Content calendar

All hail the content king! Content, content, content, do we talk about content too much on this blog?! Well unfortunately this week is going to be no different, but in our defence, it does play a vital role in all of your online marketing activities so it is pretty important that you’re getting it right. With so much pressure on producing the perfect content, a great way to get everything under control is to put together a content calendar, and here’s how…

  1. General goals and themes

Thinking about what you want to achieve, talk to the other departments in your company to see what big events/ initiatives/ launches they have going on. You’ll also want to have a keen awareness of what big dates are coming up outside of your company, everything from scheduling a picture of your team to wish people a Merry Christmas to telling people that it’s national donut day (6th June 2014, in case you were wondering) and that everyone should come and eat donuts in your cafe! You can use a content calendar over whatever time period makes sense to you and your business: seasonally, monthly, fortnightly, weekly.

For example:


  • New Year’s Day
  • Promoting January Sales
  • Spring stock arriving!


  • Customer services conducting Twitter chats
  • 14th= Valentines day
  • Shrove Tuesday


  • Summer stock arriving!
  • Launching customer competition
  • Mother’s day

2. Break it down into smaller objectives

Once you’ve identified some overarching themes and goals you need to flesh your calendar out a bit:


Week 1:

  • 1stJan = wish everyone a happy new year!
  • Start promoting the January sales with messages, pictures and website links on our Facebook and Twitter pages.

Week 2:

  • Promote further reductions and new lines added to sale.
  • Style feature using our best picks of the sale.

Week 3:

  • Top tips for winter-spring style
  • Feature our Pinterest profile for general ideas about Spring.
  • End of sale

Week 4:

  • Reveal our employee of the month
  • Launch our new Spring stock in store and online with messages, pictures and website links across social media.
  • Series of style features using our new products.

3. Decide on your content types

This is where you’ll start getting specific and set out your day-to-day content:

Week 1:

Monday – Blog post about our weekend.

Tuesday – Style trends we’re loving.

Wednesday – Reveal a special discount code for those who follow us on social media.

Thursday – Feature some of the best pictures of customers using our products that have been sent to us through social media.

Friday – Getting ready for the weekend, ideas for what to do.

Saturday – Promote our e-newsletter

Sunday – Feature our best selling products of the week.


4. Get organised

There’s still more filling out to do but now that you have a rough idea of what content you’ll be producing when, it’s time to set up your calendar. For this you could use Excel spreadsheets, Word documents, Google docs, WordPress plugins or a service such as DivvyHQ – whatever makes sense for your business. The most popular method is probably a good old Excel spreadsheet …