The Social Media Content material Calendar Template Each Marketer Wants [Free Template]

Have you ever been on a time crunch to create social media content material?

social media marketer using hubspot's social media content calendar

Most of us have and it is a irritating place to be in. Creating content material within the second it must be printed is lower than splendid for extra causes than you might notice. Not solely is your content material much less prone to meet the wants of your viewers, however you will additionally miss out on the inventive social matters and occasions that may be deliberate for upfront.

On this information, you will get the perfect social media content material calendar template and a step-by-step information explaining tips on how to use it.

→ Free Download: Social Media Calendar Template [Access Now]

HubSpot's social media calendar template pictured in an ipad

Use the Above Template to Plan Out Your Social Media Vacation Posts

Why do I would like a social media calendar?

Creating an excellent content material calendar is not so simple as including a couple of Instagram put up concepts to your Google calendar. Let’s take at the advantages of getting a social media calendar.

1. Higher Group

Having a content material calendar retains you and your staff organized, which is crucial when managing a number of social media channels.

Relatively than arising with content material concepts on the fly, you possibly can plan your content material round your group’s wants. It will possibly additionally present extra time for creating content material about trending matters and upcoming holidays and occasions. For example, if your organization has a giant occasion arising, a content material calendar will show you how to strategize tips on how to put it on the market upfront.

social media content calendar example: INBOUND event social media post on Twitter

Better of all, a social media calendar retains everybody in your staff knowledgeable on when content material is being printed. This may assist keep away from potential miscommunication and confusion down the highway.

2. Simpler Scalability

One other profit to having a social media calendar is that it will possibly show you how to scale your content material manufacturing with out overwhelming your advertising and marketing staff.

You may tempo the manufacturing round your staff’s bandwidth and different duties your division is accountable for by planning the content material upfront.

As you scale, ensure you monitor put up analytics to see how your content material is performing. Whereas there is no magic quantity for when or how usually you must put up on social media, maintaining a tally of efficiency will show you how to and your staff decide what content material engages your viewers essentially the most.

3. Greater High quality Content material

Lastly, utilizing a social media calendar ensures that your staff has loads of time to do their finest work.

Planning your posts upfront permits time to double examine your work and guarantee there aren’t any typos or errors. It additionally allows your staff to create a cohesive and constant model picture as a result of you will have extra time to strategize and work on precious campaigns.

Perfecting your social media content material calendar does not must be a chore. With these important elements, you will have a basis to prepare your social media technique at a tactical stage.


As you observed in earlier sections, your stakeholders will respect having an easy-to-read key that they’ll use to know the knowledge within the calendar.

social media content calendar key

So long as your key’s clear, nearly anybody in your group can view your social media content material calendar and perceive precisely what’s occurring on all platforms.

URLs and UTM Parameters

URLs and UTM parameters are related, however they are not one and the identical. URLs are the hyperlinks you will need to share out of your web site (and even one other web site if you’re curating content material) in your social media platforms.

Column for inserting URLs and UTM parameters in social media content calendar

Alternatively, a UTM parameter is an extension of your URL. It is a string of monitoring code that is appended to the tip of the URL and it helps social media entrepreneurs monitor how nicely their posts are driving visitors to their web site. By monitoring and analyzing UTM parameters, you’ll see what content material is assembly your conversion targets and what content material is best for engagement on social media platforms.

Date and Time

When you have stakeholders or different groups that depend on your social media content material, you will rapidly see the good thing about together with dates and instances in your social media calendar.

columns for day, date, and time in a social media content calendar

When teammates can view the calendar and establish precisely when a put up was or will likely be scheduled, they’re going to be capable of rapidly proceed with their workflow which is helpful for you, too. Meaning you will not be interrupted to offer standing updates about each Tweet on the docket for the day.


Transparency and context are invaluable with regards to social media content material calendars. Giving a short synopsis of the message and even sharing the caption for a put up can go a good distance in serving to others inside and out of doors your staff perceive what the intent of the put up will likely be.

column in content calendar for writing social media captions

Professional tip: In the event you’re including a video to your social media content material calendar that is not completed, take into account including a brief Loom video that provides an outline of what the video will likely be about.

Marketing campaign

Relating to monitoring, it is too late to start out when the marketing campaign is over. Begin monitoring your social media campaigns in your content material calendar. You may make this prescriptive by having a dropdown checklist of predetermined marketing campaign names, or in case your campaigns are few and much between, merely copy and paste the names subsequent to the corresponding content material.

