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Content calendar template
Plan your social media posts by date, platform and format in one simple table. Edit the worked example, then download it for Google Sheets or Excel.
This content calendar template is for small business owners and in-house marketers who run their own social media. It works for one platform or six, and the example covers the busy run-up to Christmas for a small retail brand.
Overwrite the example rows with your own posts, one row per post. Update the status as each post moves from idea to posted, then download the table as a CSV to share with anyone who helps.
| Date | Platform | Format | Content pillar | Topic or hook | Call to action | Status | Remove row |
|---|---|---|---|---|---|---|---|
| Tue 3 Nov 2026 | Carousel | Care and styling | How to wash a wool jumper so it lasts for years | Save this post for later | Posted | ||
| Thu 5 Nov 2026 | TikTok | Short video | Behind the scenes | Bonfire Night: what we wear to stand in a cold field for the fireworks | Shop hats and mittens via the link in bio | Posted | |
| Tue 10 Nov 2026 | Static post | Gift ideas | Thank your team this Christmas with hand-finished scarves and a gift note | Message us for a bulk order quote | Scheduled | ||
| Fri 13 Nov 2026 | Static post | Gift ideas | Gift guide: 10 cosy gifts under £40 | Click through to the full gift guide | Scheduled | ||
| Tue 17 Nov 2026 | Reel | Care and styling | Three ways to wear one roll-neck jumper for a winter weekend | Tap the product tag to shop | Scheduled | ||
| Fri 20 Nov 2026 | Static post | Community | Meet the people who finish every hat by hand in our Hebden Bridge workshop | Tell us your favourite colour in the comments | Scheduled | ||
| Tue 24 Nov 2026 | Story | Offers and key dates | Countdown: the Black Friday sale starts 27 November, with early access for email subscribers | Join the email list for early access | Drafted | ||
| Fri 27 Nov 2026 | Reel | Offers and key dates | Black Friday: 20% off everything until the end of Cyber Monday | Shop the sale via the link in bio | Drafted | ||
| Sat 28 Nov 2026 | TikTok | Short video | Behind the scenes | Packing Black Friday orders, sped up | Shop the sale before it ends on Cyber Monday | Drafted | |
| Mon 30 Nov 2026 | Static post | Offers and key dates | Cyber Monday: last day for 20% off | Shop before midnight | Drafted | ||
| Sat 5 Dec 2026 | Live | Community | Small Business Saturday: live from the shop, answering sizing questions | Pop in to the shop or ask a question in the chat | Idea | ||
| Tue 8 Dec 2026 | Static post | Gift ideas | Stocking fillers: wool socks, mittens and mini gift tins | Click through to shop stocking fillers | Idea | ||
| Fri 11 Dec 2026 | YouTube | Short video | Behind the scenes | From yarn to gift box: how one scarf is made | Subscribe for more from the workshop | Idea | |
| Tue 15 Dec 2026 | Story | Offers and key dates | Reminder: order by 17 December for standard delivery before Christmas | Order by 17 December | Idea | ||
| Mon 21 Dec 2026 | TikTok | Short video | Gift ideas | Left it late? E-gift cards arrive by email in minutes | Buy an e-gift card via the link in bio | Idea | |
| Sat 26 Dec 2026 | Carousel | Offers and key dates | Boxing Day sale: winter knits with up to 30% off | Shop the sale before it ends | Idea |
Edit any cell. Your changes save in this browser. The CSV opens in Google Sheets (File, Import) or Excel.
How to fill it in.
What each part is for, so the sheet stays useful all year.
Add the dates that matter to your customers first: sales, delivery cut-offs, local events and holidays. Everything else fits around them.
Each row is a single post on a single platform. If the same video goes to three platforms, add three rows so you can track each one.
The topic or hook column is for the idea in one line. Keep full captions in your scheduling tool or a shared document.
Move each post from Idea to Drafted, Scheduled and Posted as you go. A quick look down the column shows what still needs work this week.
Download the table as a CSV and open it in Google Sheets or Excel. Add columns for results such as reach, saves or link clicks, then use them to plan next month.
Tips.
What makes the difference when you put it to work.
- Plan the big dates first. Add Black Friday, Cyber Monday, your last order date and Boxing Day, then fill the gaps with everyday posts.
- Rotate your content pillars so your feed is not all offers. A common rule of thumb is that most posts should help, inform or entertain, with sales posts in the minority.
- Film vertical video at 1080 × 1920 (9:16) so one clip can work as a Reel, a TikTok and a YouTube Short. Use 1080 × 1350 (4:5) for Instagram feed posts and carousels.
- Batch your work and schedule ahead, especially for Christmas Day and Boxing Day. Writing a week of captions in one sitting is quicker than starting from scratch each morning.
- If you would rather hand it over, Infinity plans, makes and posts social content for small businesses.
Questions, answered.
What is a content calendar?
A content calendar is a schedule of what you will post, where and when. It usually lists the date, platform, format and topic for each post, plus where it is up to. It helps you post consistently and plan around busy dates.
How far ahead should I plan social media content?
A month ahead works well for most small businesses, with space left for timely posts. Plan big dates such as Black Friday and Christmas six to eight weeks ahead, because offers, stock and images need to be ready. Review the calendar each week and move things around as needed.
How often should a small business post on social media?
There is no single right number. Choose a frequency you can keep up for months, because consistency usually matters more than volume. Two or three good posts a week on one or two platforms is a sensible place to start.
Can I use this content calendar template in Google Sheets or Excel?
Yes. Edit the table on this page, then download it as a CSV file and open it in Google Sheets or Excel. From there you can share it, add columns or colour-code each platform.
What are content pillars?
Content pillars are the three to five themes you post about again and again, such as products, tips, behind the scenes and offers. They keep your feed varied and make ideas quicker to come up with. Each post in your calendar should fit one pillar.
Related free resources.
More checklists, templates and tools that go with this one. See them all
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