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Module 3.2

Content Calendar & Formats

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1 hour

Session Objectives

By the end of this session, you will be able to:

  • ✅ Create a strategic two-week content calendar
  • ✅ Determine optimal posting frequency per platform
  • ✅ Plan content mix across multiple formats

Content Calendar: Why You Need One

  • Consistency: Regular posting builds audience trust
  • Organization: Know what to post and when
  • Strategic planning: Align content with goals
  • Efficiency: Batch create content in advance
  • Team coordination: Everyone knows the plan
  • Accountability: Track what's published vs. planned

What Goes in a Content Calendar?

  • Date & Time: When to publish
  • Platform: Where to post (Facebook, Instagram, Blog, etc.)
  • Content Type: Post, video, story, article
  • Topic/Theme: What it's about
  • Content Pillar: Which theme does it support
  • Copy/Caption: The actual text
  • Visual: Image, video, link
  • CTA: What action you want
  • Status: Draft, Approved, Scheduled, Posted

Calendar Tools & Platforms

Spreadsheets

  • Google Sheets
  • Excel
  • Airtable
  • Best for: Simple, free

Project Management

  • Trello
  • Notion
  • Asana
  • Best for: Teams

Dedicated Tools

  • CoSchedule
  • ContentCal
  • Loomly
  • Best for: Advanced

Ideal Posting Frequency

Platform Minimum Ideal Maximum
Blog 1-2/month 1/week 2-3/week
Facebook 3-4/week 1-2/day 3/day
Instagram 3-5/week 1/day + stories 2/day
LinkedIn 2-3/week 1/day 2/day
YouTube 1/month 1/week 3/week

Remember: Quality > Quantity. Better to post less but with value!

Best Times to Post (Nepal)

Platform Best Days Best Times (NPT)
Facebook Tue-Fri 8-10 AM, 7-9 PM
Instagram Mon-Fri 11 AM, 6-8 PM
LinkedIn Tue-Thu 7-9 AM, 5-6 PM
YouTube Thu-Sat 6-9 PM

Test and analyze: These are starting points. Track your own data!

Content Mix Strategy

Don't post the same type of content every day. Mix it up!

  • Educational (40%): Tips, how-tos, guides
  • Inspirational (20%): Quotes, success stories
  • Entertaining (20%): Behind-scenes, humor, stories
  • Promotional (15%): Products, services, offers
  • User-generated (5%): Customer content, testimonials

Weekly Content Framework

Example Week (Facebook):

  • Monday: Educational tip (content pillar #1)
  • Tuesday: Behind-the-scenes story
  • Wednesday: How-to guide (content pillar #2)
  • Thursday: Customer testimonial
  • Friday: Quick tip + CTA
  • Saturday: Inspirational quote
  • Sunday: Week recap or preview

Content Themes by Day

Theme Examples:

  • Monday: Motivation Monday
  • Tuesday: Tip Tuesday
  • Wednesday: Wisdom Wednesday
  • Thursday: Throwback Thursday
  • Friday: Feature Friday

Benefits:

  • Easy to plan
  • Audience expectation
  • Reduces decision fatigue
  • Creates consistency
  • Memorable pattern

Content Batching Strategy

Create multiple pieces of content in one sitting

  1. Ideation day: Brainstorm 20-30 content ideas
  2. Creation day: Produce 10-15 pieces of content
  3. Editing day: Review, refine, optimize
  4. Scheduling day: Load into calendar and schedule

Result: 2-4 weeks of content created in one focused session!

Content Repurposing

Work smarter, not harder! One piece of content = Multiple assets

Example: From Blog Post to 10 Assets

  1. Original blog post (1000 words)
  2. Instagram carousel (10 slides)
  3. LinkedIn article (repost)
  4. Facebook post + link
  5. Infographic (key stats)
  6. Short video summary
  7. Email newsletter
  8. Twitter thread
  9. Quote graphics (pull-quotes)
  10. Podcast episode topic

Repurposing Matrix

Original Format Repurpose Into
Blog post Video script, carousel, infographic, email
Video Blog post, audiogram, quote images, GIFs
Podcast Blog post, quote images, video clips
Webinar Blog series, short videos, slides deck

Seasonal & Event Planning

Consider These in Your Calendar:

  • Holidays: Dashain, Tihar, New Year, etc.
  • Industry events: Conferences, launches, announcements
  • Awareness days: World Digital Marketing Day, etc.
  • Product launches: New offerings or features
  • Company milestones: Anniversaries, achievements

Content Calendar Template Structure

Recommended Columns:

  1. Date: Publishing date
  2. Time: Posting time
  3. Platform: Where to publish
  4. Content Type: Post, video, story
  5. Pillar: Which content pillar
  6. Topic: Specific subject
  7. Caption/Copy: Full text
  8. Visual: Image/video file name or link
  9. CTA: Call-to-action
  10. Link: Destination URL (if applicable)
  11. Status: Draft, Approved, Scheduled, Posted
  12. Notes: Any additional info

Calendar Color Coding

Use colors to quickly identify content types

  • 🔵 Blue: Educational content
  • 🟢 Green: Promotional content
  • 🟡 Yellow: Entertaining/engagement
  • 🔴 Red: Important announcements
  • 🟣 Purple: User-generated content

Hands-On Activity

Activity: Create Your 2-Week Content Calendar

  1. Choose 1-2 platforms to focus on
  2. Decide posting frequency (realistic for you)
  3. Map out 10-14 content pieces
  4. Assign each to a content pillar
  5. Mix content types (educational, entertaining, promotional)
  6. Write captions/copy for each
  7. Note visual requirements
  8. Add clear CTAs

Time: 25-30 minutes

Common Calendar Mistakes

  • ❌ Planning too far ahead (3 months+)
  • ❌ Being too rigid (allow flexibility)
  • ❌ No variety in content types
  • ❌ Forgetting to schedule Stories/Reels
  • ❌ Not accounting for time zones
  • ❌ Over-scheduling (burnout risk)
  • ❌ No room for real-time/trending content

Quick Tips for Success

  • ✨ Start small: Plan 1-2 weeks at a time
  • 📊 Review weekly: Check what worked, adjust accordingly
  • 🔄 Leave buffer days: Room for timely/trending content
  • ⏰ Set reminders: Don't rely on memory alone
  • 🎨 Prep visuals early: Don't leave design to last minute

Resources & Tools

  • Calendar Templates: Google Sheets, Notion, Airtable
  • Scheduling Tools: Meta Business Suite, Buffer, Later, Hootsuite
  • Design Tools: Canva, Adobe Express
  • Time Management: Google Calendar, Trello

Session Wrap-Up

What We Covered:

  • ✅ Why content calendars matter
  • ✅ What to include in your calendar
  • ✅ Posting frequency and timing
  • ✅ Content mix and repurposing strategies
  • ✅ Created a 2-week content calendar

Coming Up Next:

Module 3.3: Content Creation & Production

Thank You!

Your Content is Now Strategically Planned

Next: Module 3.3 - Content Creation & Production

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