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The Social Media Content material Calendar Template Each Marketer Wants [Free Template]

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Have you ever been on a time crunch to create social media content material?

Most of us have and it is a hectic place to be in. Creating content material within the second it must be printed is lower than supreme for extra causes than it’s possible you’ll understand. Not solely is your content material much less prone to meet the wants of your viewers, however you may additionally miss out on the artistic social subjects and occasions that may be deliberate for prematurely.

On this information, you may get the most effective social media content material calendar template and a step-by-step information explaining easy methods to use it.

Hubspot'S Social Media Calendar Template Pictured In An IpadUse the Above Template to Plan Out Your Social Media Holiday Posts

Why do I want a social media calendar?

There are a number of advantages of getting a social media calendar. The primary is that it retains you and your workforce organized. Moderately than developing with content material concepts on the fly, you possibly can plan your content material round your group’s wants, trending subjects, and present occasions.

One other profit to having a social media calendar is that it may well aid you scale your content material manufacturing with out overwhelming your advertising and marketing workforce. You may tempo the manufacturing round your workforce’s bandwidth and different duties your division is chargeable for by planning the content material prematurely.

Creating an amazing content material calendar is not so simple as including a couple of Instagram publish concepts to your Google calendar. You may need to ensure you embody the right parts in your calendar to make it simple to your workforce to make use of and stakeholders to grasp.

Perfecting your social media content material calendar doesn’t should be a chore. With these important parts, you’ll have a basis to prepare your social media technique at a tactical degree.


As you seen in earlier sections, your stakeholders will admire having an easy-to-read key that they will use to grasp the knowledge within the calendar.

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 motive. They’re vital to monitoring the success of your marketing campaign. With out them, you will not know what’s working and what is not.

URLs and UTM parameters are comparable, however they’re not one and the identical. URLs are the hyperlinks you’ll need to share out of your web site (and even one other web site should you’re curating content material) in your social media platforms.

Alternatively, a UTM parameter is an extension of your URL. It’s a string of monitoring code that’s appended to the top of the URL and it helps social media entrepreneurs monitor how effectively 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 objectives and what content material is healthier for engagement on social media platforms.

Date and Time

When you’ve got stakeholders or different groups that depend on your social media content material, you’ll shortly 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 will probably be scheduled, they’ll be capable to shortly proceed with their workflow which is useful for you, too. Which means you received’t be interrupted to provide standing updates about each Tweet on the docket for the day.


Transparency and context are invaluable in relation to social media content material calendars. Giving a short synopsis of the message and even sharing the caption for a publish can go a good distance in serving to others inside and outdoors your workforce perceive what the intent of the publish will probably be.

Professional tip: When you’re including a video to your social media content material calendar that isn’t completed, take into account including a brief Loom video that offers an summary of what the video will probably be about.

Marketing campaign

In terms of monitoring, it’s too late to begin when the marketing campaign is over. Begin monitoring your social media campaigns in your content material calendar. You can also 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 into 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 will probably be included within the printed publish. Coupled with the message, stakeholders who view the calendar pictures could have a reasonably good thought of what is going to be shared and when. To make enhancing your pictures for every platform simpler, take a look at this cheat sheet for supreme picture dimensions on every platform.


Step 1: Determine your objectives.

Step one you need to take to construct your social media content material calendar is to determine your objectives. These will decide how usually you publish, who needs to be concerned within the content material creation course of, and which channels you may need to use.

When you’re undecided the place to begin with establishing your social media objectives, we cowl that right here.

Step 2: Align your workforce.

Along with your objectives etched in stone, it is time to align your workforce towards these objectives. Social media content material creation is a tall order, particularly for lean advertising and marketing groups, so do not brief your self on assets — particularly expertise.

One factor we all know to be true right this moment is that video content material is taking up nearly each main social platform. Which means you may need to have on-camera expertise devoted to producing video content material to fulfill the wants of your social media calendar.

When you can, discover a content material creator who’s well-versed in short-form written content material, video content material, and audio content material to maintain your content material manufacturing transferring shortly and stop bottlenecks.

Step 3: Contemplate range, fairness, inclusion, and belonging.

Variety, fairness, inclusion, and belonging are subjects to contemplate when growing your social calendar. You may need to make sure that your content material displays and respects the values and experiences of your viewers. Furthermore, the faces, voices, and tales you share on social networks needs to be consultant of your viewers and the bigger neighborhood the place your corporation operates.

This is not one thing that may occur by chance, so you may need to plan for range and inclusion as you develop your content material calendar. If you would like some steerage on creating various and inclusive content material, take a look at our unique analysis on the subject.

Step 4: Determine what social channels you may use.

Each social channel is totally different and the content material you publish on each ought to attraction to the format of the platform and the customers who use it.

When you’re a seasoned marketer or have a big workforce, it’s possible you’ll discover that utilizing the entire widespread channels and even experimenting with a brand new one may very well be helpful to the objectives you set in the 1st step. Nevertheless, should you’re a workforce of 1, or your workforce is already stretched skinny, it is OK to begin with a couple of social channels and work your means as much as extra.

Step 5: Decide your publishing cadence.

Much like beginning small and dealing your solution to extra social channels, the identical applies to your publishing cadence. It isn’t unusual for manufacturers to publish day by day on platforms like Twitter whereas posting as soon as per week on LinkedIn could also be greater than sufficient to maintain that viewers engaged.

