Make a content calendar.
In five steps.

What is a content calendar?

A content calendar is an overview of what you post when, on which channel. For each post it holds the date and time, the channel, the theme, the text and the image. It makes you work ahead instead of searching for something to post every morning.

Five steps

1. Pick 3 to 5 regular themes, for example product, team, tip, customer and behind the scenes.
2. Pick a weekly rhythm: which day gets which theme.
3. Add holidays and special days to your calendar.
4. Create images in one go: one photo afternoon gives you material for weeks.
5. Schedule everything in one afternoon and look at what worked at the end of the month.

An example month for a bike shop

Twelve posts, one clear line. One slot a week can be swapped for something topical.

How far ahead do you plan?

A month works for most small businesses: far enough for peace of mind, short enough to still move things around. Start on holidays and offers two to four weeks earlier, so you have time for good images. Keep one slot free each week for something topical.

Keeping it up to date

• Every week: five minutes to check everything is ready.
• End of the month: find your three best and three weakest posts, compared on engagement per 100 people reached, not on likes.
• Every quarter: check whether your themes still work. Drop one that keeps scoring low.

Spreadsheet or scheduler?

A spreadsheet is a fine start, but afterwards you still have to move everything over. In a scheduler your calendar and your scheduled posts are the same thing: what is in the calendar also goes online. See the Socialschedulr content calendar.