The Social Media Content Calendar Template Every Marketer Needs [Free Template]

“Now we have a 9 a.m. assembly? Maintain on — let me simply click on across the web like a maniac to seek out one thing for the morning tweet.”
Sound acquainted? Scrambling for social content material is nothing new. Now we have conferences. We run late. Issues come up. And it is actually arduous to get any significant quantity of labor performed when you may have the subsequent social media replace looming over your head each 30, 60, or 90 minutes. Social media content material strikes so quick that you simply may sometimes really feel thrown for a loop, which is why pre-scheduled social media content material needs to be your new greatest good friend.
To make social media content material simpler for firms to plan and schedule throughout the accounts they handle, we created a social media content material calendar template. And, we’re at all times updating this template that will help you share your content material technique at a tactical degree.

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However first…
What’s a content material calendar?
A content material calendar organizes your publishing schedule by date so you possibly can preserve observe of deadlines, higher handle your content material creation crew, and create transparency with all events.
What’s on this content material calendar template?
Each content material calendar is totally different and needs to be adjusted to your distinctive course of. Nevertheless, on this one, you may discover a common schedule tab, your month-to-month planning calendar, a repository for web site content material, and updates for every of the highest social media platforms:
The beauty of this template is that as new social media platforms turn out to be common and a part of your content material technique ( you Tik Tok and Clubhouse), you possibly can merely copy the spreadsheet and repurpose it for that new channel.
This weblog publish will stroll you thru precisely find out how to use the template to remain on prime of your social media content material planning for every channel.
Be aware: HubSpot clients can even schedule content material by HubSpot Social Media Administration Software, or use this spreadsheet to prepare their content material and subsequently add it to Social Inbox. Detailed directions for doing this exist within the cowl sheet of the template.

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Free Useful resource

The Social Media Content material Calendar Template

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How you can Use the Social Media Calendar Template
While you open up the social media content material calendar template, you may discover the underside of the Excel spreadsheet has a number of totally different tabs, most of that are devoted to a selected social community.

The rationale you may desire a totally different worksheet for each social community is just because each is somewhat bit totally different. You’ll be able to’t simply craft one, single social media replace and use it throughout LinkedIn, Fb, Twitter, Instagram, and Pinterest.
A number of causes. Picture sizes fluctuate throughout all platforms, the kinds of content material that work properly on Fb may tank on Twitter, and exterior hyperlinks are nice for Twitter however practically not possible to make use of successfully on Instagram.
You’ll be able to actually promote the identical piece of content material throughout these networks, however that does not imply you may craft your replace the identical approach for each single certainly one of them. (Actually, you might even wish to add extra tabs for those who’re energetic on different networks, like Quora or YouTube.)
The next subsections will present you find out how to fill out every of the tabs you see on this template — the updates for Twitter, Fb, LinkedIn, Instagram, and Pinterest. However earlier than we get to that, let’s begin with the Month-to-month Planning Calendar.
Month-to-month Social Media Schedule
The tab Month-to-month Planning Calendar supplies an total snapshot of your month-to-month social media campaigns. It will provide help to coordinate with different stakeholders, to not point out preserve all of the transferring elements aligned in your individual thoughts. This is what it appears to be like like:

There are three sections to pay attention to once you edit this template. First, the color-coding key: These are the kinds of content material or campaigns round which you may coordinate, like ebooks, webinars, weblog posts, product launches, and so forth. Although solely a few of these is likely to be related to you, they’re just the start of what you might wish to put in there — so you’ll want to add and take away classes to align with your individual kinds of content material.
The opposite two sections you may must edit are the Month and Yr on the prime of the calendar, in addition to the cells beneath every day of the week. In these cells, you must enter the kind of content material you may be selling that day and color-code it to align with the marketing campaign it is supporting.
As a substitute of deleting all of the content material on this spreadsheet every month, I like to recommend copying this worksheet twelve occasions over, and making a separate sheet for every month. (If that will get to be too overwhelming, you possibly can at all times save these tabs as a separate workbook.)

