How to create a content calendar for social media

Do you want to know how to create a content calendar for social media? Curating Content Marketing within social media platforms has always been a fundamental strategy to consider.

A curiosity that may come to mind about how to create a type of communication that expresses effectiveness and organizational ideas is included in the social editorial calendar.

In this article, I will explain, step by step, how to create a document that plans content writing starting from defining what a social editorial calendar is, what to write inside it, and which editorial tools to use for a better representation of what you want to communicate.

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What is a social editorial calendar?

Mainly used by professionals in the field of Content Marketing, the social editorial calendar is a document that allows you to organize, schedule, and define an applicative strategy on all Social Networks, email marketing activities, Facebook bots, newsletters, and corporate or personal blogs.

It is, in fact, a timeline of the communicative activity of a company and is an essential marketing tool for those who create quality content.

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Differences between a plan and a social editorial calendar

Often, one wonders on what basis to schedule their content. It is essential to keep this in mind this aspect to talk about a strategic means for their management, namely the editorial plan.

The substantial difference between the two lies in the fact that the social editorial calendar simply suggests what to publish, when to publish it, and why.

While the editorial plan is a concentration of strategic-level information and provides an overview of the social communication plan (learn more about what an editorial plan is), what factors should you consider when creating a social media editorial plan?

Here are some:

  • Content objectives
  • Type
  • Target audience
  • Tone of voice
  • Keywords to focus on

Thanks to it, you can establish a clear and well-defined task to bring your online project to tangible growth.

You can characterize all these aspects because the editorial plan includes not only a crucial preliminary analysis phase of the market and competitors but also the strengths and weaknesses of your business.

Can you create an editorial calendar without an editorial plan?

Generally, the answer is yes. However, not all the points identified in the previous phases would be considered, leading you to improvise and generate unnecessary resource waste in this case.

With this premise, it is essential to understand that one complements the other, and content scheduling serves to transform a plan into an organizational chart divided by the date, format, and platform on which your content will be published.

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Why plan social content?

Creating a type of content or story that can engage the audience is at the core of social channel management strategies.

Providing experiences, conducting surveys, and showing a production process are activities that increase the engagement of the target audience, making them more likely to stay on company pages and show interest in the brand.

But for this to translate into actions, it’s necessary to create a plan. It’s essential to realize it with the understanding that search trends are exploited at the content level, especially for social media, as they are based on a very fast and instantaneous type of communication.

Having said that, planning social content can allow you to stay updated, take advantage of important events, not lose the communication rhythm, and thus not procrastinate, and create a network of diversified publications.

Everything is set up to gain organizational advantages.

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How to create a content calendar for social media

When you need to worry about what to write in an editorial calendar, remember that content also changes depending on social media, as each platform implies content production aimed at a specific audience.

For example, there is an audience for Facebook, for Instagram Stories, for LinkedIn, for a blog.

If you have understood user-profiles and buyer personas, the calendar should be modeled on the type of predefined audience.

There are multiple factors to consider, but the benefits of organizing a social editorial calendar mainly come from a series of fundamental steps that I will list for you.

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Mark the occasions

Depending on the nature of your brand, there are dates, in addition to conventional ones, that you need to mark on the calendar.

For example, a pet store must remember to commemorate the International Day against Animal Abandonment held every year on July 7.

This certainly helps ride the wave of search trends, encouraging users to read and share interesting content to encourage them to interact with your brand.

One of the most stimulating actions is the ability to remember all the reference dates for your business, product, or service, traditional occasions like Christmas, Easter, New Year, and Valentine’s Day.

You can also think about offers, launches of new products, and promotions based on holidays, choosing the ones that are most suitable for your online business.

Therefore, it is to be considered an effective strategy as it leverages all the important dates to increase the visibility of your company and reach potential customers on special occasions.

Collect information

Often, you may wonder: “But where can I find relevant information?” Social media is a fast and constantly updating channel, with a continuous flow of posts, events, and activities.

Keeping up with current events is essential to entertain and focus the attention of our target audience. Draw inspiration from what happens around you: World days, events, initiatives, etc.

Riding the trends is important to find interest and to let the target audience know that your brand is always up to date.

Divide the topics

One of the most common mistakes in an editorial calendar is to divide topics indiscriminately for each social media platform.

Each social media channel has its communicative characteristics, and it would be good practice to respect the character that distinguishes each of them.

Thanks to the creation of a good social media editorial calendar, it is possible to plan the messages to be inserted into the various platforms, and to adapt the content according to the reference social media.

Gather the information

You will often ask yourself, “But where can I find relevant information?”

Social is a fast-paced channel that is always being updated, with a constant stream of publications, events, and activities.

