A publishing calendar is more than dates. Without a production plan connecting filming, stock, campaign conditions and approvals, last-minute mistakes become more likely.
Practical steps
- Separate product, education and trust-building themes.
- Plan filming, copy and approvals before publication dates.
- Update the calendar around actual stock and business priorities.
Define the scope
Content production should connect to current business information and a publication goal. Accuracy, accessibility and answering customer questions matter as much as attractive visuals.
How to check the result
Identify the content owner, approver and publication file. Check the post on a real device and ensure captions, description and links meet the same expectation.
A common mistake
Do not judge solely by posting volume. Missing approvals, wrong product details or unauthorised imagery cannot be offset by more output.
Example application
For example, product promotion and answering a frequent question have different objectives. Using one measure can misrepresent their contribution.