Professional tip: Align your marketing campaign identify with the marketing campaign part of your UTM parameter for seamless monitoring.

column in social media calendar for tracking campaigns


Your social media content material calendar will change into simply one other spreadsheet with out some imagery. Since a lot of your social media content material will in all probability be visible, add a thumbnail-sized model of the picture that will likely be included within the printed put up. Coupled with the message, stakeholders who view the calendar pictures can have a fairly good concept of what’s going to be shared and when.

column in content calendar for inserting images that will be included in social media posts

To make modifying your pictures for every platform simpler, take a look at this cheat sheet for splendid picture dimensions on every platform.

Step 1: Determine your targets.

Step one you need to take to construct your social media content material calendar is to establish your targets. These will decide how usually you put up, who ought to be concerned within the content material creation course of, and which channels you will need to use.

In the event you’re unsure the place to start out with establishing your social media targets, we cowl that right here.

Step 2: Align your staff.

Along with your targets etched in stone, it is time to align your staff towards these targets. Social media content material creation is a tall order, particularly for lean advertising and marketing groups, so do not quick your self on sources — particularly expertise.

One factor we all know to be true right now is that video content material is taking on nearly each main social platform. Meaning you will need to have on-camera expertise devoted to producing video content material to satisfy the wants of your social media calendar.

In the event you can, discover a content material creator who’s well-versed in short-form written content material, video content material, and audio content material to maintain your content material manufacturing transferring rapidly and forestall bottlenecks.

Step 3: Take into account variety, fairness, inclusion, and belonging.

Range, fairness, inclusion, and belonging are matters to think about when creating your social calendar. You may need to make sure that your content material displays and respects the values and experiences of your viewers. Furthermore, the faces, voices, and tales you share on social networks ought to be consultant of your viewers and the bigger group the place your enterprise operates.

This is not one thing that may occur by chance, so you will need to plan for variety and inclusion as you develop your content material calendar. If you would like some steerage on creating numerous and inclusive content material, take a look at our authentic analysis on the subject.

Step 4: Determine what social channels you will use.

Each social channel is completely different and the content material you put up on every one ought to attraction to the format of the platform and the customers who use it.

In the event you’re a seasoned marketer or have a big staff, you might discover that utilizing all the in style channels and even experimenting with a brand new one could possibly be useful to the targets you set in the first step. Nevertheless, when you’re a staff of 1, or your staff is already stretched skinny, it is OK to start out with a couple of social channels and work your means as much as extra.

Step 5: Decide your publishing cadence.

Just like beginning small and dealing your technique to extra social channels, the identical applies to your publishing cadence. It isn’t unusual for manufacturers to put up each day on platforms like Twitter whereas posting as soon as per week on LinkedIn could also be greater than sufficient to maintain that viewers engaged.

Check out the analysis for every social media platform you propose to make use of to get a way of the posting cadence finest practices. Then, examine that to the bandwidth in your staff and the targets you need to obtain. Bear in mind: the aim of a social media calendar is to create and publish a sustainable stream of content material to your viewers — it is a marathon not a race.

Step 6: Arrange UTM monitoring.

One of the crucial necessary components of a social media calendar is definitely the half you do not see — analytics and monitoring. The best technique to monitor how your social media content material is performing is to make use of UTM parameters to trace it. “UTM” feels like a scary acronym, however they’re easy to arrange and use.

As soon as you’ve got obtained them in place for every hyperlink in your social media posts, you possibly can evaluate the metrics of your social media content material.

Step 7: Create an evaluation tracker in your calendar.

For stakeholders who need to keep abreast of how nicely your social media content material is, create a tab that exhibits clicks, views, engagements, and different metrics you propose to trace to deem your content material successful. Monitoring analytics might be as easy or detailed as your staff prefers.

For a full checklist of metrics to trace and instruments to do it, check out this yr’s Final Information to Social Media Analytics.

Social Media Content material Calendar

If you do not have time to create your social media content material calendar from scratch, begin with HubSpot’s free social media content material calendar template.

The calendar has every little thing it’s good to plan your social media content material, coordinate campaigns, develop attain and engagement, scale posting schedule, and increase productiveness. Obtain it now, and observe together with the steps beneath.

Featured Useful resource: Social Media Content material Calendar Template

HubSpot's Social Media Content Calendar Template

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Learn how to Use HubSpot’s Social Media Content material Calendar Template

The next subsections will present you tips on how to fill out every of the tabs you see on this template — Twitter, Fb, LinkedIn, Instagram, and Pinterest.

Step 1: Evaluation the Month-to-month Planning Calendar tab.

