Content without a plan is chaos. You're scrambling for ideas at 9pm, posting inconsistently, and burning out. A content calendar fixes this.
The Monthly Planning Session
Block 2 hours at the start of each month. You'll plan all your content in one sitting. This is more efficient than deciding daily what to post.
The Content Mix
For most brands, this ratio works:
- 40% Educational (tips, how-tos, industry insights)
- 25% Social proof (reviews, testimonials, case studies)
- 20% Behind-the-scenes (team, process, culture)
- 15% Promotional (products, offers, CTAs)
Adjust based on your audience. But never go over 20% promotional. Nobody follows a brand to see ads.
Content Pillars
Pick 3-5 topics you'll consistently cover. These are your pillars. Everything you post should fit into one of them.
Example for a fitness brand: Workouts, Nutrition, Motivation, Product Features, Community Spotlights
The Calendar Structure
For each week, plan:
- Monday: Educational post
- Wednesday: Social proof or BTS
- Friday: Engagement post or promotional
Three posts per week is plenty. Quality over quantity.
Batch Creation
Don't create content daily. Batch it. Shoot all your photos in one session. Write all your captions in one sitting. Schedule everything in advance.
This is how you stay consistent without content consuming your life.
Leave Room for Real-Time
Plan 80% of your content. Leave 20% for timely stuff: trends, current events, spontaneous moments. The calendar is a guide, not a prison.
Review and Adjust
At month end, look at what performed. What got engagement? What flopped? Do more of what works. Kill what doesn't. Your calendar should evolve based on data.