Planning Your Social Content material Calendar for Twitter
Alright, now let’s get to the social media content material a part of the calendar. This part would be the longest as a result of all subsequent sections will draw on the directions we undergo right here. So, for those who solely learn one part on this entire publish, make it this one.
As an example you wish to add some tweets to your scheduling template. Scroll over to the Twitter Updates tab within the content material calendar spreadsheet, the place you may see this:

The primary 4 columns, Day, Date, Time, and Date & Time are there to your comfort, and for those who select to make use of a third-party app for pre-scheduling your tweets (like HubSpot’s Social Media Administration Software program), then these columns can be helpful. For now, simply fill within the date for once you’ll publish updates to Twitter, and the time at which you would like them to exit. The Date & Time column will routinely change primarily based on what you enter within the earlier two columns.
Now, let’s transfer over to the Message column. Right here, enter the copy you would like to look in your tweet, making an allowance for you must cap it at 116 characters to permit sufficient room for a hyperlink, and at 115 characters to permit room for a picture. (Learn this weblog publish for a full character depend information.) This spreadsheet will auto-calculate the variety of characters you’ve got entered to maintain you on-point, turning yellow once you’ve reached 95 characters, and purple once you’ve reached 116.
After you’ve got composed your tweet, paste the URL you would like to incorporate in your tweet within the Hyperlink column. You’ll want to embrace UTM parameters so you may know whether or not all of those tweets are literally driving site visitors, leads, and clients. This is a crucial step to recollect if you would like to exhibit ROI from social media. It’s also possible to use the Marketing campaign column so as to add an related marketing campaign which helps with extra detailed monitoring and reporting.
Lastly, within the Picture column, connect the tweet’s picture (in case you have one). For Twitter, we advocate photos which can be 1200 x 675 pixels. (Click on right here for a full cheat sheet of social media picture sizes.) Should you’re having hassle attaching your picture to the spreadsheet, observe these steps:
Step 1: Proper-click the cell wherein you would like your picture.
Step 2: Click on Hyperlink, then click on the Doc button, and eventually, click on Choose to decide on your picture.
Step 3: Within the Select a File window, choose the picture out of your laptop and click on Open.
Step 4: You will now see the picture connected to the Insert Hyperlink display. Be happy to edit the Show textual content to vary the file title, then click on OK.
Be aware: This course of is just for organizational functions. Should you determine to add the spreadsheet to your social media publishing software program, it is not going to connect — you may have to do this together with your marketing software program. Should you’re a HubSpot buyer, particulars for find out how to bulk add your Twitter content material to the HubSpot Social PublishingTool could be discovered inside the downloaded template.

Planning Your Social Content material Calendar for Fb
Now, let’s discuss find out how to plan your Fb marketing content material with this template. First, navigate to the tab in your template labeled Fb Updates.

Fb updates work equally to Twitter updates with the exception being bulk importing your content material isn’t doable in HubSpot’s Social Publishing Software.
The primary three columns, Day, Date, and Time are there to your comfort. Scroll over to the column labeled Message and enter the copy you would like to look in your standing replace, equivalent to the times and occasions you would like these updates to run. Then, transfer to the Hyperlink column and enter the hyperlink you may be, you already know, linking to within the replace. (Remember that UTM parameter.) If you would like the replace to be tagged to a sure marketing campaign, embrace this within the Campaigns column. Lastly, connect a picture identical to you probably did together with your Twitter updates — for those who’re utilizing one, we propose you edit it to be 1200 x 628 pixels. (And here is that full cheat sheet of social media picture sizes.)

Planning Your Social Content material Calendar for LinkedIn
LinkedIn updates are essentially the most distinctive, as a result of you may have each Firm Pages and Teams to think about. To exhibit the distinction between Firm Web page updates and Group updates, let’s navigate over to the column labeled Title (For Group Discussions Solely).

