How to Create a Winning Social Media Content Calendar for 2023

Are you tired of constantly feeling overwhelmed by your social media content creation process? Sick of scrambling at the last minute to come up with ideas that aren’t even engaging your audience? Well, fear not because today we’re going to talk about how to create a social media content calendar that will transform your approach in 2023.

What is a social media content calendar?

Before we dive into the nitty-gritty, let’s get back to the basics. A social media content calendar is a strategic document that outlines your planned social media content for a specific period. It includes the topics, formats, dates, times, and platforms where you will post your content. In other words, it’s a blueprint for your social media marketing efforts. Let’s take a look at the benefits of having a social media content calendar.

The importance and benefits of a social media content calendar

A content calendar is an important part of fulfilling any social media content strategy. It will help you: 

  • Improve your time management. Time is money, and brainstorming ideas on the fly is a great way to waste both. A content calendar helps you plan your content in advance, which saves you time, and ensures that you post regularly.
  • Achieve more consistency. Your audience craves consistency; it’s a key factor in building trust and loyalty. By planning your content ahead of time, you can ensure that your posts flow regularly, and keep your audience engaged.
  • Increase engagement. You want your content to stand out, and planning ahead helps you create posts that are more engaging instead of scrambling at the last minute to just put out the bare minimum. This, in turn, leads to better results.
  • Align with your business goals. Without a clear vision of your business goals, your social media efforts could be in vain. A social media content calendar helps you align your posts with other important dates for marketing campaigns and business objectives, ensuring that your content is contributing to a cohesive message and unified goal.

What to do before creating your social media content calendar

Before you start creating your social media content calendar, let’s take a step back and look at what you need to do first.

1. Identify your best and worst performing social media content

Start by analyzing your past social media posts to determine what content performed well and what didn’t. This will help you create more effective posts and avoid repeating past mistakes. Look at which posts received the most likes, shares, comments, and conversions, and take notes of what made them successful. Conversely, pay attention to which posts didn’t perform well, so you can steer clear of similar content in the future.

2. Analyze your competition’s social media content strategy

Research your competitors’ social media presence to get inspiration and identify gaps in their strategy. This will help you create unique and engaging content that stands out. Look at the types of content they post, the frequency, and the tone of voice they use. This will help you come up with fresh ideas and create content that resonates with your audience.

3. Develop a general content theme or message

Create a general theme or message that will guide your content creation process. This will help you create a consistent social media brand image and ensure that your content is aligned with your business goals.

4. Map out your customer journey

Create an outline of the customer journey to identify the touchpoints where you can engage with your audience on social media. This will help you create posts that are aimed at people throughout a variety of stages in the customer lifecycle instead of only focusing on acquisition or retention.

5. Integrate automation tools into your publishing process

Consider using automation tools like Jetpack Social to automate your social media publishing process. This will save you time and ensure that your posts are consistent. Jetpack Social helps you implement your calendar by scheduling posts in advance. You can also have it automatically post to your profiles when you publish new content, so it works in tandem with the rest of your content plan.

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How to create a social media content calendar for your business

1. Determine the best post types and formats

To create a winning social media content calendar, it’s essential to identify the best post types and formats that work for your audience. This can include blog posts, videos, infographics, GIFs, memes, and more. 

To help determine this, look at your competitors and what types of posts are most successful for them. Review your previous posts and draw comparisons to over and underperforming posts. 

Learn more about which social platforms and post types are best for your business. 

2. Identify the best times and days to post

Posting your content at the right time helps you maximize engagement. Identify the times and days when your audience is most active on social media, and schedule your posts accordingly. Keep in mind that this can vary depending on the platform, so it’s important to research each one separately. 

One way to determine the best times to post is by testing different times and days and analyzing the engagement metrics. This will help you to determine the best posting schedule for your specific audience. 

Additionally, some platforms may give you insights for your individual page. Facebook, for example, provides a chart to let you know the days and times when the largest number of your followers can be reached. 

3. Plan your posting frequency

Posting too frequently or too infrequently can both harm your social media strategy. Too few posts can lead to a lack of engagement, while too many can lead to followers feeling overwhelmed or a diminishing reach per post. This can lower the return on investment you receive on a per-post basis. 

