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The Why & How of Using a Content Calendar

A content calendar is a tool that helps you plan and organise your schedule for the upcoming weeks, by detailing what and when you will post your content. It enables you to plan and organise your time efficiently all whilst saving you the terror of having to think of new and engaging content on the spot every day.


There are no one size fits all, every business will have a slightly different calendar depending on their service or product, their social channels and their frequency of posting. However, we’re going to give you an insight into the type of content calendar we use and why, if you haven’t already, started utilising one for your business.


Why use a content calendar?

  • Keeps you organised - Creating a content calendar keeps you accountable for what you’re posting and when. You will be able to see exactly what you have scheduled and have a better perspective of your overall marketing strategy.

  • Saves you time - By scheduling your content ahead of time, you no longer must spend a good chunk of everyday posting content on all your social media platforms. You can use a scheduling tool like Loomly, and spend one day scheduling your content for the next few weeks. This will ultimately free up time day to day for you to focus on other areas of your role.

  • Helps keep your audience engaged - Your content calendar should be created with your audience in mind, which should consequently maintain their engagement. It allows you to really think about the content you are producing and ensure topics aren’t picked at random. Most audiences prefer carefully thought-out content, that they resonate with, which is why a calendar can be so beneficial.

  • Crucial for staying in the know - We all know how quickly days turn into weeks and weeks turn into years, therefore key dates can easily be forgotten about or placed on the back burner. With your content calendar, your content should be planned at least a month in advance, which gives you plenty of time to prepare any key dates that may be coming up. This approach allows you to take your time when crafting your content and really focus on your engagement.

How to use a content calendar

Luckily for you, we have our very own content calendar template that you can download for free here. This is the template that we use, however as said earlier, every business will be different in how they lay their calendar out. We feel as though this is a good base to begin but you can make any amendments you need to make it your own.


If you’re wanting to start from scratch and create your own calendar, then we suggest a few of the below pointers:

  • Decide on your social media platforms - Although certain platforms may be popular, this doesn’t mean your business should be on it. You need to decide where you audience are and from there utilise those specific platforms. Platforms to choose from can range from Twitter, Instagram, Facebook, Tiktok, Snapchat, Pinterest and clubhouse… just to name a few.

  • Decide on the frequency of your posts - Recent studies have shown that posting regular content leads to a higher rate of engagement. As a company you should decide how often you want to be posting on your specific platforms. Do you feel you could post every day on Instagram but only twice a week on Linkedin? Decide on your frequency and fill in your calendar accordingly.

  • Decide the type of content you want to publish - if you’re posting the same thing every day, the chances are your engagement is going to plateau. The way digital marketing is changing, you can’t really get away with posting a static graphic every day as people will easily get bored. Your posts should vary from blogs, memes, Q&A, statistics, videos, reels, day in the life. Think creative and once you’ve decided make sure your content calendar clearly lays out the type of content you will be posting each day.

  • Write your post description - This will save you so much time when you come to scheduling your posts. Within your calendar you want to have a description box. In this description box you should write your full caption that you are going to include with your post when scheduling. This means when you come to schedule your post, the hard work is done for you, and you’re just required to put the content together and select the date and time you want it to go out.

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