One of the most difficult things about managing social media is knowing what to post and when. Do you ever find yourself staring at your phone or computer trying to come up with something clever to say about your business? Or, worse yet, totally forgetting to post anything for several months at a time?

That’s where a social media content calendar comes in.

Consistency and quality are major keys to a successful social media strategy — whether your business is active on Facebook, Instagram, Twitter, Pinterest, or any other social platform. A content calendar will help you organize your ideas and put them into an actionable plan. You’ll be able to rest easy knowing you are reaching your audience with quality posts.

What is a social media content calendar?

A social media content calendar is exactly what it sounds like. It’s a calendar (can be print or digital) where you write in what you plan to post and when. It gives social media managers a birds-eye view of upcoming important dates and promotions.

How do you create a social media content calendar?

I like to schedule a time each month to plan out my posts. I start with a printed calendar (yes, I know, I’m old fashioned.) I get out fun, multi-colored pens, and I always have a pencil and eraser nearby…I like to change my mind a lot!


First, look at all of the major holidays that are coming up and write them in. That way, you’ll know you need to start thinking about your business hours for those holidays, or you can come up with a fun way to wish your followers “Merry Christmas.”

Next, fill in any events or sales that are unique to your business or area. It could be a Customer Appreciation Event, a special sale on summer sandals, or a town event/festival. Even though you may not post about each town event that’s happening, it’s still good to know what is going on. If the event is something you’re hosting, you should not only write in a post for the day of the event, but also schedule some posts prior to the date to generate interest and excitement. A good rule of thumb is to at least post 4 days before the event, the day before and the day of. If it’s a larger event, obviously this will need to be adjusted.

Finally, pull up a handy National Day calendar and write in any days that pertain to your business that are worth celebrating. For example, today (September 17, 2020) is National Apple Dumpling Day. Ummmmm, hello, my favorite fall dessert! So, if I were creating a content calendar for a restaurant that specialized in apple dumplings, this day would definitely be worth celebrating! Maybe I would give a special deal, or maybe I would just post a mouth-watering photo of the fluffy dough, steamy apples, and vanilla ice cream on the side. Ok, BRB, going to find the nearest place that sells apple dumplings.


There are some types of posts that are worth repeating. This is where your creativity really gets to shine. Ever heard of “Throwback Thursday?” This is what I mean by Theme Days.

If you’ve had your social media account for a while, you might have noticed some trends as to which type of posts tend to get the most engagement. Are they photos of your shop? Employee Spotlights? Behind-the-scenes videos? These would be great posts to do on a consistent basis. So develop a “theme day” around them!

For example, you could say every Friday is going to be “photo Friday,” and you are going to post a photo of a product. So, go ahead and pencil it in on your social media content calendar. Or, let’s say once a week, you would like to post a funny meme. Pick a day of the week, and put it on the schedule! If part of your social media strategy is to direct your audience to your website, pick a couple of days per week to link back to your site. Think about what your goals are, and create theme days based around those priorities.

The theme days don’t have to be weekly. I have one client who does one employee spotlight per month. We always know that on the 15th of the month, it’s employee spotlight day.

Please note: You don’t necessarily have to have the exact thing you are going to post prepared, but at least you have the general sense of what to do when that day comes!


By now, your calendar should be looking pretty full – especially if you only intend to post a few times a week! But let’s say you still have some blanks. This is when it is helpful to keep a list of post types for you to choose from when you’re stuck.

Here are some more post ideas:

  • Behind-the-Scenes Video or Photo

  • History, Trivia or Throwback about your business

  • Share posts from your town or visitors center

  • Ask a question

  • Post a 5 star review you’ve gotten recently

  • Product highlight or try-on video

  • Customer stories

  • Do a giveaway

  • Ask followers what they think about….do a poll with options!

There are so many other post ideas to help you fill in your calendar. After the month’s calendar is complete, you can start scheduling your social posts, or simply keep it handy so you know what to do each day!

I hope you found this blog post helpful as you work to get your social media strategy more organized! Happy planning!

Do you need help coming up with a social media content calendar? I’d love to sit down and chat about your goals and ideas. Contact Barnyard Marketing to make an appointment for a free consultation today!.