LinkedIn Teams allow you to publish a couple of sorts of updates, certainly one of which is known as a Dialogue. You’ll solely fill out the Title (For Group Discussions Solely) column for those who’re trying to publish a Dialogue to your LinkedIn Group — as a result of Discussions are the one replace you may be posting that requires a title. Should you’re not posting a Dialogue to a LinkedIn Group, you needn’t fill out this area, as a result of your replace is not going to have a title.
You will fill out the subsequent column, Message, for each kind of replace you publish, whether or not it is for a Firm Web page or for a Group. Merely enter your copy into this column, after which navigate to the subsequent two columns, Hyperlink and Marketing campaign. Right here, you’ll enter your URL with its UTM parameter that you will use to trace exercise, and the related marketing campaign if one exists. If you would like to make use of a picture for an replace, connect it per the directions specified by the Twitter part. We advocate enhancing the picture to 900 x 600 pixels.

Planning Your Social Content material Calendar for Instagram
Now, let’s transfer on to organising your Instagram photographs and movies. Scroll to the tab in your template labeled Instagram Updates.

Instagram updates work equally to Fb updates in that content material cannot be uploaded in bulk to the Social Publishing Software — like it might probably with Twitter.
The primary three columns, Day, Date, and Time are there to your comfort. Head on over to the column labeled Message, and enter the copy you would like to look in your publish’s caption, equivalent to the times and occasions you would like these updates to run. Take into account that though Instagram captions could be as much as 2,200 characters lengthy, they lower off in customers’ feeds after three strains of textual content. The precise size of those three strains is determined by the size of your Instagram deal with. (Learn this weblog publish for a full character depend information.)
Subsequent, transfer to the Hyperlink for Bio column and enter whichever hyperlink you propose to place within the bio once you publish the accompanying Instagram publish. (The rationale you’d put a hyperlink in your bio and never the photograph caption is as a result of clickable URLs aren’t allowed anyplace besides the one web site field in your bio.) Oh, and remember the UTM parameter.
If you would like the replace to be tagged to a sure marketing campaign, embrace this within the Campaigns column. Lastly, connect a picture identical to you probably did together with your different social media updates — we propose you edit it to be 1080 pixels x 1080 pixels. (This is the cheat sheet of social media picture sizes.)

Planning Your Social Content material Calendar for Pinterest
Alright, now let’s go over find out how to arrange your Pinterest pins prematurely with this template. Navigate on over to the tab in your template labeled Pinterest Updates.

Pinterest updates work equally to Fb and Instagram updates in that content material cannot be uploaded in bulk to HubSpot’s Social Publishing Software — like it might probably with Twitter.
In your comfort, we’ve added Day, Date, and Time columns, however you possibly can skip them for those who don’t want them. Subsequent, go to the column labeled Message, and enter the data for the pin’s description. Then, scroll to the Hyperlink column and add the hyperlink you may be together with within the replace. (And significantly, remember the URL Parameter.)
If you would like the replace to be tagged to a sure marketing campaign, embrace this within the Campaigns column. Lastly, connect a picture the identical approach you probably did together with your different social media updates — we propose you edit it to be 222 pixels x 130 pixels for thumbnail posts and not more than 600 pixels large (Pinterest size is scaled so you can also make your publish as prolonged as is cheap to your viewers.)
Content material Repository (Or, The place to Supply Social Media Content material)
This template additionally supplies you with a tab known as Content material Repository, which ought to provide help to preserve observe of all of your content material and keep a wholesome backlog of fodder to make sourcing social media content material simpler.

As you create extra property, you may doubtless wish to resurface and re-promote these items down the road, too. To make sure you do not lose observe of all of that content material, report it on this tab so that you’re by no means at a loss for what to publish on social. If the content material you are selling is not evergreen, you’ll want to embrace an expiration date within the column marked Expiration so you do not advertise when it is jumped the shark.
This tab will even provide help to keep a wholesome steadiness of content material: A mixture of your individual content material and others’, a mixture of content material codecs and kinds, and mixture of lead technology content material vs. MQL-generating content material vs. traffic-friendly content material.
Parts of the Social Media Content material Calendar
Perfecting your social media content material calendar doesn’t must be a chore. With these important elements, you’ll have a basis to prepare your social media technique at a tactical degree.
As you seen in earlier sections, your stakeholders respect having an easy-to-read key that they will use to grasp the data within the calendar. We’ve color-coded our instance right here, however you don’t must go that further step in case you have fewer channels and kinds of content material to distinguish between. So long as your secret’s clear, nearly anybody in your group can view your social media content material calendar and perceive precisely what’s occurring on all platforms.

