How to Build a Content Calendar You’ll Actually Use

 

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Podcast Episode 348 - How to Build a Content Calendar You’ll Actually Use

Intro:
Hey there, friends! Welcome back to The Lora Shipman Show! I’m your host, Lora, and if you’ve ever started the week thinking, “What on earth am I going to post on social media?” this episode is for you! Today, we’re talking all about how to build a content calendar you’ll actually use—one that keeps you organized, aligns with your goals, and helps you stay consistent. Whether you’re new to planning or you’ve struggled to stick with a system, I’ve got you covered. Episode 348 starts right now!

 

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Segment 1: Why You Need a Content Calendar

Let’s start with the why. A content calendar is like a roadmap for your social media. It:

• Helps you stay consistent.

• Aligns your content with your business goals.

• Saves time by reducing daily guesswork.

• Keeps you accountable.

I used to struggle with consistency until I started using a content calendar. Once I had a system, I felt more organized, my reach improved, and creating content became fun instead of stressful.

 

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Segment 2: Start with Your Content Pillars

Content pillars are the foundation of your calendar. They’re the main themes that represent your brand and keep your messaging cohesive. 

If your’re not sure how to come up with content pillars, this may help get the creative juices flowing: 

• Ask yourself the question: What do I want to be known for. Write as many things as you can think of that really align with your business and business goals

• Think about your expertise and what your audience needs. For example, if you’re a fitness coach, your pillars might be workouts, nutrition, mindset, and client success stories.

• Think about your favorite customer or client. Who are they, how do you help them and why are they your favorite.

• Now that you have all of these various ideas about content pillars, keep it simple. Pick 3-5 pillars or main topics that you align with your brand and business. 

Here are mine:

1. Social Media Management Services I Provide.

2. Organizing and Streamlining Social Media.

3. Creating Content That Gets Noticed.

4. Productivity Hacks

Once you’ve nailed your pillars, brainstorm topics for each one. For example, under “Creating Content That Gets Noticed,” I might include tips on writing captions, designing graphics, or using trending audio.

When you go to do this exercise, make the outcome a living document. Here’s what mean. Keep your content pillars somewhere handy. It could be a doc on Google Drive, A Trello Board, a Notion Template, or even a note on your phone’s notetaking app. Here’s why. You never know when inspiration will hit you! If your content pillars are easily accessible, you can add ideas on the fly, making sure you never run out of ideas in the future.

The reason why I love content pillars so much is because it keeps the messaging for your business organized and consistent. Without content pillars, you tend to just talk about anything and hope it sticks and makes sense. 

 

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Segment 3: Plan for Promotions and Launches

Your content calendar should align with your business goals, especially for product launches or sales. Here’s how to plan:

1. Mark Key Dates: Add launches, holidays, and sales events to your calendar first.

2. Work Backwards: Create content that builds anticipation. For example, if you’re launching a course, you might share behind-the-scenes content, testimonials, and countdown posts leading up to the big day.

3. Mix in Regular Content: Don’t make every post a sales post. Balance promotional content with value-driven content from your pillars.

 

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Segment 4: Tools for Building Your Calendar

There’s no one-size-fits-all approach. Here are some tools to consider, depending on your needs:

1. Google Sheets: Perfect for beginners. Create columns for date, platform, content type, and caption.

2. Trello or Asana: Great for visual planners. Use boards or tasks to organize posts by week or month.

3. Notion: Highly customizable for managing both planning and brainstorming in one place.

4. Canva Content Planner: Ideal if you’re already designing your posts in Canva. It lets you schedule and publish directly.

Pro Tip: Start simple. You can always upgrade your system as you go.

 

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Segment 5: How to Stick with Your Calendar

Here’s where many people struggle: using the calendar consistently. Here’s how to make it work:

1. Batch Your Content: Dedicate time weekly or monthly to create posts in advance.

2. Set Realistic Goals: If posting daily feels overwhelming, start with 3-4 times per week.

3. Review and Adjust: Schedule time to review your analytics and tweak your strategy based on what’s working.

For me, batching content is a lifesaver. It’s so much easier to dedicate a couple of hours to creating posts than to scramble daily.

 

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Segment 6: Bonus Tips for a Winning Calendar

• Include Engagement: Plan time to respond to comments and interact with your audience.

• Repurpose Content: Don’t reinvent the wheel. Turn a blog post into a carousel or a live video into multiple reels.

• Leave Flexibility: Your calendar isn’t set in stone. Leave room for spontaneity or trending topics.

 

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Outro:

That’s it for today’s episode, friends! A content calendar isn’t just a planning tool—it’s a game-changer for your business. By creating a system that works for you, you’ll save time, stay consistent, and see better results.

Weekly Challenge:
This week, start your content calendar by defining your content pillars and brainstorming 5-10 topics for each. 

ChatGPT Prompt:
"ChatGPT, help me create a simple content calendar for my business [give context, details, and information about your business here and the results you want to get from your content. Include information about the content pillars you intend to use]. Include columns for date, content pillar, platform, and caption ideas." 

Thanks for tuning in to The Lora Shipman Show! Don’t forget to subscribe, leave a review, and share this episode with someone who’s ready to get organized. Until next time, happy planning!