Special days content calendar is not just copying the date list from the internet to the social media plan. It is an editorial plan that determines on which days, for what reason and to whom the brand will address. The calendar becomes applicable only when the text, design, approval and publication responsible are determined.
When planning social media design with Selçuk Aker, in addition to visual production, at what stage the content will be ready can also be discussed. Putting a different title on the same template for each day doesn't mean the brand has anything meaningful to say.
First select the days associated with the brand
An educational institution, manufacturer, and local store do not need the same calendar. First, determine the days that are linked to the industry, target audience and real activities of the brand. “What can we say about this?” If there is no answer to the question, it is also an editorial decision not to share.
Verify official and rolling dates from authoritative sources for the relevant year. Do not use the previous year's image by changing only the year number. This article is not a verified date list for a specific year, but a planning method that can be updated every year.
Assign one content task each day
The calendar line should not contain only the name of the day. Also write down the purpose of the post, the target audience, and the expected action. Informing, showing a work, and inviting to an event are different content structures.
For example, a verified production practice could be described at an environmental themed day. Instead of pretending that the brand has done something it has not done, information that it can actually share should be selected. Design should not get in the way of this information.
Separate main design and adaptations
Creating the main visual direction for a campaign and transferring this direction to different broadcast areas are separate stages. Rearrange the message order instead of compressing the same file for the square post, vertical story, email header, and web banner.
The guide Proportion and safe space in social media images explains why this adaptation is not just about changing the size. Make the workload visible by writing each delivery type separately on the calendar.
Schedule approval date before publication date
A row can contain the following fields:
- Date of publication and verified source.
- Subject, purpose and main message.
- Person to provide text and photo.
- Design types and delivery date.
- Responsible for final approval and backup content.
Don't just evaluate the number of shares at the end of the month. Examine what content is available on time, where there is repeat business, and what topics generate meaningful engagement. The subsequent schedule may be improved by these findings.
Frequently asked questions
Should I post on all special occasions?
No. You can focus on days where there is a meaningful relationship between the brand, target audience and the content you will say.
Can I use last year's calendar?
You can use the plan structure; You must reconfirm the dates, campaigns and texts for the new period.
Should the designer prepare the calendar?
The brand agenda and communication goal comes from the customer; Editorial planning and design responsibilities are shared according to the scope of work.
