, and writing blogs every day just to stay relevant, the truth is that is not an effective strategy for sustainable success.
Content without purpose can just as easily bury you amongst the internet white noise, rather than turning you into a guiding voice that stands out. And what’s the point of taking the time, energy, and effort to push out content if it isn’t moving your business forward?
Enter the content calendar.
Back in my journalism days, the newsroom lived and died by its editorial calendar. And a content calendar is the same make-or-break for my marketing plan. Time is precious. And I don’t want to waste time guessing what I need to create next to achieve a goal.
Content calendars (just in case you haven’t heard of them) are itemized schedules of the content your brand pushes out. They can include social media posts on any platform, blogs, and newsletters. Some entrepreneurs like planning a month ahead, but others plan as far ahead as 3, 6, and even 9 months.
Whatever timeframe you choose, planning ahead with a content calendar gives your business clarity. You can set goals and take steps toward accomplishing them by generating strategic, laser-focused content.
And let’s be honest. It’s important to post regularly if you want to stay relevant, stand out, and move your business forward. Having a content calendar for social media or another platform gives you the space to determine YOUR publishing pace – one your audience can get accustomed to and that you can maintain long-term.
Now that you’re familiar with the benefits of making a content calendar, I’ll give you the steps you need to create your own!
Step 1: Define Your Goals
I don’t have to tell you that your time is incredibly valuable. But when you spend your days creating content that doesn’t propel your business forward, it can feel like you’re doing nothing but wasting time.
So as you start plotting your content calendar, take a moment to define your goals and establish your content marketing objectives. Why do you want to create this content in the first place?
Do you…
Need to promote an offer?
Want to drum up leads?
Hope to create an email list?
Need to establish your authority?
Want to build a community?
Define your goal and underline it! This will be the driving force behind every piece of content you create for each stage of the customer journey you're looking to address. Essentially, this is the "why" message behind your posts.
Note: You can have more than one goal, but if you're new to content strategy stick with one to start and build from that foundation.
Step 2: Pick Your Platform
Consider this your permission slip: You don’t need to post on every social media platform to run a successful online business.
Different social media platforms serve different needs and interests so spreading yourself thin trying to post everywhere isn’t an effective use of your social media marketing efforts — especially if you’re a solopreneur or have a small but mighty team. There are hundreds of social media platforms after all!
This starts with audience research. Where does your ideal audience hang out online? Here’s a guide for picking the right social media platform for your business.
A lot of business owners create a content calendar for social media, but your content calendar can incorporate newsletters, blogs, pins, and other promotional content, too.
It’s easy to forget about these other mediums, but with the ever-changing algorithms (yep, looking at you, Instagram!), it’s a good idea to diversify your visibility! While mapping out your content calendar, consider the other platforms your audience frequents so you can show them some love too. Quality over quantity is important, though, so don’t overwhelm yourself by showing up in a million different places tomorrow.
If you are just starting out, I suggest focusing on one owned platform and one social media platform. By "owned," I am talking about something that is yours. An avenue for content distribution that you can control. For example, blog posts on your website, or an email list.
Macro vs Micro Content
A quick word on Macro vs Micro content. This will help you figure out what to post where.
Think of it this way: Macro content is the roadmap, while Micro content will break down that overall point into chunks that are easier to digest.
Macro content is the big cheese. Think: Long-form blogs, podcasts, and YouTube videos. These are the most in-depth pieces of content you’ll produce each month. Naturally, these will take the longest to create. But, if you do it right, you’ll save yourself a boatload of time on creating the rest of the content that will round out your calendar for the month.
Enter Micro content. Mirco content is the quick-win version of your long-form Macro content. By pulling out the key points from your Macro content each month, you’ll end up with a go-to list of ideas that you can break up and distribute throughout the month in the form of social media posts or newsletters.
For me, this looks like, writing at least two monthly blog posts (Macro) and sharing them in 4 newsletters and multiple social media posts on Pinterest and Instagram (Mirco).
Pro Tip:Push out your macro content first, so that your micro-content is a breeze!
Step 3: Choose Your Schedule
As you create your content calendar, decide on two key things: your content type and frequency.
Where will you be posting and how often? This varies depending on the social media platform you choose. For example, Instagram requires a minimum of posting three days per week to see any traction. While Pinterest suggests sharing at least one Pin a day.
Bottom line: Make sure it’s a schedule you can stick to! The biggest mistake entrepreneurs make when creating content is failing to plan for the long game. For most this looks like creating enough to be consistent for a few weeks, only to fall off the wagon.
