Before we dive into how to create a social media content calendar, let’s first understand what it is. A social media content calendar is a tool that helps marketers set goals and objectives for their social channels. Once these goals are identified, the marketer can begin working towards them by publishing content on these channels.


Set your objective

Do you want to encourage change, delight your current fans, or raise awareness of a new product, service, or campaign? Once you’ve figured that out, you can decide what kind of content is necessary and how often it should be published.

A social media content calendar is neither restrictive nor inflexible; it’s a dynamic document that reacts to each company’s needs and goals. Start by listing your objectives if you don’t already have a social media strategy in place.


Define the Audience

Consider your target audience when creating content to improve your chances of success. What type of content will they respond well to, and at what time? On which network? You need to answer these questions before you start crafting anything. For example, if you’re targeting tech-savvy individuals, try publishing blogs first and then tweeting or sharing them on Facebook. If this group also enjoys videos, go live to reach out to them more effectively!


Create A Content Schedule

After deciding how often you’ll publish each sort of material, create a calendar of social media postings. Include updates regularly. A few things to keep in mind while creating include: Use visuals/photographs that are designed in such a manner as not to take up too much room but are nevertheless able to convey the message strongly. Make sure it gets their attention immediately. In your coding, don’t forget to include hashtags relevant to your business and field, as well as appropriate links.


Managing Responsibilities  

Once you know what needs to be done, it’s time to think about who will do it. This might be just one person or a team, depending on the size of your company.

If you want to keep track of both your old and new content, as well as monitor themes, we recommend investing in a good scheduling tool. A platform that allows you not only to create new content but also post previous top-performing posts, giving them a second chance at likes and comments. Most importantly, one which gives the option to share relevant updates on Instagram and Twitter, tag people or make lists of frequently interacted with pages. Examples of some of our favourites are Hootsuite, Gain App, Sprout Social and Offernet’s Touchpoint platform.

Make a list of all the social media sites you use and keep track of how often you post on each one. Keep in mind to maintain your material; if most of your followers come from Facebook, for example, don’t use Twitter as a dumping ground for everything. Also, think about including blog material, infographics, or even motivational quotes, and if at all feasible, try linking them in a unique way to the main site (with a bio link) or article/product page that best relates to it.


Now that you understand what a social media content calendar is and how to set objectives, consider your audience, and create a content schedule, it’s time to think about who will do it. Managing responsibilities can be tricky, but with the right tools, everyone can stay on track. Most importantly, remember to keep your content fresh by publishing new material regularly and adapting to your target audience’s preferences.

About JG Bezuidenhout

JG Bezuidenhout is a founding partner of the South African subsidiary of, the data technology company housed in London, United Kingdom. Although based in Cape Town, JG is the global head of Offernet's advisory and innovation hub and, as such, is responsible for the monitoring and implementation of cutting-edge solutions, particularly within the digital marketing environment. Using advanced technologies such as big data and machine learning, as well as their bespoke Touchpoint Analytics™ system, Offernet can accurately and dramatically improve their clients' returns on advertising spend (ROAS). Their comprehensive approach to marketing, which includes advisory services, data analytics, and media buying, makes Offernet a valuable partner. If you want to take your marketing to the next level to achieve far more measurable results and align yourself with the growth strategies of the entire C-suite (and the company as a whole), Offernet is a logical choice.