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Creating a content calendar from the ground up is one of those things that seems to be much more complicated than it actually is. Just the thought of opening a blank excel sheet to start your calendar is intimidating enough. Thankfully though, sometimes all you need is a simple how-to and a great starter template, which is exactly what we’ve got for you right here.

In this article, we’ll show you how to make a content calendar, show you some awesome examples, and finally leave you some links to some awesome content calendar templates.

But first, you might be wondering how important a calendar is. Let’s review the reasons to invest in this tool to begin with.

  • Saves time by making you organized
  • You get to post consistently
  • Make fewer typos, and also reduce the risk of big mistakes
  • Get more ambitious with your social strategies
  • You don’t miss out on relevant moments
  • Make higher-quality content
  • Track what works, and how to improve it

1. Create a template for the calendar

Your calendar can be as basic as a simple spreadsheet, but in case you want to spruce it up a little and add more detail to make it fun, there are lots of free online templates you can download from the web and edit to you or your organization’s liking. 

Your calendar should at least include the following:

  • The topic
  • The date and time for publishing
  • The type of content
  • Colour codes
  • Channel in which the content will be published
  • A follow-through section to see if the content has been posted

In case you’re working with a team, don’t forget to make the calendar shareable and editable so that collaborating and working on content is much easier for the team.

2. Choose your social channels

Not sure which social media platform your business should be on? 

We have a blog that covers all that and some more. From setting your goals, to where your audience is located and which social media your business should be on. Read it all here. 

You can read the blog in your free time and you’ll be sparkling with new ideas and insights in no time. 

3. Check for important events in the calendar

In this scenario, we’re going to consider any important events like holidays, festivals, seminars, conferences, etc. 

Use those to mark down dates on your calendar that’ll guide you on what content may be needed in the future as well as to help you estimate the upcoming workload which allows your team to prepare for it in advance.   

4. Add your content

As mentioned earlier, we have a blog that covers everything you need to know about social media and what content your business should put out to the respective platforms.

Once you have completed all the above tips, you can start filling in your calendar with content. This is the fun part. 

Here’s a few content ideas you could incorporate into your calendar;

  • Seasonal or holiday greetings
  • Blogs and expert articles
  • Videos and pictures
  • User-generated content etc. 

Charleson Tip: Make sure to have a variety of content to keep it interesting and keep your audience coming back for more

5. Keep evergreen content at hand

Content that isn’t bound to a specific date or time will still be valuable to your audience and your business. Since popular subjects remain relevant and are often searched online, this type of content is likely to continue to receive clicks and visits long after the initial hype has died down.

It’s also easy to reintroduce your audience to older timeless articles and blog posts by linking to them from newer material on similar topics.

When your schedule is interrupted, timeless content can also come in handy i.e. during the peak of the Covid 19 pandemic when everything was going to the dogs. 

Since it can be produced and released at any time, it’s a smart idea to have ready-made content on hand for occasions when the team needs to focus on other tasks. There should be a place in your calendar reserved for ideas for timeless material that can be used at any time.

6. Make Use of Old Content

You don’t always have to start from scratch when creating content.

Old blog posts can be repurposed and modified in a variety of ways, including converting them into short videos. Since your potential customers can find information from a wide range of platforms, it’s a good idea to present similar ideas in various formats. You’ll be able to make the most of all of the useful content you’ve generated by reaching out to various target audiences this way.

It’s also crucial to keep your website’s content up to date, as many potential customers will probably scroll through your older blog posts. 

Charleson Tip: You appear professional and trustworthy if you review and update your content regularly to ensure that your content is accurate and updated. With that in mind, don’t forget to notify your audience of any refreshed content you may have.

7. Decide on the publishing frequency and set time limits

Consider how often you will publish new content in a realistic time frame. Since creating content takes time, it’s important to find a publishing schedule that works for you.

Your content calendar, however, should not be set in stone; some flexibility should be considered and allowed in the scheduling. There may be occasions when your organization needs to react rapidly to external events or breaking news in your industry. As a result, it’s often a good idea to delay the less urgent content that was initially intended and instead respond to breaking news.

8. Monitor how your content is received

One of the best things about digital marketing is that almost everything can be measured. 

You should spend some time reviewing your own performance and analytics and integrating them into your long-term plans. Which social media posts have created the most discussion? Which of your blog posts has been retweeted? How much coverage has your press release received in the media? These are questions you should ask yourself.

You will develop and create even more interesting and engaging content in the future once you know what kind of content interests your audience.

9. Start publishing/scheduling

Once you’ve completed all the above tips, your calendar is set up and ready to go. As Rafiki says to Simba, “It is time.”

When you begin to publish on a regular basis, you will notice that sitting down and manually publishing your posts still takes time, especially if you’re dealing with high-volume feeds.

In that case, the best option is to use a calendar or social media tool that also has a scheduling feature.


That’s all there is to know about creating a content calendar and as promised, here are some free content calendar template resources you can use to create yours.

  1. Hootsuite Social Media Content Calendar Template
  2. Hootsuite Editorial Content Calendar Template
  3. Hubspot Social Media Calendar Template

Did you find this article helpful? If so, kindly leave a us a comment and lastly, share with your networks. Done? Thank you in advance. 

Charleson is the leading Digital Marketing Agency in Kenya. Reach out to us here for any of your digital marketing needs.

Until next time, cheers!

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