The tab Month-to-month Planning Calendar supplies an total snapshot of your month-to-month social media campaigns. It will show you how to coordinate with different stakeholders and maintain all of the transferring components so as. Here is what it appears to be like like:

social media holiday calendar template

There are three sections to pay attention to if you edit this template. First, the color-coding key. Every coloration represents a sort of content material or marketing campaign you may coordinate, like ebooks, webinars, weblog posts, product launches, and so forth. Although solely a few of these may be related to you, they’re just the start of what you might need to embody right here — so you should definitely add and take away classes that align with your individual varieties of content material.

The opposite two sections you will must edit are the Month and Yr on the prime of the calendar, in addition to the cells beneath every day of the week. In these cells, you must enter the kind of content material you will be selling that day and color-code it to align with the marketing campaign it is supporting.

As a substitute of deleting all of the content material on this spreadsheet every month, I like to recommend copying this worksheet twelve instances over and making a separate sheet for every month. (If that will get to be too overwhelming, you possibly can at all times save these tabs as a separate workbook.)

Step 2: Populate your first social channel within the calendar.

Alright, now let’s get to the social media content material a part of the calendar. For the sake of this weblog put up, we’ll use Twitter for example, however these steps will work for every social channel tab within the template.

As an example you need to add some tweets to your scheduling template. Scroll over to the Twitter Updates tab within the content material calendar spreadsheet, the place you will see this:

HubSpot social media content calendar for twitter

Day, Date & Time

The primary 4 columns, Day, Date, Time, and Date & Time are there on your comfort, and when you select to make use of a third-party app for pre-scheduling your tweets (like HubSpot’s Social Media Administration Software program), then these columns will likely be helpful. For now, simply fill within the date for if you’ll publish updates to Twitter, and the time at which you would like them to exit. The Date & Time column will routinely change based mostly on what you kind within the earlier two columns.


Now, let’s transfer over to the Message column. Right here, enter the copy you would like to look in your tweet, taking into consideration you must cap it at 217 characters to permit sufficient room for a hyperlink. (Learn this weblog put up for a full character depend information.) This spreadsheet will auto-calculate the variety of characters you’ve got entered to maintain you on level, turning yellow and ultimately pink as you method 240 characters.


After you’ve got composed your tweet, paste the URL you would like to incorporate in your tweet within the Hyperlink column. Remember to embody UTM parameters so you will know whether or not these tweets are driving visitors, leads, and clients. This is a crucial step to recollect if you would like to display ROI from social media. It’s also possible to use the Marketing campaign column so as to add an related marketing campaign which helps with extra detailed monitoring and reporting.


Lastly, within the Picture column, connect the tweet’s picture (in case you have one). For Twitter, we suggest pictures which might be 1200 x 670 pixels.

(Click on right here for a full cheat sheet of social media picture sizes.)

In the event you’re having bother attaching your picture to the spreadsheet, observe these steps:

Step 1: Click on on the cell the place you would like to position your picture.

How to add an image to an excel cell, step 1 click insert

Step 2: Click on Insert within the prime row, then click on the Picture button, and eventually, click on Picture in cell to decide on your picture.How to add an image to an excel cell, step 2 click image and image in cell

Step 3: Within the Insert picture window, select the choice your picture will come from. On this instance, we uploaded a picture from our laptop.

How to add an image to an excel cell, step 3 upload the image

Step 4: You may now see the picture seem within the cell.How to add an image to an excel cell, step 4 final step, image appears

Professional Tip: This course of is only for organizational functions. In the event you determine to add the spreadsheet to your social media publishing software program, it won’t connect — you will have to do this manually. In the event you’re a HubSpot buyer, particulars for tips on how to bulk add your Twitter content material to the HubSpot Social Publishing Software might be discovered throughout the downloaded template.

Do not Overlook to Work together With Your Followers

Whether or not you utilize this spreadsheet to plan your content material or add it to a third-party app, you will nonetheless must complement these updates with on-the-fly content material. Breaking information hits? Whip up a fast replace to share it along with your community. Did somebody in your community tweet one thing fascinating? Give it a retweet with some commentary. Bought a captivating touch upon one in every of your updates? Reply with a “thanks” for his or her interplay.

Developing with and scheduling your social media content material upfront is a large time-saver, nevertheless it ought to go with out saying that you just nonetheless want to observe and add to your social presence all through the day.

Lastly, we encourage you to experiment along with your social media publishing. This template supplies publishing dates and instances for every social community, however you might discover these are means too many updates so that you can fill, or maybe too rare on your booming social presence. If so, you must modify your social media publishing frequency as wanted.

Now that you have the ins and outs of a social media content material calendar, obtain the one beneath totally free and begin planning your content material.

Editor’s be aware: This put up was initially printed in January 2020 and has been up to date for comprehensiveness.

social media content calendar

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