How to build a content calendar that lasts
Table of contents
Most content calendars fail the same way: you fill them in with enthusiasm on a Monday, and by the third week they’re empty. The cause is rarely a lack of ideas. It’s a pace that’s too ambitious, with no room for the unexpected.
1. Choose a pace you can keep
Start lower than you’d like. Three posts a week on one network, kept up for three months, beat two posts a day for a fortnight. You’ll raise the pace once it has settled.
2. Define recurring series
Series are recurring formats that save you from starting from a blank page. For example:
| Series | Example | Pace |
|---|---|---|
| Behind the scenes | A photo or an anecdote from the team | Once a week |
| Tip | A useful trick for your audience | Once a week |
| News | A new feature, an event | When there is some |
| Answer | A question you received, answered in public | Once every two weeks |
Three or four series are enough. Beyond that, the calendar becomes one more constraint.
3. Work in batches
Writing ten posts in one go is faster than writing one every morning: you stay in the same frame of mind, and you immediately see whether the posts look alike. Book a fixed slot, such as an hour on Thursday, to prepare the following week.
4. Keep a reserve
Always keep two or three “evergreen” posts ready: content that stays true on any day. They fill a gap when the week overflows, without hurting your consistency.
The views that help
A good calendar reads at several scales: the month for the balance of series, the week for the pace, the list for review. In Postbiz, the calendar offers day, week, month and list views, with all your networks in one place. See scheduling.
Article by
The Postbiz team
Postbiz is open-source software to schedule your posts and answer all your messages and comments from a single inbox. Here we write about what we learn while building it.
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