Start with intent
Choose what the brand needs to communicate this week. A launch calls for a different sequence than a relationship campaign. Write one intent per piece of content and define the next action you expect from the audience.
- Theme: the subject of the post
- Goal: why this content exists
- Next step: what the audience can do
Respect production
List what is ready and what still depends on copy, art, video or approval. Spread out formats according to real production capacity. Leave room to adjust the agenda and avoid filling the calendar just to occupy dates.
Give the post context
Before scheduling, confirm brand, network, copy, media, link, alt text and time zone. Ask another person to review when the content includes commercial information that may change.
- Does the message make sense on this network?
- Do the links lead to the right destination?
- Are the media and the copy approved?
Close the cycle
At the end of the week, check the status of the posts and look at the results available. Record one learning and one test for the next calendar. Compare consistent periods and avoid turning the result of a single post into a rule.