Check out the analysis for every social media platform you intend to make use of to get a way of the posting cadence finest practices. Then, evaluate that to the bandwidth in your workforce and the objectives you need to obtain. Bear in mind: the objective of a social media calendar is to create and publish a sustainable stream of content material to your viewers — it is a marathon not a race.

Step 6: Arrange UTM monitoring.

One of the crucial necessary components of a social media calendar is definitely the half you do not see — analytics and monitoring. The simplest solution to monitor how your social media content material is performing is to make use of UTM parameters to trace it. “UTM” seems like a scary acronym, however they’re quite simple to arrange and use.

As soon as you’ve got obtained them in place for every hyperlink in your social media posts, you possibly can evaluate the metrics of your social media content material.

Step 7: Create an evaluation tracker in your calendar.

For stakeholders who need to keep abreast of how effectively your social media content material is, create a tab that reveals clicks, views, engagements, and different metrics you intend to trace to deem your content material a hit. Monitoring analytics could be as easy or detailed as your workforce prefers.

For a full listing of metrics to trace and instruments to do it, check out this yr’s Final Information to Social Media Analytics.

The right way to Use HubSpot’s Social Media Content material Calendar Template

If you do not have time to create your social media content material calendar from scratch, begin with HubSpot’s free social media content material calendar template. Obtain it now, and observe together with the steps beneath.

Featured Useful resource: Social Media Content material Calendar Template

Hubspot'S Social Media Content Calendar Template

Obtain Now

The next subsections will present you easy methods to fill out every of the tabs you see on this template — Twitter, Fb, LinkedIn, Instagram, and Pinterest.

Evaluate the Month-to-month Planning Calendar tab.

The tab Month-to-month Planning Calendar supplies an general snapshot of your month-to-month social media campaigns. It will aid you coordinate with different stakeholders and maintain all of the transferring components so as. This is what it appears to be like like:

Social Media Holiday Calendar Template

There are three sections to be aware of once you edit this template. First, the color-coding key. Every shade represents a kind of content material or marketing campaign you would possibly coordinate, like ebooks, webinars, weblog posts, product launches, and so forth. Although solely a few of these may be related to you, they’re only the start of what it’s possible you’ll need to embody right here — so you should definitely add and take away classes that align with your personal sorts of content material.

The opposite two sections you may have to edit are the Month and 12 months 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 an alternative 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 all the time save these tabs as a separate workbook.)

Populate your first social channel within the calendar.

Alright, now let’s get to the social media content material a part of the calendar. For the sake of this weblog publish, we’ll use Twitter for example, however these steps will work for every social channel tab within the template.

As an example you need 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:

Hubspot Social Media Content Calendar For Twitter

Day, Date & Time

The primary 4 columns, Day, Date, Time, and Date & Time are there to your comfort, and should you 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 will probably 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 robotically change based mostly on what you sort within the earlier two columns.


Now, let’s transfer over to the Message column. Right here, enter the copy you’d like to look in your tweet, allowing for you must cap it at 217 characters to permit sufficient room for a hyperlink. (Learn this weblog publish for a full character rely information.) This spreadsheet will auto-calculate the variety of characters you’ve entered to maintain you on level, turning yellow and finally crimson as you strategy 240 characters.


After you’ve got composed your tweet, paste the URL you would like to incorporate in your tweet within the Hyperlink column. Make sure to embody UTM parameters so you may know whether or not these tweets are driving site visitors, leads, and prospects. This is a crucial step to recollect if you would like to exhibit ROI from social media. You can too 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 (you probably have one). For Twitter, we advocate pictures which can be 1200 x 670 pixels.

(Click on right here for a full cheat sheet of social media picture sizes.)

When you’re having bother attaching your picture to the spreadsheet, observe these steps:

Step 1: Click on on the cell the place you would like to put your picture.

How To Add An Image To An Excel Cell, Step 1 Click Insert

Step 2: Click on Insert within the prime row, then click on the Picture button, and eventually, click on Picture in cell to decide on your picture.How To Add An Image To An Excel Cell, Step 2 Click Image And Image In Cell

Step 3: Within the Insert picture window, select the choice your picture will come from. On this instance, we uploaded a picture from our laptop.

How To Add An Image To An Excel Cell, Step 3 Upload The Image

Step 4: You may now see the picture seem within the cell.How To Add An Image To An Excel Cell, Step 4 Final Step, Image Appears

Professional Tip: This course of is only for organizational functions. When you determine to add the spreadsheet to your social media publishing software program, it is not going to connect — you may have to try this manually. When you’re a HubSpot buyer, particulars for easy methods to bulk add your Twitter content material to the HubSpot Social PublishingTool could be discovered inside the downloaded template.

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 have to complement these updates with on-the-fly content material. Breaking information hits? Whip up a fast replace to share it along with your community. Did somebody in your community tweet one thing attention-grabbing? Give it a retweet with some commentary. Obtained an enchanting touch upon one among your updates? Reply with a “thanks” for his or her interplay.

Developing with and scheduling your social media content material prematurely is a large time-saver, however it ought to go with out saying that you simply nonetheless want to watch and add to your social presence all through the day.

Lastly, we encourage you to experiment along with your social media publishing. This template supplies publishing dates and occasions for every social community, however it’s possible you’ll discover these are means too many updates so that you can fill, or maybe too rare to your booming social presence. If so, you must alter your social media publishing frequency as wanted.

Now that you simply’ve obtained the ins and outs of a social media content material calendar, obtain the one beneath without spending a dime and begin planning your content material.

Editor’s notice: This publish was initially printed in January 2020 and has been up to date for comprehensiveness.

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