Planning your social media calendar is crucial to creating a digital marketing content schedule for your content assets.

The creation of a social media content calendar is a significant task in and of itself. It takes a lot of continual effort to execute and monitor on a daily, weekly, and monthly basis because of the magnitude and frequency of content it comprises.

Let’s talk about what it is, how to schedule material in a social media calendar, and how to create an effective social media posting schedule to help you achieve your social media content plan.

What Is The Purpose Of A Social Media Calendar?

Simply said, a social media calendar is a unified repository for all content connected to your brand, product, or entire business.

Basic spreadsheet tools like Excel and Google Sheets may usually be used to create and monitor this data. Content may now be developed, planned, and published using services like Buffer, Hootsuite, and Coschedule.

These platforms let you manage several social media accounts for your business, as well as automate posting schedules for all of your posts at certain times and dates. This saves you time and effort when it comes to creating social media content, giving you more time to plan and track the efficacy of your master campaigns as well as individual postings. Making Social Media Content – Types of Posts

The two things that determine how you design a social media schedule are the messages you want to communicate and the people you want to target. Then you may devise a schedule that dictates the type of social media you can engage in.

Social media material can be classified in a variety of ways, including by format and content type. Let’s start with some of the most prevalent forms.

  • Posts about products or photos — This is the default post type for all businesses. Do you need to promote your newest product? If your product is new, you have a calendared promotion, or you’re having a general sale, provide text and photographs of it, as well as a product description.
  • News posts – Like product posts, news posts are informative and meant to create awareness and sustain mindshare among your target consumers. Consider this a handy “FYI” that is relevant to your company and sector, or share it as a public service message.
  • Infographics are visual representations of data. People spend countless hours skimming through material, consuming data in the form of text, images, and video. Infographics are a terrific method to give your users a quick overview of your products and services. Whether they appear on Pinterest, Twitter, Instagram, or Facebook, they form part of your total marketing portfolio.
  • Shares of blog posts – Any business that invests in its own digital marketing efforts creates material for its own blog. It’s most likely a piece of blog content or something you can reference in a blog post every time your firm releases new valuable information.
  • Videos and Podcasts — Podcasts have been around for a long time, but they’ve never gotten as much attention or a following as they will in 2020, thanks to COVID-19. Publicize any new videos or podcast content that explains your current product, services, or recently held events, just as you would write blog content.
  • Evergreen Content – Evergreen content is a sort of engagement post that allows you to keep in touch with your audience over time. It’s comparable to news articles in that it’s just an FYI, but it’s usually turned into an inspirational post with the help of design tools – a quotation, a photograph, or a popular saying that fits your brand’s tone and vibe.

When a sale is coming up, you’re providing a special discount, or you’ve decided to run a contest, you’ll likely develop promotional content. This takes the shape of branded collateral, complete with taglines, mechanics, and design variations that you can populate and distribute on various social media channels as needed.

Social Media Scheduling – Types of Scheduling

How do you go about creating a social media marketing calendar that works?

Sort out your content types and the platforms on which they’ll be published.

There are three things to consider: content kind, platform, and frequency. Create your own content themes and categories based on the post kinds you’re utilizing, and then assign a defined frequency to each.

Some of your material, such as evergreen and graphical content, ought to be scheduled on a regular basis. Is it something you’ll do once a week, twice a week, or maybe twice a month to post evergreen content?

Perhaps you could have regular photo postings every Tuesday and Thursday, a regular inspirational Wednesday post, and synchronize blog posts, podcasts, and new video content posts 24 hours after uploading them to your website, YouTube, or TikTok account.

The start and finish dates for promotional content will most likely be based on your overall content marketing calendar. Make a note of it in your plan.

Consider your social media channels as a content conduit.

Your brand’s social media profiles will assist you route consumers to your main content repository on a regular basis. Every time you create new multimedia material, share it on social networking platforms like Facebook, Twitter, and LinkedIn, along with photographs, text, and the most important link to it.

Think about automating your business.

You’ll likely find that you’re devoting more time and effort to numerous social media profiles than you anticipated. When this happens, consider centralizing the content and publishing it utilizing systems that automate the process.

You may sign into many accounts, mix and match, and echo various messages you’re sending as part of your entire content marketing plan if you’re utilizing platforms like HeyOrca or Sprout Social.

If you’re using a spreadsheet, format it in a calendar format and colour code your data, then commit to uploading it on a regular basis.

Be a Master of Analytics

The nicest aspect about investing in social media marketing is that all of the main platforms will offer you helpful, and often vital, insights on your clients. The foundation of optimizing your social media marketing operations is analytics. You can see which posts were the most read, popular, and loved, as well as when and where they were posted.

Most social media management systems, including Instagram, Facebook, and Twitter, provide their own metrics on your posts. There’s a wealth of marketing and audience data available to assist you schedule better content based on a variety of factors, such as time or day. Social media listening, which detects the tone of social media conversations about your company, will also help you create content in the future.


Social media campaigns can be managed to increasing levels of complexity by you, a social media team, provided you’ve mastered planning and scheduling. When your efforts become more extensive, you may need to hire a digital marketing agency to create and deploy your messaging campaigns.

Whatever you decide, keep in mind that the primary benefit of social media marketing is that it is a fraction of the expense of traditional marketing – and that you can iterate and improve your messaging and social media posting strategy depending on your data.