Tips for Crafting an Effective Social Media Content Calendar

Creating an effective social media calendar requires planning, a bit of research, and a lot of creativity. Let’s break things down with a few tips, so you can prepare for your next content calendar!

Identify Your Goals

It can be overwhelming to think about planning out your entire monthly, quarterly, or yearly content calendar. Before diving into creating content, it’s crucial to have a clear understanding of your objectives. Determine what you want to achieve with your social media content. Whether it’s increasing brand awareness, driving website traffic, or increasing engagement, your goals will guide your content strategy. Align your content calendar with your overarching goals to make sure every post serves a purpose.

Choose Your Platforms

Just because there are multiple social media platforms, doesn’t mean your business is right for each one. This is where knowing your audience is most important because not all social media platforms are created equal. Select the platform(s) where your audience is most active and where your content will perform best. Focus your efforts on platforms like Instagram for visual content, LinkedIn for professional networking, or TikTok for short-form videos. With a diverse client list, there are many combinations of platforms we use on a day-to-day basis. For example, our trade association clients use LinkedIn along with other mainstream platforms such as Instagram and Facebook, but our restaurant clients are active on Instagram, Facebook, and reputation management sites such as Yelp and Google Business.

Recent LinkedIn posts we created for our client, SNAC International. These posts showcase industry insights, highlight SNAC’s latest achievements, promote upcoming events, and engage their audience with trending themes.

Create A Cadence

Depending on your business’ industry, you could be scheduling posts every day or just once a week. The cadence of your post schedule is important to identify so you know how many or how few days you need to plan. Businesses in the restaurant industry are known to have a more frequent post schedule, but businesses in the financial services industry may have a more inconsistent post schedule depending on annual events such as tax season. You don’t want to overwhelm your audience, but you also don’t want to be forgotten!

One of several scheduled posts in our content calendar for the Flexible Packaging Association’s annual conference, gradually increasing in frequency as the event gets closer.

Take Advantage of Thematic Days

There are many sites available for you to learn what upcoming national days, holidays, or public events are happening throughout the month. While these days can be a fun way to spice up your content, you want to make sure you don’t overuse them, so be picky! There are some unique national days, so you’re bound to find at least one that fits your business!

Promoting Reckless Shepherd Brewery’s limited-release Dry Irish Stout, Boondock Saints, throughout the week leading up to St. Patrick’s Day.

Establish a Content Mix

You know that saying, “Variety is the spice of life”? Yep, that is especially important here. Your social media content should be diverse and touch on every aspect of your business. Consider cycling through posts that are promotional, educational, user-generated, and novel. Consistency may be key, but working some creativity within that cycle is where you will really see results. Keep your audience engaged by offering diverse content that adds value to their feeds.

With these tips in mind, you’ll be well on your way to mastering the art of social media content calendar creation.

If you would like help with marketing and advertising, feel free to contact us. We offer a variety of services like digital marketing & analytics, marketing & brand strategy, and more to small and large companies.

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