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HomeMarketing AutomationThe Social Media Content material Calendar Template Each Marketer Wants

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

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

Most of us have and it is a traumatic place to be in. Creating content material within the second it must be revealed is lower than preferrred for extra causes than you could 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 inventive social matters and occasions that may be deliberate for upfront.

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

→ Free Download: Social Media Calendar Template [Access Now]

HubSpot's social media calendar template pictured in an ipadUse the Above Template to Plan Out Your Social Media Vacation Posts

Why do I would like 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 group organized. Somewhat than arising with content material concepts on the fly, you’ll be able to plan your content material round your group’s wants, trending matters, and present occasions.

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

Creating an important content material calendar is not so simple as including just a few Instagram put up concepts to your Google calendar. You may wish to be sure you embody the proper elements in your calendar to make it straightforward in your group to make use of and stakeholders to grasp.

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 will admire having an easy-to-read key that they will use to grasp the data within the calendar.

So long as your key’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 put up for good motive. They’re essential 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 related, however they’re not one and the identical. URLs are the hyperlinks you’ll wish 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 observe how effectively their posts are driving 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 best for engagement on social media platforms.

Date and Time

In case you have stakeholders or different groups that depend on your social media content material, you’ll shortly see the advantage of together with dates and instances in your social media calendar.

When teammates can view the calendar and determine precisely when a put up was or might be scheduled, they’ll be capable to shortly proceed with their workflow which is helpful for you, too. Meaning you gained’t be interrupted to offer standing updates about each Tweet on the docket for the day.


Transparency and context are invaluable in terms of social media content material calendars. Giving a quick synopsis of the message and even sharing the caption for a put up can go a great distance in serving to others inside and out of doors your group perceive what the intent of the put up might be.

Professional tip: For those who’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 might be about.

Marketing campaign

Relating to 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 record 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 develop 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 might be included within the revealed put up. Coupled with the message, stakeholders who view the calendar pictures may have a reasonably good thought of what is going to be shared and when. To make modifying your pictures for every platform simpler, take a look at this cheat sheet for preferrred picture dimensions on every platform.


Step 1: Establish your objectives.

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

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

Step 2: Align your group.

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

One factor we all know to be true in the present day is that video content material is taking on nearly each main social platform. Meaning you may wish to have on-camera expertise devoted to producing video content material to fulfill the wants of your social media calendar.

For those who 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: Think about range, fairness, inclusion, and belonging.

Range, fairness, inclusion, and belonging are matters to think about when growing your social calendar. You may wish to be certain 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 must be consultant of your viewers and the bigger neighborhood the place your small business operates.

This is not one thing that may occur by chance, so you may wish 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 authentic analysis on the subject.

Step 4: Resolve what social channels you may use.

Each social channel is completely different and the content material you put up on each ought to attraction to the structure of the platform and the customers who use it.

For those who’re a seasoned marketer or have a big group, you could discover that utilizing all the fashionable channels and even experimenting with a brand new one could possibly be useful to the objectives you set in the 1st step. Nonetheless, should you’re a group of 1, or your group is already stretched skinny, it is OK to begin with just a few social channels and work your method as much as extra.

Step 5: Decide your publishing cadence.

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

Check out the analysis for every social media platform you propose to make use of to get a way of the posting cadence finest practices. Then, examine that to the bandwidth in your group and the objectives you wish to obtain. Bear in mind: the aim 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 essential components of a social media calendar is definitely the half you do not see — analytics and monitoring. The simplest technique to observe how your social media content material is performing is to make use of UTM parameters to trace it. “UTM” feels like a scary acronym, however they’re very easy to arrange and use.

As soon as you have received them in place for every hyperlink in your social media posts, you’ll be able to overview the metrics of your social media content material.

Step 7: Create an evaluation tracker in your calendar.

For stakeholders who wish to keep abreast of how effectively your social media content material is, create a tab that exhibits clicks, views, engagements, and different metrics you propose to trace to deem your content material successful. Monitoring analytics may be as easy or detailed as your group prefers.

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

Tips on how 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 fill out every of the tabs you see on this template — Twitter, Fb, LinkedIn, Instagram, and Pinterest.

Evaluation 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 preserve all of the transferring components so as. Here is what it appears like:

social media holiday calendar template

There are three sections to be aware of while you edit this template. First, the color-coding key. Every shade represents a sort 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 is likely to be related to you, they’re just the start of what you could wish to embody right here — so you should definitely add and take away classes that align with your personal varieties of content material.

The opposite two sections you may have to edit are the Month and 12 months on the high of the calendar, in addition to the cells beneath every day of the week. In these cells, it’s 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 instances over and making a separate sheet for every month. (If that will get to be too overwhelming, you’ll be able to 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 put up, we’ll use Twitter for instance, however these steps will work for every social channel tab within the template.

For instance 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:

HubSpot social media content calendar for twitter

Day, Date & Time

The primary 4 columns, Day, Date, Time, and Date & Time are there in 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 might be helpful. For now, simply fill within the date for while you’ll publish updates to Twitter, and the time at which you want them to exit. The Date & Time column will mechanically change primarily based on what you kind within the earlier two columns.


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


After you have composed your tweet, paste the URL you want to incorporate in your tweet within the Hyperlink column. You’ll want to embody UTM parameters so you may know whether or not these tweets are driving visitors, leads, and prospects. This is a crucial step to recollect if you would like to display 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 (if in case you have one). For Twitter, we suggest pictures which are 1200 x 670 pixels.

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

For those who’re having bother attaching your picture to the spreadsheet, observe these steps:

Step 1: Click on on the cell the place you want to position your picture.

How to add an image to an excel cell, step 1 click insert

Step 2: Click on Insert within the high 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 pc.

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. For those who determine to add the spreadsheet to your social media publishing software program, it won’t connect — you may have to do this manually. For those who’re a HubSpot buyer, particulars for bulk add your Twitter content material to the HubSpot Social PublishingTool may be discovered throughout the downloaded template.

Do not Neglect 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 interesting touch upon one in every of your updates? Reply with a “thanks” for his or her interplay.

Developing with and scheduling your social media content material upfront 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 instances for every social community, however you could discover these are method too many updates so that you can fill, or maybe too rare in your booming social presence. If so, it’s best to modify your social media publishing frequency as wanted.

Now that you simply’ve received the ins and outs of a social media content material calendar, obtain the one beneath at no cost and begin planning your content material.

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

social media content calendar



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