URLs and UTM Parameters
We have harped on these UTM parameters all through this publish for good purpose. They’re vital to monitoring the success of your marketing campaign — in any other case you will not know what’s working and what is not.
URLs and UTM parameters are related, however they’re not the identical issues. URLs are the hyperlinks you’ll wish to share out of your web site (and even one other web site for those who’re curating content material) in your social media platforms.
However, a UTM parameter is an extension of your URL. It’s a string of monitoring code that’s appended to the tip of the URL and it helps social media entrepreneurs observe how properly their posts are driving site visitors to their web site. By monitoring and analyzing UTM parameters, you’ll be capable to see what content material is assembly your conversion targets and what content material is healthier for engagement on social media platforms.
Date and Time
You probably have stakeholders or different groups that depend on your social media content material, you’ll rapidly see the good thing about together with dates and occasions in your social media calendar. When teammates can view the calendar and determine precisely when a publish was or can be scheduled, they’ll be capable to rapidly proceed with their workflow which is helpful for you, too. You received’t be interrupted as a lot to offer standing updates on each Tweet that’s on the docket for the day.
Transparency and context are invaluable relating to social media content material calendars. Giving a short synopsis of the message and even sharing the caption for a publish can go a great distance in serving to others inside and out of doors your crew perceive what the intent of the publish can be.
Professional tip: for those who’re including a video to your social media content material calendar that isn’t completed, contemplate including a brief Loom video that provides an summary of what the video can be about.
Marketing campaign
In the case of monitoring, it’s too late to start out when the marketing campaign is over. Begin monitoring your social media campaigns in your content material calendar. You may make this prescriptive by having a dropdown listing of predetermined marketing campaign names, or in case your campaigns are few and much between, merely copy and paste the names subsequent to the corresponding content material.
Professional tip: Align your marketing campaign title with the marketing campaign part of your UTM parameter for seamless monitoring.

Your social media content material calendar will turn out to be simply one other spreadsheet with out some imagery. Since a lot of your social media content material will most likely be visible, add a thumbnail-sized model of the picture that can be included within the printed publish. Coupled with the message, stakeholders who view the calendar photos may have a fairly good thought of what is going to be shared and when. To make enhancing your photos for every platform simpler, take a look at this cheat sheet for excellent picture dimensions on every platform.
Do not Overlook to Work together With Your Followers
Whether or not you employ this spreadsheet to plan your content material or add it to a third-party app, you may nonetheless must complement these updates with on-the-fly content material. Breaking information hits? Whip up a fast replace to share it together with your community. Somebody in your community tweets one thing attention-grabbing? Give it a retweet with some commentary. Acquired an interesting touch upon certainly one of your updates? Reply with a “thanks” for his or her interplay or a further follow-up remark.
Arising with and scheduling your social media content material prematurely is a big time-saver, however it ought to go with out saying that you simply nonetheless want to observe and add to your social presence all through the day.
Lastly, we encourage you to experiment together with your social media publishing. This template supplies publishing dates and occasions for every social community, however you might discover these are approach too many updates so that you can fill, or maybe too rare to your booming social presence. If so, you must modify your social media publishing frequency as wanted. Now that you simply’ve bought the ins and outs of a social media content material calendar, obtain the one beneath totally free and begin planning your content material.
Editor’s be aware: This publish was initially printed in January 2020 and has been up to date for comprehensiveness.
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Initially printed Mar 30, 2021 7:00:00 AM, up to date March 31 2021


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