Social Media — 5 min read
Content systems beat content calendars
A calendar tells you when to post. A system tells you what is worth posting.
Brands that publish consistently well rarely rely on inspiration. They rely on formats: repeatable structures that are recognisable, fast to produce and easy to judge.
Define five or six formats, each with a purpose, a production cost and a success measure. The calendar then becomes a scheduling exercise rather than a creative crisis.
The additional benefit is paid efficiency: formats that perform organically become the most reliable source of advertising creative.