Experiment to find the right balance for your audience and platform. As a general guideline, for example, Twitter has a shorter lifespan for Tweets, while Facebook and LinkedIn have longer-lasting posts. So, you may want to post throughout the day on Twitter and only once per day (or even every couple of days) on Facebook. 

4. Create a quarterly calendar template

Creating a quarterly calendar template is a crucial step in managing your social media content effectively. This template acts as a blueprint for your social media strategy for the upcoming months, helping you stay organized and plan ahead.

To create a quarterly calendar, start by assessing your content strategy and determining the key themes and topics you want to cover. These themes should be aligned with your business objectives and target audience.

Next, divide your quarterly calendar into weeks and assign specific themes and topics to each week. This will help you create a consistent flow of content and ensure that you don’t run out of ideas.

It’s also important to keep in mind any upcoming events or holidays that may be relevant to your brand. Additionally, consider including a mix of content formats, including images, videos, and blog posts, to keep your content fresh and engaging.

Finally, be sure to regularly review and adjust your quarterly calendar as needed based on performance metrics, feedback from your team and audience, and changes to industry trends. This will help you stay flexible and adaptable, allowing you to continuously improve your social media content strategy over time.

5. Fill your calendar with content ideas

Once you have your template in place, it’s time to start filling it in with content ideas. This is where your customer journey map and general content theme will come in handy.

Start by brainstorming ideas for each platform based on your audience’s preferences and the types of content that have performed well in the past. Don’t be afraid to get creative and experiment with new formats and ideas.

It’s also a good idea to include a mix of promotional and non-promotional content. While it’s important to promote your products or services, your audience also wants to see content that provides value and entertainment.

6. Create compelling visual content for each post

Visual content leads to more engagement than text alone. Therefore, it’s important to create compelling visual content for each of your social media posts. This could include images, videos, infographics, or anything else that’s relevant. Make sure your visuals are high quality, on-brand, and attention-grabbing to increase engagement.

7. Schedule your social media posts in advance

Scheduling your social media posts in advance can help you stay organized and save time. By using a social media scheduling tool, you can plan out your content calendar in advance and schedule your posts to go live at the optimal times. This can also help ensure that you maintain a consistent posting schedule, which is important for keeping your followers engaged and growing. Additionally, scheduling in advance ensures that your content is well-planned and well-executed.

How to measure the ROI of your social media content calendar

After using a social media content calendar for a while, it’s important to assess its effectiveness. By measuring the return on investment (ROI) of your social media content calendar, you can determine whether your strategy is working, identify areas for improvement, and make data-driven decisions. Here are a few metrics to track when measuring the ROI of your social media content calendar:

  • Engagement: Look at metrics such as likes, comments, shares, and click-through rates to see how your audience is engaging with your content. Are they interacting with it in the ways you intended? Are you seeing an increase in engagement over time?
  • Reach: Measure the size of your audience and how far your content is spreading. Is your reach expanding or contracting? 
  • Conversions: Are your social media efforts leading to conversions, such as website traffic, email signups, or sales? Track these metrics to see if your social media content is driving action from your audience.
  • Cost: Look at the cost of creating and executing your social media content calendar. How much time and money are you investing? Do the results justify your efforts? 

Best practices for social media content calendar management

Managing a social media content calendar can be a complex process, but by following these best practices, you can streamline your workflow and maximize the impact of your content.

1. Collaboration and communication

Establish clear roles and responsibilities for each team member involved in the content calendar. Create a streamlined communication process to ensure everyone is on the same page. Set goals and objectives for your social media content, and ensure everyone is aware of them. Schedule regular meetings with your team to discuss progress and results.

2. Consistency and flexibility

Consistency is key to maintaining engagement with your audience. Set a consistent posting schedule that works for your audience and keep it updated. However, be flexible and adaptable to changes in your strategy, audience behavior, and industry trends. Be open to experimenting with different formats, topics, and posting times to see what works best for your audience.

