Mapping Out Your Content Calendar

Do you have a small business and need help figuring out where to start when planning your content calendar? I’ve got you. Here’s a step-by-step guide on how to map out your content calendar from idea to execution, with plenty of examples to get you started.

What are Your Content Goals?

The best place to start is not to dive straight into planning your content. First, clearly define your goals and context, as this will determine what content you produce. What does your business stand for? What do you want to talk to your audience about? Where do you want to see the most growth? Other common content creation goals include:

• Increasing website traffic

• Boosting engagement on social media

• Generating leads

• Building brand awareness.

Application Example: If your goal is to increase website traffic, you should publish more blog posts optimised for SEO and run social media campaigns that drive users to your site.

Who are You Talking To?

You can’t speak directly to everyone. Individual tastes and agendas vary far too much, and attempting to please such a broad audience is exhausting. So, narrow down your target audience before working on your content plan. Your audience type will influence your tone of voice. Consider the following factors in defining your audience:

• Demographics (age, gender, location)

• Interests and hobbies

• Pain points and challenges.

Application Example: If your audience comprises young professionals interested in personal finance, your content might include blog posts about budgeting tips and TikToks/YouTube Shorts about budgeting strategies.

How to Conceptualise Content Ideas

Do your homework: What are your audience’s pain points or challenges? What do they like to talk about? You can discover this information via social media, online forums, user research, or platforms like Answerthepublic or Semrush. Here are some key content types to consider:

• Blog posts

• Short and long-form videos

• Infographics

• Podcasts

• Webinars

• Whitepapers.

Application Example: A fitness brand might plan a mix of workout videos, nutrition-focused blog posts, motivational social media quotes, and live Q&A sessions with fitness experts.

Stay on Track With a Calendar

Do you like Miro? Then use it. Are you a fan of Notion or Asana? Then let’s go! Google Sheets also works just fine. It’s about finding a tool that works for you. Here are some suggestions for what your calendar should include, but you can do your own thing here as well:

• Content title

• Content type

• Publication date

• Platform

• Owner

• Status

Plan Content a Month in Advance

This time frame has always worked well for me as I plan my upcoming month of content based on my reports and learnings from the previous month. Ensure that your content is evenly distributed across different platforms and formats. Be realistic about your capacity to create and publish content regularly—you don’t have to post every day just for the sake of posting. Instead, aim to strike a balance between frequency and quality of posts.

Application Example: A tech company might plan a series of blog posts on emerging tech, weekly social media updates on tech news, monthly webinars on industry trends, and quarterly whitepapers on in-depth research topics.

Here’s what your monthly content calendar could look like:

Create a Schedule for Content Production

Once you have set your calendar, start creating your content. Use tools like Canva for graphics, Adobe Premiere for video editing, and Sprout Social or Hootsuite for scheduling social media posts. Aim to have content ready at least a week before the publication date.

Do a monthly retro of your content. That means:

• Do a monthly report of your content performance and then plan more of what works, i.e., increase the frequency of successful content types.

• Experiment with new ideas based on what you’ve learned—try new formats or topics.

• Optimise underperforming content, i.e., revise, repurpose, or eliminate content that didn’t meet expectations.

Just Make a Start!

It can be daunting to get going, but often, the most challenging part is just taking the first step. My top tip is not to be too hard on yourself or on your content. Remember, the first post doesn’t have to be groundbreaking or go viral. You just need to create a system that works for you. Develop a manageable content calendar you enjoy working on, featuring content you enjoy creating. Consistently think about the ‘why’ when posting. Consider your goals with this content and who is consuming it. Lastly, remain open to change. Your content plan is just that—a plan; it should never be set in stone. If you focus on reassessing along the way based on your content's performance, engagement, and conversion, you’ll see results in no time!