Plan It: How to Create a Content Calendar for Your Small Business
Written by Intern, Carina Franco.
Ever wonder why your business isn't being found online? Do you have a hard time sitting down and planning your content? You post on Instagram, but never seem to get more than a couple of likes from those same three people. You post what you THINK people would like, but never actually get engagement?
Does this sound familiar? Maybe it’s just a lack of organization.
It's time for a Content Calendar.
Consistent and successful content doesn’t happen by chance. What's behind that is someone sitting down and making a content calendar focused on what works and what doesn't. But all of that knowledge comes from knowing your audience and reviewing the feedback they are giving you.
Why You Need a Content Calendar for Your Small Business.
1. Consistency = Results
Consistency is key! How are people supposed to know about your business if you just post whenever you feel like it? When you post consistently, your audience gains trust in you. You're showing them that you're dependable. The more you post, the more likely it is for users to come across and engage with your content. It's all about getting your name out there.
2. Increase Engagement
Having a content calendar will keep you posting consistently and strategically. When people see that you're posting regularly, they're more likely to engage with your posts, and you’ll collect more analytics over time. Being consistent on a platform will only improve your reach and visibility.
3. Use your Time Wisely
It's all about having a plan. Creating content doesn't feel like a chore when you know exactly what you are going to make and when you are going to post it. If you premake your posts, it's no longer something that you “have to do” in the middle of 100 other tasks. By setting time to create and execute your content calendar, you’ll actually save time in the long run and have it already set into your weekly or monthly routine.
Now let's get into the steps of content calendar creation.
How To Set Up a Content Calendar
1. Set your Goals
What are you looking to achieve with posting on social media? What does success look like for your business?
Some examples could be:
Raising brand awareness
Engaging with customers
Driving traffic to your website
Having clear goals will help you determine what type of content you'll make later on.
2. Choose Your Social Media Platforms
Find what platforms are best for promoting your business. This could be Instagram, Facebook, TikTok, LinkedIn, etc.
If you are confused about what platforms are best for your business, check out our blog post here.
3. Make Content Pillars
Think of content themes that will provide value to your audience. We recommend listing specific content examples that fall under each theme.
Example: Trust
Customer reviews
Staff highlights
Collabs with other brands
Having content pillars makes brainstorming new content a lot easier, so you're not always starting from scratch.
4. Create Your Calendar
We love to use Google Sheets and Asana. Other popular software options for small businesses are Canva Pro, Notion, and Airtable.
Here's a list of software from easiest to most advanced:
Google Sheets - Perfect for beginners, spreadsheet layout, very customizable, but lacks visual tools.
Canva Pro - Great for making a simple, visually appealing content calendar, but has limited customization.
Asana - Ideal for task management and team collaboration, but can get complex.
Notion - Extremely customizable with advanced features, but can take more time to learn.
Airtable - Great for businesses that manage a lot of content, but does require more setup time.
Find what software works best for YOUR business.
5. Organize Your Information
How to set this up is totally up to you, but here is a simple way to get things started.
Make columns for…
Date
Content type (depends on where you post content)
Post description
Platform
Content type will differ depending on your platform and brand. Example: For Instagram, you might include an image, carousel, reel, or story post.
6. Schedule Planning Days
Each month, you're going to want to set aside three separate days for…
Content planning
Content making
Proofing and scheduling
Having a separate day for each step is CRUCIAL to avoid getting overwhelmed. This way, you're not stuck doing everything all at once.
7. Start Posting, Stay Flexible, and Adjust!
After the first month of posting, check on your overall analytics. See what worked and what didn't. Don't get discouraged if your content isn't hitting right away, it takes time to create a presence online. The best way to improve is to review your analytics and learn what your audience actually wants to see.
Setting up a content calendar should give you peace of mind when it comes to growing your business. We want you to feel confident that you can create the content of YOUR dreams.
Remember that good content doesn't just happen; it's planned!