You know what that does? It signals to your audience you’re unreliable, unorganized, or don’t take your work seriously.
Step 4: Get Organized
With your goals defined and your content type and frequency strategized, it’s time to get organized!
We’re putting an end to the scribbles on scraps of paper and the random notes on your phone. (That’s okay once in a while but shouldn’t be your go-to!) That’s right. We’re giving your content calendar some much-needed structure.
While you can use something old-school like a calendar on your computer, I love online platforms because they’re convenient and accessible. You can use platforms like:
These platforms let you visually line up your content so you can see it in all its creative glory! Some platforms like Monday and Later even let you pre-schedule your content. Bonus? You’re more likely to make content part of your schedule if it’s somewhere organized!
Content Calendar Templates
If you do decide to use an online platform, remember that some offer pre-built content calendar templates! These templates are great because they’re easy to adapt to your needs, and you don’t have to build the calendar from scratch.
Some templates, like the Trello content calendar, also have pre-built benefits like checklists, labels, and a publishing process to help you stay on track!
Step 5: Get Creative (The Fun Part!)
Excuse me. I get a little giddy because this step is my favorite part! Getting creative! This is where you brainstorm the ideas you then plug into your calendar.
I won’t be coy though. This part might be fun for me, but I know it’s not easy for a lot of people. I’ve found that the best way to create content for your business is to simplify it by creating content pillars. And no. I’m not talking about the standard educate, entertain, inspire, and engage format. I’m talking about getting specific.
Instead of talking about all the things, narrow in on things that define your business. Consider your expertise, the biggest transformations you deliver for your clients, or experiences that have led you to where you are. These pillars can be the well you draw from as you create content.
Pro tip: When your creative machine gets rolling,create with repurposing in mind.
Identify Your Content
Remember that video is making LOTS of waves on social media, so you’ll want to keep the format in mind when planning your social content.
Ask yourself, “Could this be a Reel, or is it worthy of a blog post?” You don’t want to post big concepts as a quick Reel when you could explore a topic in depth in a blog (and vice versa).
Also, because social media requires more content, see how you can spread different posts across your content calendar. Is there a question from a social media post that can be turned into a poll? Is there a concept you discussed in a social post that might need to be expanded upon in a Live? Consider all of this as you make your way through your content calendar!
Pro tip: Your audience’s needs and wants can change constantly. It’s good practice to search trending topics, poll your audience, check your insights, and repurpose evergreen content to ensure you’re staying ahead of the game.
Step 6: Streamline the Process
Like repurposing your content, this step is all about saving time! When I talk about streamlining your process, I basically mean batching.
You might follow a process like this normally:
Create post → Find graphic → Schedule → Repeat
Or something like that. But that’s not the best way to do things! It actually slows you down. And your time is valuable! Batching content helps you save time and strengthen your content because you’re focused on one task. So instead of following the “create post, find graphic, schedule, repeat” process, try this instead after you’ve gathered your content ideas:
Create a blog for the month
Create ALL newsletters from the blog
Create ALL social media captions from that blog
Create ALL accompanying graphics for those captions
Schedule all content
You don’t have to do this all in one day, but try to stick to this order. That way, you have clarity around your message as you create your captions or your content.
Step 7: Review and Fill In
You’ve strategized and built out your content calendar! Congrats! The next step is easy.
Review everything you have on your calendar and start filling in the gaps. Are there any weeks or days you’re not showing up for your audience? If so, you can either go back to Step 3 and get creative again or you can get inspo from content prompts and get it scheduled!
Pro tip: Consider checking out the public calendar, too. Are there any notable holidays or events your audience recognizes that you can incorporate into your content calendar?
Step 8: Analyze and Tweak
Is your content calendar effective?
This is the final step in the process, but one you should revisit at least once a quarter. Because having a content calendar is not the same as having an effective calendar.
Check your insights. On Instagram for example, use the filter to find the top-performing posts in each category. Is there a specific topic that rises to the top again and again? These are posts that can be spruced up and repurposed. The opposite is also true. Which posts didn’t hit the mark? Can the information be presented in a new light or enhanced to increase its value?
Also, consider the content format. For example, did carousel posts outperform single posts? This can give you insight into how your audience likes to consume your content.
From there, you can start taking inventory of what your audience likes — and doesn’t — so you can double down on what is working in your content marketing strategy.
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