If you manage a blog or a brand’s social channels, then you know how important it is to stay organized and consistent with your posts. That’s why we wanted to share how we organize and schedule social content, along with tips on how to create your own editorial calendar.
What is an editorial calendar?
Have you ever sat down to post on behalf of your business or blog and felt stuck? Sometimes it can be difficult to constantly come up with new ways to share your content. Sometimes you feel torn between channels and may wonder which one will drive more awareness, engagement or clicks. That’s where a content calendar comes into play.
A content or editorial calendar is a document that keeps your blog and social channels organized and consistent with – you guessed it – sharing your content. It’s a place where you can have an at-a-glance look at what will be pushed out that month, allowing you to more easily plan ahead and avoid the last-minute rush to create copy or images.
Getting started: creating an editorial calendar
Once you have a template of a calendar to use, that is a great start! But what should be included on your calendar? Every brand is different and will have different priorities. Here are a few thought-starters:
- Plan in Advance: Plan far enough in advance to avoid the last-minute scramble of finding things to post. We recommend at least a month in advance.
- Identify Channels: Determine which social media and/or blog channels you want to organize and schedule.
- Identify Key Moments: Mark key moments throughout the year for your brand/blog, and don’t forget to include holidays or industry events to remind you to share relevant content. Also, include placeholders for real-time or organic content that may coincide with events or company happenings.
- Be Mindful of a Strategic Mix: In addition to a steady stream of timely content, keep evergreen content in the calendar to repost and share again during relevant times of the year.
- Prioritize Visuals: When it comes to social media, imagery and video are your best friends. You don’t necessarily need to plug in the exact image you plan on using as you’re scheduling, but it helps to jot down ideas for what you’re visualizing so that when it comes time to post, you can more easily find/create a relevant photo or video to share.
- Make Your Calendar Multi-Purpose: Your calendar can have many uses, such as a place where you can note future content ideas. Did you ever have an idea for something to share, then forgot about it when the time came to post? Make placeholders for any and all ideas that can be completed later.
- Leverage Others’ Content: First and foremost, proper attribution is key when sharing all content. With that said, find themed articles that fit your audience’s interests and plug those into the calendar to share later, always with attribution to the author/website, driving your readers to their website for the whole article.
- Assign Roles: Determine who on your team is posting, who is creating the content, and when is it due. Assign roles with deadlines, as needed.
Best practices for managing social media platforms
We always recommend that you examine insights from your own social channels to determine how and when your content performs the best, but it can be helpful to also consider some general industry guidelines.
- In general, the recommendation is to post once a day in the afternoon from 1 p.m. – 4 p.m.
- Engagement appears to be higher from Thursday-Sunday.
- We recommend that marketers and page admins take a look at their Page Insights to determine the best time of day their particular audience engages.
- Keep in mind that your audience size might affect your engagement. A Hubspot study found pages with less than 10,000 fans experienced a 50 percent drop in engagement per post when they posted more than once a day. But, for Pages with 10,001+ followers, clicks per post peaked at between 31-60 posts per month.
- Facebook Pages have the opportunity to schedule within the platform, but scheduling is also available through third-party tools like Buffer, Hootsuite, and CoSchedule.
- The industry recommendation is to post at least once a day.
- Most studies suggest that early afternoon and midweek is the best time to post on Instagram. Sundays receive the least amount of engagements on posts.
- However, with the ever-changing algorithm, we would recommend that you think about consistency and genuine engagement with followers, rather than a particular time of day to post.
- Business Instagram accounts can schedules posts, and all accounts can schedule through tools like Hootsuite.
- Post a minimum of three times a day. Try to not exceed 50 pins a day, as TailWind suggests that will actually decrease your engagement dramatically.
- HubSpot recommends weekends as the best time to see engagement from pins.
- Pro pinners commonly use TailWind to schedule re-post pins.
- See more best practices for Pinterest here.
- We recommend tweeting at least three-to-five times a day.
- Studies for Twitter show engagement to be highest in the middle of the week.
- You can view different recommendations for posting on Twitter here, but notice how they all tend to agree that there is no penalty for posting as many times as you want on Twitter!
- Just like Facebook, you can log into your Twitter Analytics to view which days your tweets receive the most engagement and reach.
- Scheduling on Twitter is common through tools like Hootsuite and TweetReach.