“We’ve 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. We’ve conferences. We run late. Issues come up. And it is actually exhausting to get any significant quantity of labor finished when you will have the following social media replace looming over your head each 30, 60, or 90 minutes. All of it strikes so quick that you just would possibly periodically really feel a case of the vapors approaching, which is why pre-scheduled social media content material needs to be your new greatest buddy.
To make social media content material simpler for firms to plan and schedule throughout the accounts they handle, we created a social media content calendar template. And recently, we updated to be better, faster, stronger, and just generally prettier.
What’s a content material calendar?
A content material calendar organizes your publishing schedule by date in an effort to preserve observe of deadlines, higher handle your content material creation workforce, and create transparency with all events.
What’s on this content material calendar template?
Each content material calendar is completely different and needs to be adjusted in your distinctive course of. Nonetheless, on this one, you may discover a normal 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:
This weblog submit will stroll you thru precisely tips on how to use the template to remain on prime of your social media content material planning for each.
Observe: HubSpot prospects also can schedule content material by way of Social Inbox, or use this spreadsheet to arrange their content material and subsequently add it to Social Inbox. Detailed directions for doing this exist in the cover sheet of the template.
The right way to Use the Social Media Calendar Template to Plan Your Content material Schedule
When you open up the social media content calendar template, you may discover the underside of the Excel spreadsheet has a number of completely different tabs, most of that are devoted to a particular social community.
The rationale you may need a completely different worksheet for each social community is just that each social community is slightly bit completely different. You may’t simply craft one, single social media replace and use it throughout LinkedIn, Fb, Twitter, Instagram, and Pinterest.
You may actually promote the identical piece of content material throughout these networks, however that does not imply you may craft your replace in the identical means for each single considered one of them. (In truth, you could even wish to add further tabs for those who’re lively on different networks, like Quora or YouTube.)
This following sub-sections will stroll you thru tips on 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 simply stroll by way of the “Month-to-month Planning Calendar” so you recognize what that is for.
Month-to-month Social Media Schedule
The tab “Month-to-month Planning Calendar” gives an total snapshot of your month-to-month social media campaigns. It will assist you to coordinate higher with different stakeholders, to not point out preserve all of the transferring elements straight in your personal thoughts. This is what it appears like:
There are three sections to pay attention to once you edit this template in your personal functions. First, the color-coding key: These are the kinds of content material or campaigns round which 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 there to point what you could wish to put in there — so make sure you edit these classes to align with your personal campaigns.
The opposite two sections you may have to edit are the Month and Yr on the prime of the calendar (duh), in addition to the cells under every day of the week. In these cells, it is best to 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 may all the time save these tabs as a separate file.)
Planning Your Twitter Content material Calendar
Alright, now let’s get to the social media content material. This part would be the lengthiest, as a result of all subsequent sections will draw on the directions we undergo right here. So for those who learn one part on this complete submit, make it this one.
For example you wish to add some tweets to your scheduling template. Skip over to the “Twitter Updates” tab, the place you may see this:
The primary 4 columns, “Day,” “Date,” “Time,” and “Date & Time” are there in your comfort, and for those who select to make use of a third-party app for pre-scheduling your tweets (like HubSpot’s Social Inbox), then these columns can be helpful. For now, simply fill within the date on which you want your updates to publish to Twitter, and the time at which you want them to exit. The “Date & Time” column will mechanically change based mostly on what you enter within the earlier two columns.
Now, let’s transfer over to the “Message” column. Right here, enter the copy you want to look in your tweet, taking into consideration it is best to 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 submit for a full character rely information.) This spreadsheet will auto-calculate the variety of characters you have entered to maintain you on-point, turning yellow once you’ve reached 95 characters, and purple once you’ve reached 116 characters.
After you have composed your tweet, paste the URL you want to incorporate in your tweet within the “Hyperlink” column. Remember to embody UTM parameters so you may know whether or not all of those tweets are literally driving visitors, leads, and prospects. This is a vital step to recollect if you would like to have the ability to show ROI from social. It’s also possible to use the “Marketing campaign” column so as to add an related marketing campaign, which helps which extra sturdy monitoring and reporting.
Lastly, within the “Picture” column, connect the tweet’s picture (you probably have one). For Twitter, we suggest photographs which can be 1024 x 512 pixels. (Click on right here for a full cheat sheet of social media picture sizes.) For those who’re having hassle attaching your picture to the spreadsheet, observe these steps:
Step 1: Proper-click the cell wherein you want 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 hooked up to the “Insert Hyperlink” display. Be at liberty to edit the “Show” textual content to vary the file title, then click on “OK.”
Observe: This course of is just for organizational functions. For those who resolve to add the spreadsheet to your social media publishing software program, it won’t connect — you may have to try this together with your advertising and marketing software program. For those who’re a HubSpot buyer, particulars for how to bulk upload your Twitter content to Social Inbox could be discovered throughout the downloaded template.
