Content Calendar
Framework
IRON LAW: Higher Posting Frequency Without Content-Channel Fit REDUCES Engagement Per Post
Agents default to "post more often" when building content calendars. But
publishing frequency only improves reach when content format matches
platform consumption patterns. Posting a LinkedIn thought-leadership
article to Instagram Reels, or pushing daily content when you only have
2 good ideas per week, dilutes engagement rate and trains the algorithm
to suppress your content. Test content-channel fit on 5 posts BEFORE
committing to a cadence.
Content Pillars (3-5 Themes)
Define 3-5 recurring themes that align with business goals:
| Pillar |
Purpose |
Content Ratio |
Example |
| Educational |
Establish expertise, attract search traffic |
40% |
How-to guides, tutorials, tips |
| Promotional |
Drive sales and conversions |
20% |
Product features, offers, launches |
| Engagement |
Build community and interaction |
20% |
Polls, questions, UGC, memes |
| Brand Story |
Build trust and personality |
10% |
Behind-scenes, team stories, values |
| Curated |
Add value without creating from scratch |
10% |
Industry news, partner content |
Planning Process
Monthly Planning (first week of prior month)
- Review prior month's performance (top 3 posts, worst 3 posts, overall metrics)
- Align with business calendar: launches, promotions, events
- Map to content pillars: ensure balanced distribution
- Assign to team: writer, designer, reviewer
- Set publishing dates and platforms
Weekly Check-in
- Review upcoming week's content: is it ready? Approved?
- Adjust based on trending topics or urgent news
- Repurpose top-performing content from prior week
Content Repurposing Strategy
One Core Piece (e.g., blog post)
├── → Instagram carousel (key points)
├── → LinkedIn post (professional angle)
├── → X thread (bite-sized insights)
├── → YouTube short / Reel (visual summary)
├── → Email newsletter (curated highlight)
└── → LINE message (key takeaway + link)
Calendar Template Structure
| Date |
Platform |
Pillar |
Topic |
Format |
Copy Status |
Visual Status |
Publish Time |
| Mon 4/7 |
IG |
Educational |
"5 tips for..." |
Carousel |
Draft |
In design |
12:00 |
| Tue 4/8 |
LinkedIn |
Brand |
Team spotlight |
Photo + text |
Approved |
Ready |
09:00 |
Seasonal & Event Planning (Taiwan)
| Month |
Events/Holidays |
Content Opportunities |
| Jan |
New Year |
Year-in-review, goals |
| Feb |
Lunar New Year (春節) |
Holiday greetings, lucky draw |
| Mar |
White Day, 婦女節 |
Gift guides, women's stories |
| Apr |
兒童節, Tomb Sweeping |
Family content, spring themes |
| May |
Mother's Day |
Gift promotions, mother stories |
| Jun |
Dragon Boat, 畢業季 |
Graduation offers, summer prep |
| Jul-Aug |
Summer sales |
Summer campaigns, travel content |
| Sep |
Moon Festival (中秋) |
Mooncake season, gifting |
| Oct |
雙十節 |
National pride, promotions |
| Nov |
11.11, Black Friday |
Major sales events |
| Dec |
Christmas, year-end |
Gift guides, year-end review |
Output Format
# Content Calendar: {Brand} — {Month}
## Monthly Theme
{Overarching theme or campaign}
## Content Plan
| Week | Mon | Tue | Wed | Thu | Fri |
|------|-----|-----|-----|-----|-----|
| W1 | {IG: topic} | {LI: topic} | — | {FB: topic} | {IG: topic} |
| W2 | ... | ... | ... | ... | ... |
## Content Details
| # | Date | Platform | Pillar | Topic | Format | Owner | Status |
|---|------|----------|--------|-------|--------|-------|--------|
| 1 | {date} | {platform} | {pillar} | {topic} | {format} | {name} | Draft/Review/Ready |
## KPIs for the Month
| Metric | Target | Prior Month |
|--------|--------|------------|
| Total posts | {N} | {N} |
| Engagement rate | {%} | {%} |
| Follower growth | +{N} | +{N} |
| Traffic from social | {N visits} | {N} |
Gotchas
- Consistency > virality: Posting 3x/week for 6 months beats one viral post. Algorithms reward consistency.
- Don't create content for every platform: Better to do 2 platforms well than 5 poorly. Choose based on where your audience actually is.
- Batch production saves time: Create a week's content in one session rather than daily. Batch writing, batch design, batch scheduling.
- Leave room for real-time content: 80% planned, 20% reactive. Trending topics and current events can't be planned a month in advance.
- Measure what matters: Likes are vanity. Track: saves (content value), shares (reach), clicks (action), and DMs/comments (engagement depth).
