Now, take each content idea or campaign and break down how it will play out on each platform. Here’s an example scenario to illustrate: - Say you run a fitness brand and on Feb 10 you want to highlight a "Client Transformation Story". On your calendar Feb 10 entry, you’d note: - Blog: Publish full interview and story of the client with before/after pics. - Instagram: Post a carousel of images (with a short quote from the client) and a caption teasing their story, pointing people to the blog link in bio. - Facebook: Share the blog post link with a personal note about how proud you are of the client.
- Twitter: Tweet a thread with 3-4 inspiring quotes/stats from the story, with a link. - Email: Feature the story as the main content in your weekly newsletter that goes out Feb 11, for subscribers who missed it. - All of these stem from one core piece of content (the client's story) but are tailored to their platform. On your calendar , it might be a single row for Feb 10 "Client X Transformation Story" and in each platform column, you have what action you're doing. - Do this for each planned piece or campaign: think how to repurpose or coordinate it across channels.
Sometimes it might be one-to-one (like one blog post yields one FB post, one tweet, one IG post all at once), other times you might stagger (blog post day 1, email day 2, social posts sprinkled through the week). - Also include platform-specific one-offs: e.g., maybe you do "Trivia Tuesday" on Twitter every week that's not tied to blog content. Those still go on the calendar (every Tuesday row, Twitter column: "Trivia Q"). This way the person (maybe you) handling Twitter knows these are recurring, and others see it too.
Step 5: Use Tools to Filter and View by Platform (Optional) If using a spreadsheet, you can filter by platform columns to see each platform's schedule by itself. If using a tool like Airtable, set up different views or calendar filters for each platform. - For instance, filter to show only rows where "Instagram" column is not empty, and you have your IG content calendar pulled out. - This is handy if you have different team members focusing on different platforms. Each can work from their filtered view, but the master calendar ensures all efforts sync up.
- If it's just you, you might not need to filter often, but it's still useful to double-check each channel's flow occasionally, ensuring one isn't over or under-loaded in a given week.