What goes in it
| Column | Example |
|---|---|
| Date and platform | Tuesday, Instagram |
| Format | Reel, carousel, Story or post |
| Topic and pillar | Spring AC tune-up, education |
| Caption and call to action | Book before the heat hits |
| Owner and status | Shot by staff, edited, approved |
Why use one
- Posting stays steady during busy weeks.
- You plan offers and seasons before they arrive.
- Approvals happen early instead of at the last minute.
- You see the balance of topics at a glance.
How to build it
- DatesMark holidays, seasons, offers and events.
- PillarsSpread your main themes across the weeks.
- AssetsList the photos and videos each post needs.
- ScheduleLoad approved posts into a scheduler.
Meta Business Suite lets you plan and schedule Facebook and Instagram posts in one place. A shared spreadsheet works too.
Leave room for real moments
Plan about three quarters of posts and keep the rest open. A great job photo, a local event or a customer shout-out often beats anything planned.
Good example. An HVAC company plans AC content in spring and heating content in fall, with room for real job videos each week.
Bad example. An HVAC company decides what to post each morning. Weeks pass with nothing, and seasonal offers come too late.
Read how to plan around holidays and events. Our social media marketing sends a monthly calendar for approval.