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Why and How to Create Social Media Calendar

It is no surprise that social media will drive your ROI if done correctly. 74% of marketers saw an increase in traffic after spending just 6 hours per week on social media; 78% of Americans say social media impacts their purchasing decisions.

A social media content calendar should:

  • Help develop your editorial strategy.
  • Cut extra time out of your content marketing strategy and help you allocate your resources wisely.
  • Help you consistently publish high-quality, high-performing content pieces.
  • Organize the way you curate and create content.

Characteristics of a good social media content calendar:

  • Include icons representing each network next to the title of the post.
  • Easy to read and contains all the information for your content marketing strategy.
  • Your calendar should reflect which of your writers is responsible for writing, publishing and promoting each piece of content.
  • Have a separate sheet for each month, with activities, are further broken down by day.

Why your business needs a social media content calendar

Reason 1

It helps you keep track of what’s performing, so you can upkeep your content quality and consistency.

Case study: Eugenie Grey from FeralCreature credits consistent, high-quality content as the main growth factor behind the growth of her 216,000 Instagram following.

Content Marketing Effectiveness: According to CMI, 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% of those who have a verbal strategy.

Step 1: Perform routine checks on what kind of content is well-linked by your audience.
Step 2: Make regular adjustments based on these insights.
Step 3: Set up regular check-up times to record the important metrics on your content.
Step 4: Use this info to adjust your publishing schedule and post content.

Reason 2

It keeps your channels from poorly timed posts and missing posting dates.
Facebook: Engagement is 18% higher on Thursday and Fridays.
Twitter: Tweets get higher CTRs on the weekends.
Fast Company surveyed 330 people on the most annoying things on social media. 22.1% voted to post too much.

Step 1: Populate your content calendar with all the dates important to your business.
Step 2: Set up reminders at a reasonable internal to put the date on your radar in advance, to adjust your writing and research time to the deadline.
Step 3: Add holidays that may affect your business, whether they mean low or high reader traffic – depending on the nature of your business.

Reason 3

It helps prevent spamming one social media network and neglecting another.

Step 1: For each piece of content planned in your calendar, assign the social media channels you want to use to promote it.
Step 2: Add social media network icons underneath the content title and author name.
Step 3: If you see that one icon comes up too much, and another has not shown up in a while, it may a sign that you need to rethink your social media promotion strategy.

Reason 4

Prevents you from posting poorly researched and written posts.

Fast Company surveyed 330 people on the most annoying thing on social media. 32.4% said “poorly written posts” are the most annoying thing.


Step 1: Set your publish date and assign tasks to your writer in advance; this allows for sufficient time to do proper research.
Step 2: Add protocol for proofreading for quality control.
Conclusion: Start using a social media calendar to manage your social media creation and curation.

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