References
- For social copywriting per platform, see the pr-social-copywriting skill
- For content performance analytics, see
references/content-analytics.md
1---2name: mkt-content-calendar3description: "Build and manage content calendars for multi-platform content marketing including editorial planning, content type allocation, and team workflow. Use this skill when the user needs to plan content across channels, coordinate a content team, maintain publishing consistency, or align content with business goals — even if they say 'we post randomly', 'plan our content for next month', 'content strategy', or 'what should we post this week'.".4---56# Content Calendar78## Framework910```11IRON LAW: Higher Posting Frequency Without Content-Channel Fit REDUCES Engagement Per Post1213Agents default to "post more often" when building content calendars. But14publishing frequency only improves reach when content format matches15platform consumption patterns. Posting a LinkedIn thought-leadership16article to Instagram Reels, or pushing daily content when you only have172 good ideas per week, dilutes engagement rate and trains the algorithm18to suppress your content. Test content-channel fit on 5 posts BEFORE19committing to a cadence.20```2122### Content Pillars (3-5 Themes)2324Define 3-5 recurring themes that align with business goals:2526| Pillar | Purpose | Content Ratio | Example |27|--------|---------|-------------|---------|28| **Educational** | Establish expertise, attract search traffic | 40% | How-to guides, tutorials, tips |29| **Promotional** | Drive sales and conversions | 20% | Product features, offers, launches |30| **Engagement** | Build community and interaction | 20% | Polls, questions, UGC, memes |31| **Brand Story** | Build trust and personality | 10% | Behind-scenes, team stories, values |32| **Curated** | Add value without creating from scratch | 10% | Industry news, partner content |3334### Planning Process3536**Monthly Planning (first week of prior month)**371. Review prior month's performance (top 3 posts, worst 3 posts, overall metrics)382. Align with business calendar: launches, promotions, events393. Map to content pillars: ensure balanced distribution404. Assign to team: writer, designer, reviewer415. Set publishing dates and platforms4243**Weekly Check-in**44- Review upcoming week's content: is it ready? Approved?45- Adjust based on trending topics or urgent news46- Repurpose top-performing content from prior week4748### Content Repurposing Strategy4950```51One Core Piece (e.g., blog post)52├── → Instagram carousel (key points)53├── → LinkedIn post (professional angle)54├── → X thread (bite-sized insights)55├── → YouTube short / Reel (visual summary)56├── → Email newsletter (curated highlight)57└── → LINE message (key takeaway + link)58```5960### Calendar Template Structure6162| Date | Platform | Pillar | Topic | Format | Copy Status | Visual Status | Publish Time |63|------|----------|--------|-------|--------|------------|--------------|-------------|64| Mon 4/7 | IG | Educational | "5 tips for..." | Carousel | Draft | In design | 12:00 |65| Tue 4/8 | LinkedIn | Brand | Team spotlight | Photo + text | Approved | Ready | 09:00 |6667### Seasonal & Event Planning (Taiwan)6869| Month | Events/Holidays | Content Opportunities |70|-------|----------------|---------------------|71| Jan | New Year | Year-in-review, goals |72| Feb | Lunar New Year (春節) | Holiday greetings, lucky draw |73| Mar | White Day, 婦女節 | Gift guides, women's stories |74| Apr | 兒童節, Tomb Sweeping | Family content, spring themes |75| May | Mother's Day | Gift promotions, mother stories |76| Jun | Dragon Boat, 畢業季 | Graduation offers, summer prep |77| Jul-Aug | Summer sales | Summer campaigns, travel content |78| Sep | Moon Festival (中秋) | Mooncake season, gifting |79| Oct | 雙十節 | National pride, promotions |80| Nov | 11.11, Black Friday | Major sales events |81| Dec | Christmas, year-end | Gift guides, year-end review |8283## Output Format8485```markdown86# Content Calendar: {Brand} — {Month}8788## Monthly Theme89{Overarching theme or campaign}9091## Content Plan92| Week | Mon | Tue | Wed | Thu | Fri |93|------|-----|-----|-----|-----|-----|94| W1 | {IG: topic} | {LI: topic} | — | {FB: topic} | {IG: topic} |95| W2 | ... | ... | ... | ... | ... |9697## Content Details98| # | Date | Platform | Pillar | Topic | Format | Owner | Status |99|---|------|----------|--------|-------|--------|-------|--------|100| 1 | {date} | {platform} | {pillar} | {topic} | {format} | {name} | Draft/Review/Ready |101102## KPIs for the Month103| Metric | Target | Prior Month |104|--------|--------|------------|105| Total posts | {N} | {N} |106| Engagement rate | {%} | {%} |107| Follower growth | +{N} | +{N} |108| Traffic from social | {N visits} | {N} |109```110111## Gotchas112113- **Consistency > virality**: Posting 3x/week for 6 months beats one viral post. Algorithms reward consistency.114- **Don't create content for every platform**: Better to do 2 platforms well than 5 poorly. Choose based on where your audience actually is.115- **Batch production saves time**: Create a week's content in one session rather than daily. Batch writing, batch design, batch scheduling.116- **Leave room for real-time content**: 80% planned, 20% reactive. Trending topics and current events can't be planned a month in advance.117- **Measure what matters**: Likes are vanity. Track: saves (content value), shares (reach), clicks (action), and DMs/comments (engagement depth).118119## References120121- For social copywriting per platform, see the pr-social-copywriting skill122- For content performance analytics, see `references/content-analytics.md`
charlieviettq