An editorial calendar is a table that sets, for each week, what to publish, on which network, on what date and for what purpose. It avoids publishing gaps, improvised posts and the feeling of always chasing content.
Step 1: set a goal for each network
Each network has its role. Write it down in one sentence before planning anything.
- LinkedIn: credibility and professional contact.
- Instagram: brand image, behind the scenes, products in context.
- Facebook: local community, announcements, reviews.
- TikTok: discovery, short formats, a freer tone.
Step 2: choose three to five content pillars
Pillars are the main subjects you talk about regularly. They give consistency and spare you from looking for an idea every morning.
- Expertise: advice, explanations, best practices.
- Proof: completed projects, lessons learned, before and after.
- Behind the scenes: the team, daily life, methods.
- Offer: services, news, promotions.
Step 3: define a realistic rhythm
Choose a number of posts you can really sustain over three months. Two regular posts a week beat five in the first week and none afterwards.
Step 4: fill in the calendar
| Day | Network | Pillar | Format |
|---|---|---|---|
| Monday | Expertise | Text with visual | |
| Wednesday | Behind the scenes | Carousel or story | |
| Thursday | Offer | Short post | |
| Friday | Proof | Photo or short video |
This table is an example, not a rule: adapt the days to your audience’s habits, which each network’s statistics will show you.
Step 5: measure and adjust every month
For each post, note the reach, reactions and clicks. Keep the formats that work and drop the others. A thirty-minute monthly review is enough.
Delegating without losing control
If time is short, a dedicated community manager prepares the calendar, creates the visuals, publishes, moderates and sends you a monthly report, from €150 a day or on a monthly package. For more editorial content, see our writing services, or tell us about your networks.