Digital Marketing Tips for Small Businesses and Non-Profits

Tuesday, August 11, 2020

Starting out on Social Media: Content Calendar

Companies who are starting social media have trouble with creating consistency and a strategy. Social media is not just putting up random pictures and text and hoping someone likes or comments. Everything has to be planned to be put in line with your marketing/sales strategy. 

Keep your company organized and within your strategy by creating a content calendar. 

Why Make One? 

  • Reach Goals
  • Plan Ahead
  • Post Consistently
  • Less Mistakes
  • Follow Through with Social Strategies
  • Track What Works

How To Do It?

Before I move on to further steps, I need to stress the importance of communication with your team. Everything your company does should serve a purpose and be on brand. These following steps will only work if you work together with your team.

  • Establish Goals/KPIs
Everything should have a purpose. What are you trying to achieve with your social media? Inbound leads? Website visits? Increased followers? How will you measure these goals? Once you answer these questions, you can come up with strategies and tactics to get your there.
  • What to Track -- Use a Spreadsheet
Companies starting out can work with just a spreadsheet. As your company grows, you may want to move to to a marketing software platform like Hubspot. Some things to track on your spreadsheet would be:
    • Day
    • Platform
    • Time
    • Visuals
    • Text
Again, your posts should be in line with your goals to achieve your KPIs. 
  • Content Library
Every company should have a library of your blogs, videos, and images. This is your content library. It can be used to make posts on social. The content could be repurposed to make posts in the future as well. Keeping it in one place will also help your company stay organized. 
  • Establish a Process 
Consistency is one of the hardest parts for companies starting out on social media. Create a process for your social media schedule. When do you do your brainstorming? How often will you post and at what times? 

If you work with a team, create a process for how posts will be created. Who will come up with the ideas? When will graphics be added? Who approves of posts? Answer these questions to create a process for your team.
  • Review and Use Feedback
Review your stats to see what performed the best. Did you receive more likes on a post? Did a video cause your website traffic to spike? Using certain hashtags give you more reach? Find what works and try to replicate it. 


Social Media Content Calendars keep companies consistent and on brand for social media. They should have just as much thought as every other part of your marketing strategy. 


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