• Lakestone Digital

How To Get Started On A Social Media Content Calendar

by Kayla Henneman, Lakestone Digital

Creating a social media content calendar can be a daunting task when starting out. What do you even talk about? How do you get people engaged? Should you change what you’ve been doing? Our goal today is to give you some tips on how to get started.

Tip #1: Personalize Per Platform

One of the biggest social media no-no’s is to post the same exact content on every platform at the same exact time. Why is this bad? One of two things is going to happen:

1.) You have the same followers across all your social media

platforms (Twitter, Facebook, Instagram, etc), and they get irritated seeing the same post three times in one day.


2.) You have a different audience on each platform. What might work well on Twitter will do nothing for the people on Instagram because the audience on each platform is just too different.

Point is: Do not post the same exact content to each platform. It will be more work, but it will be worth the effort.

Tip #2: What Works For You?

If you have been posting to social media for a while, look back on your old content.

Go through your Instagram posts and see which ones got the most comments and likes. Which posts on Twitter got the most retweets? Did people sign up for events when you posted them on Facebook?

Replicate what works. This is your audience telling you that they like what you are doing, so when creating more content, do more of what is performing well.

Tip #3: Keep Your Customer Persona In Mind

I have mentioned your audience a few times now, but it is because you want to focus your efforts on getting their attention. Know where they spend their time, what catches their eye.

What do they use the social network for? To make friends? To be informed? Entertainment? What are they trying to learn?

Remember you are creating content that they want to see, not what you want to put out. According to Hubspot, 80% of content should be dedicated to audience content, and 20% for brand promotion. It is a good rule of thumb when creating your content calendar.

Tip #4: What Are Your Goals?

Finally, take your business goals into consideration. Are you trying to boost website traffic? Consider putting out posts that have a clickable link to your website.

If your goal is to increase engagement, consider doing video content where you talk to your audience. Video content on social media generates 12X more shares than text and image (WordSteam).

Do you want to increase sign ups for your event? Consider creating content on promoting it.

Keeping your goals in mind will help determine what content you should put out there.


Creating a content calendar is a fun, but strategic task. As you continue to post, you will be able to refine your social media content plan. There are multiple platforms out there that your company can use to schedule your content. Hootsuite allows companies to try out their services with their 30 day free trial. Now all that is left is to start. Happy Posting!