Planning Your Fb Content material Calendar
Now, let’s discuss tips on how to plan your Facebook marketing upfront with the template. Navigate on over 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 shouldn’t be doable in Social Inbox.
The primary three columns, “Day,” “Date,” and “Time” are there in your comfort. Head on over to the column labeled “Message” and enter the copy you want to look in your standing replace, similar to the times and occasions you want these updates to run. Then, transfer to the “Hyperlink” column and enter the hyperlink you may be, you recognize, linking to within the replace. (Remember that monitoring token.) If you would like the replace to be tagged to a sure marketing campaign, embody 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 900 pixels. (Click on right here for a full cheat sheet of social media picture sizes.)
Planning Your LinkedIn Content material Calendar
LinkedIn updates are probably the most distinctive, as a result of you will have each Firm Pages and Teams to think about. To show 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 submit just a few sorts of updates, considered one of which known as a “Dialogue.” You’ll solely fill out the “Title (For Group Discussions Solely)” column for those who’re trying to submit a Dialogue to your LinkedIn Group — as a result of Discussions are the one replace you may be posting that requires a title. For those who’re not posting a Dialogue to a LinkedIn Group, you need not fill out this discipline, as a result of your replace won’t have a title.
You will fill out the following column, “Message,” for each kind of replace you submit, whether or not it is for a Firm Web page or a Group. Merely enter your copy into this column, after which navigate to the following two columns, “Hyperlink” and “Marketing campaign” to enter the URL to which you are directing readers with the monitoring token you may 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 suggest modifying the picture to 700 x 520 pixels.
Planning Your Instagram Posting Calendar
Now, let’s transfer on to tips on how to arrange your Instagram photographs and movies upfront with the template. Navigate on over 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 Social Inbox like it could possibly with Twitter.
The primary three columns, “Day,” “Date,” and “Time” are there in your comfort. Head on over to the column labeled “Message,” and enter the copy you want to look in your submit’s caption, similar to the times and occasions you want 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 will depend on the size of your Instagram deal with. (Read this blog post for a full character count guide.)
Next, move to the “Link for Bio” column and input whichever link you plan to put in the bio when you publish the accompanying Instagram post. (The reason you’d put a link in your bio and not the photo caption itself is because clickable URLs aren’t allowed anywhere except the single “website” box in your bio.) Oh, and don’t forget that tracking token.
If you’d like the update to be tagged to a certain campaign, include this in the “Campaigns” column. Finally, attach an image just like you did with your other social media updates — we suggest you edit it to be 1080 pixels x 1080 pixels. (Click here for a full cheat sheet of social media image sizes.)
Planning Your Pinterest Content Calendar
Alright, now let’s go over how to set up your Pinterest pins in advance with the template. Navigate on over to the tab in your template labeled “Pinterest Updates.”
Pinterest updates work similarly to Facebook and Instagram updates, in that content can’t be uploaded in bulk to Social Inbox like it can with Twitter.
The first three columns, “Day,” “Date,” and “Time” are there for your convenience. Go to the column labeled “Message,” and input the copy you’d like to appear in your pin’s description, corresponding to the days and times you’d like those updates to run. Then, move to the “Link” column and input the link you’ll be, you know, linking to in the update. (Don’t forget that tracking token.)
If you’d like the update to be tagged to a certain campaign, include this in the “Campaigns” column. Finally, attach an image like you did with your other social media updates — we suggest you edit it to be 735 pixels x 1102 pixels.
Content Repository (Or, Where to Source Social Media Content)
This template also provides you with a tab called “Content Repository,” which should help you keep track of all your content and maintain a healthy backlog of fodder to make sourcing social media content easier.
As you create more assets, you’ll likely want to resurface and re-promote those pieces down the line, too. To ensure you don’t lose track of all of that content, record it on this tab so you’re never at a loss for what to publish on social. If the content you’re promoting isn’t evergreen, be sure to include an expiration date in the column marked “Expiration” so you don’t promote it when it’s jumped the shark.
This tab will also help you maintain a healthy balance of content: A mix of your own content and others’, a mix of content formats and types, and mix of lead generation content vs. MQL-generating content vs. traffic-friendly content.
Don’t Forget to Interact With Your Followers
Whether you use this spreadsheet to plan your content out in advance or upload to a third-party app, you’ll still need to supplement these updates with one the fly content. Breaking news hits? Whip up a quick update to share it with your network. Someone in your network tweets something interesting? Give it a retweet with some commentary. Got a fascinating comment on one of your updates? Respond with a “thank you” for their interaction or an additional follow-up comment.
Coming up with and scheduling your social media content in advance is a huge time-saver, but it should go without saying that you still need to monitor and add to your social presence throughout the day.
Finally, we encourage you to experiment with your social media publishing. This template provides publishing dates and times for each social network, but you may find those are way too many updates for you to fill, or perhaps too infrequent for your booming social presence. You should adjust your social media publishing frequency as needed.
Editor’s be aware: This submit was initially printed in January 2020 and has been up to date for comprehensiveness.