3. Performance tracking and analysis

Continuously track and analyze your social media metrics to assess the effectiveness of your content. Identify areas for improvement, and make data-driven decisions. Use analytics tools to track engagement rates, reach, and conversions. Analyze the data to identify trends, measure progress, and adjust your content strategy accordingly.

analytics on the screen of tablet

4. Continuous learning and improvement

Stay up to date with the latest social media trends and best practices. Attend conferences and webinars to learn from experts in the industry. Experiment with new strategies and formats, and always look for ways to improve your content and workflow. Encourage your team to share ideas, learn from each other, and strive for continuous improvement.

By following these best practices, you can streamline your workflow and maximize the impact of your content. Remember, managing a social media content calendar is an ongoing process that requires continuous improvement and experimentation. Keep a close eye on your metrics, adjust your strategy when necessary, and always be willing to learn and adapt.

Frequently asked questions

How can I come up with social media content ideas?

Coming up with social media content ideas can be a challenge, but there are several strategies you can use to generate new ideas. Start by researching your audience and competitors to see what types of content they’re engaging with. You can also brainstorm content ideas based on trending topics, industry news, and popular hashtags.

Another effective strategy is to repurpose existing content. For example, you can turn a blog post into a social media graphic or create a video based on a podcast episode. Don’t be afraid to get creative and experiment with new content formats and ideas.

How can I ensure my social media content is engaging and effective?

There are several factors that contribute to engaging and effective social media content. First, make sure your content is visually appealing and on-brand. Use high-quality images, videos, and graphics to capture your audience’s attention and convey your message.

Second, focus on creating value for your audience. Provide educational or entertaining content that your followers will find useful or enjoyable. You can also use social media to directly ask your audience for their feedback, opinions, and ideas.

Finally, make sure your content is consistent and aligned with your brand messaging and values. Use your content calendar to plan a cohesive and strategic content strategy that aligns with your overall marketing calendar.

How can I determine the best times and days to post on social media?

The best times and days to post on social media can vary depending on your audience and industry. However, there are some general best practices to follow. For example, posting during peak times, such as weekdays during lunchtime and early evening, can help increase your reach and engagement.

You can also use your social media analytics to see when your audience is most active and engaged. Experiment with different posting times and days to see what works best for your specific audience and content strategy.

How frequently should I post on social media?

The ideal posting frequency for social media can vary depending on your business and audience. However, it’s generally recommended to post at least once per day on each platform to maintain a consistent presence and keep your audience engaged.

You can also experiment with different posting frequencies to see what works best for your audience and content strategy.

What is a good WordPress plugin for automating social media sharing?

When it comes to automating social media sharing on WordPress, there are several great plugins available. One of the best options is Jetpack Social, which is a plugin that enables you to automatically publish your content to various social media platforms like Facebook, LinkedIn, and more.

Jetpack Social homepage

With Jetpack Social, you can also schedule your posts to be published at the best times for your audience, and you can even customize your social media messages for each platform. This means you can craft unique messages for Facebook, LinkedIn, and other platforms, which can help increase engagement and make your content stand out.

In addition to social media sharing, the Jetpack plugin (which comes with the Jetpack Social feature as something you can turn on) also offers other features that can help improve your social media strategy. For example, it includes a variety of social media blocks that enable you to display feeds directly on your site, making it easier for visitors to follow and engage with you on social media.

Jetpack Social: Automated social media posting from the WordPress dashboard

If you’re looking for an efficient way to manage your social media content calendar, Jetpack Social is just the solution you’ve been searching for. This powerful plugin, designed by the experts at Automattic, allows you to automate your social media posting, saving you time and effort.

Jetpack Social offers a streamlined process for scheduling and sharing your social media content from your WordPress dashboard. You can create and schedule your posts in advance, so you never have to worry about missing a deadline or publishing at an inconvenient time. And, because Jetpack Social is integrated with your WordPress site, you can automatically share your latest website content on social media with just a few clicks.

Visit to learn more about Jetpack Social and start automating your social media posting today.

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Simon Keating

Simon has worked in marketing and product development for over 10 years, previously at HubSpot, Workday, and now Automattic (Jetpack). He has a varied education, with a degree in chemical engineering and a masters in computer science to his name. His passion is helping people and their businesses grow.

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