Content Marketing
Email Marketing for Small Business: A Practical Guide
A practical email marketing guide for small businesses: what email marketing is, how to choose a platform, build a list, what it costs and what to send.
What is a content calendar? It's a schedule that shows what content you'll publish, on which channel, on which date, and who is responsible for it. A content calendar covers social media posts, blog articles, emails and videos in one place, so you can plan ahead, keep a steady rhythm and line content up with launches, seasons and events instead of scrambling each morning for something to post.
Why use a content calendar?
- Consistency: you post regularly instead of in bursts
- Quality: you have time to write, design and check content properly
- Balance: you can see the mix of tips, stories, offers and news at a glance
- Timing: content lines up with launches, holidays, local events and busy seasons
- Teamwork: everyone knows what's due, who's doing it and what's approved
What should a content calendar include?
A useful content planning calendar has one row per piece of content and these columns:
- Publish date and time
- Channel (Facebook, Instagram, LinkedIn, blog, email)
- Topic or headline
- Content type (photo, Reel, carousel, article, newsletter)
- Goal (awareness, engagement, enquiries, sales)
- Caption or copy, with links
- Image or video file
- Owner and status (idea, draft, approved, scheduled, published)
What does a social media content calendar look like?
Here's a simple content calendar sample for one week of a social media content calendar for a local business:
| Date | Channel | Topic | Type | Goal | Status |
|---|---|---|---|---|---|
| Mon | Answer to a common customer question | Photo and caption | Trust | Approved | |
| Wed | Behind the scenes of a finished job | Reel | Engagement | Draft | |
| Thu | Blog | How-to article on a seasonal topic | Article | Search traffic | Writing |
| Fri | Facebook and Instagram | This month's offer | Carousel | Enquiries | Idea |
How do you create a content calendar?
- Set your goals. Decide what content should achieve: enquiries, bookings, awareness or trust.
- Choose your channels. Start with one or two you can keep up, not every platform.
- Decide how often to post. A realistic rhythm beats an ambitious one you drop.
- Mark key dates. Add holidays, local events, launches, school terms and your busy seasons.
- Choose content themes. For example: tips on Monday, stories on Wednesday, offers on Friday.
- Fill a month at a time. Plan topics, then create content in batches.
- Review monthly. Check what performed well and plan more of it.
How do you plan a social media content calendar?
To plan a social content calendar, start with what customers ask and what's happening in your business and town. One customer story can become an Instagram carousel, a Facebook post, a short video and an email item, each with its own caption. Leave a few gaps for timely posts, such as weather, local news or a last-minute offer, so the calendar doesn't make you rigid.
How do you make a content calendar in Google Sheets or Excel?
A spreadsheet works well for most small businesses. To make a content calendar template in Google Sheets or Excel:
- Create the columns listed above in the first row
- Add a drop-down list for channel and status, so entries stay consistent
- Use colour for each channel or content theme
- Add a tab for each month, or one long sheet you can filter by date
- Share it with your team so everyone works from the same version
Google Sheets is easier for sharing; Excel suits teams already on Microsoft 365. Scheduling tools such as Meta Business Suite then publish the posts you've planned.
What we see when regional businesses plan their content
Most businesses we talk to aren't short of things to say. They're short of time, so content gets posted when someone remembers and then stops during busy weeks. A simple monthly calendar, filled in one sitting, usually fixes that. In regional towns, local events, harvest seasons, school holidays and sporting fixtures give plenty of timely topics.
When we manage social media for clients, we plan the month's posts in advance and clients approve them before they're scheduled. Our social media management plans start from $1,500 + GST a month, our content marketing team plans articles and emails alongside social posts, and our blog writing service fills the blog slots.
Frequently asked questions
What is a content marketing calendar?
A content marketing calendar plans all your content across channels, such as blog articles, emails, social posts and videos, around your marketing goals and campaigns. A social media content calendar is the social media part of it.
How far ahead should a content calendar be planned?
A month ahead is realistic for most small businesses, with key dates marked for the whole year. Larger campaigns may need planning a quarter ahead.
What tools can I use for a content calendar?
A spreadsheet in Google Sheets or Excel is enough for most small businesses. Project tools like Trello, Asana or Notion suit bigger teams, and Meta Business Suite schedules Facebook and Instagram posts.
How often should I post?
Post as often as you can keep up with good content. For most small businesses, a few quality posts a week on one main platform is a sustainable start.
Should every post be planned in the calendar?
Most should, but leave room for timely posts. A calendar keeps you consistent; it shouldn't stop you from reacting to news or a great moment.
Want help filling your content calendar? Contact Rock Solid Marketing to talk about content for your business.
