How To Build A Content Calendar

You ever feel like you're in a never-ending cycle of either not knowing what to post on social media or...surprised that you completely forgot about it this week?

With an editorial content calendar, you can chart your content weeks and months in advance and visually see your content strategy in action.

Maybe you're like most municipal governments, nonprofits, and small businesses and have no idea what type of content you need to post or which channel you should use.

Building a content calendar helps you and your team to display these content channels, categorize campaigns, and assign content to various team members.

It has the accidental effect of forcing you to look at content strategy.

The following video is an on-screen presentation on content marketing, goals of a content calendar, and various in-site examples of content calendars.

How to Build a Content Calendar: For Any Organization Producing Any Content

Here are the SlideShare slides from the video just above. 

Before you start tossing in 30 curated articles from Feedly in your calendar...

It's easy to get in the habit of sharing other people's content and thinking you're doing something on social media. Your content needs to resonate with your audience and it needs to be authentic.

Have a meet up with your team about why you're doing social media, why you're blogging on Medium and providing answers on Quorawhy you're making videos on YouTube.

It's all about content marketing strategy.

  1. Define your goals. What's your overall marketing goal? When do you want to get to that goal? How many hours a week can you dedicate to the goal? How many staff members? What's your biggest marketing challenge so far?
  2. Nail down your audience. If you're an animal shelter with a dedicated Facebook legion of 30-55-year-old females, publishing content on Snapchat might not be the best content channel for you.
  3. What's worked in the past? Take a look at your Google AnalyticsFacebook Insights, etc., for popular trends, times, and to see what types of content and content channels work best.

After all of that, then decide on the types of content going on your calendar. Here's a very thoughtful graphic from's article on content strategy:

There's no one-size-fits-all content calendar. But if you're a small local government, nonprofit, or business (or even a crazy solopreneur), crafting a strategy about your content marketing and deploying it using a content calendar is a helpful way to stay organized and save time.

If you're looking for the definitive list for content calendar templates, Mitchell Hall beat everyone to it: Content Marketing Editorial Calendar Templates: The Ultimate Guide. He did a great job of avoiding any of the paid options out there. If you are interested in that, though, just Google "content calendar" and solely look at the ads at the top.

Article & Video & Presentation Notes:

[1] Search Engine Land - "Content Marketing Works" -

[2] Curata - "The Content Marketing Pyramid: How to Generate More with Less" -

[3] Content Marketing Institute - "Here’s Why Your Content Marketing Strategy is Totally Failing" by Neil Patel -

[4] Neil Patel - "Everything You Need To Know About Off-Page Seo" -

[5] Yoast - "The importance of quality content for SEO" by Marieke van Rakt -

[6] Moz - "All Content is Not Created Equal: Comparing Results Across 15 Verticals" by Kerry Jones -

[7] Business Insider - "Omnichannel Strategy Bundle: Your guide to engaging with shoppers on multiple channels" -

[8] Convince & Convert - "How to Build a Content Calendar (Plus a Free Template)" by Jamie Griffiths -

[9] Curata - "Content Marketing Editorial Calendar Templates: The Ultimate List" by Mitchell Hall -

[10] Hubspot - "The Social Media Content Calendar Template Every Marketer Needs [Free Template]" by Linsday Kolowich -

[11] CoSchedule -

[12] Airtable -

[13] A List Apart - "The Discipline of Content Strategy" by Kristina Halvorson -

[14] Neil Patel - "What is Content Marketing" -

[15] Wikipedia -

[16] Hubspot - "How to Plan a Content Marketing Strategy: A Start-to-Finish Guide" by Justin McGill -

[17] - "Content Strategy Basics" -