To maintain relevance and keep our audience engaged, staying abreast of current events is essential.

Get inspired by what is happening around you: World Days, events, initiatives, etc. Riding the trends is important to find interest and to let the target audience know that your brand is always up to date.

Split the topics

One of the most common mistakes within an editorial calendar is to divide topics indiscriminately for each social platform.

Each social channel has its communicative characteristics, and it would be a good idea to respect the character that distinguishes each of them.

Thanks to the creation of a good social editorial calendar, it is possible to plan the posts to be included within the different platforms so that changes can be adopted according to the relevant social.

Delegate tasks

By making the calendar shareable and accessible to every team member, the division of various topics is greatly simplified, which may vary depending on the role each person has within the company.

For example, a large company in the “do-it-yourself” specialized distribution sector includes in its social media editorial calendar the names of those who are only responsible for the social channels dedicated to Facebook, Instagram, Linkedin, TikTok, and so on.

Then some write content only for gardening, and others only for garden furniture, some for equipment, and so on.

This system of task categorization within a company provides a cohesive task management experience, allowing each team member to have a clear understanding of the goals set for them and the relevant timelines, ensuring that the organization of objectives is energetic and functional.

Schedule publications

Sharing content consistently is the best way to increase interest from followers on your reference social media platforms.

It’s hard to imagine that new users would decide to join your community if the last post was four months ago. The consistency and proper attention you dedicate to your profile will certainly not be time wasted.

Encourage users to interact with your social spaces through content and calls to action that boost the audience to take the decisive step towards action.

Use tools that simplify the research, scheduling, management, and reporting of social media content.

To name a few:

  • Hootsuite
  • Postpickr
  • Tweetdeck

A skilled social media manager mainly relies on these tools to integrate and organize new contests that can generate leads.


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Analyze the results

Surrounding oneself with professionals is important to understand what is happening around their channel of interest, be it social, blog, or e-commerce.

A data analyst can use tools like Google Search Console, Google Analytics, and insights from Facebook and Instagram.

The goal is to evaluate the effectiveness of the editorial calendar by monitoring the statistics and reading them analytically, perhaps cross-referencing the data with those from the website and social platforms.

Useful tools for creating editorial content

Today, social networks are considered indispensable tools for those who disseminate marketing content.

The use of LinkedIn, Twitter, Instagram, and others, which implement numerous functionalities year after year and require dedicated planning to avoid mistakes.

To plan individual social activities and avoid mistakes, you must invest in a series of tools that the internet offers for creating the editorial calendar. Below are five of them.

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With Trello, you can create a real social editorial calendar with all your content labeled and divided for each social platform where they will be published by title, format, themes, and graphics to be used.

It is certainly the most famous tool, but there are alternatives to Trello. With Trello, you can map out commitments by setting reminders, focusing on a single channel, planning campaigns, and group brainstorming ideas.

In fact, with this valuable tool, you can work as a team by sharing, viewing, and interacting with various posts on the editorial calendar. So that everyone is aligned on the new content to be published.


With similarities to Trello, Asana also offers functionalities for creating shared workspaces with the rest of the team. You can share goals and important resources to kickstart work and keep the team aligned.

With Asana, you can:

  • Create custom rules in seconds to automate frequent tasks and reduce errors, such as assigning work, setting deadlines, and more.
  • Choose from over 50 project templates and adapt them to your workflow, ensuring no detail is missed, and team members are all heading in the same direction.
  • Create forms to allow users to easily submit work requests. Provide your team with the necessary information to start working, managing everything in one place.
  • Embrace the tools your team relies on for seamless collaboration. With over 100 app integrations, you can centralize everything your team needs.


One of the most well-known tools for data analysis, reports, and statistics, Excel is also widely used to support editorial calendar planning for social media.

Using the cells in this Office suite tool, you can easily plan individual posts, with a schedule that can be daily, monthly, or even yearly.

By including holidays, events, and partnerships, you have a 360-degree view of the entire social activity.

Google Calendar

Selectable among Google’s tools, this tool is accessible to everyone.

Google Calendar can also be updated and shared by an unlimited number of people and is simple and intuitive. Just open a new calendar and create an event for each new day.


Evernote is cross-platform software that works on different devices, making it viewable wherever you are.

It keeps track of aspects that make up a social campaign, allowing you to archive and organize web clippings, digital notes, useful addresses, videos, and voice notes (a fundamental feature of the app).

A true digital notebook is essential for remembering everything that deserves your attention.

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Social media has become an essential tool to approach with utmost seriousness. It plays a key role in acquiring new visitors interested in your content.

It’s essential, therefore, to always have a well-detailed overview of the activity you will undertake to avoid mistakes.

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