Social Media Content Calendar

Use this calendar template to plan and schedule your B2B social media content on a weekly and monthly basis. It is designed for companies where LinkedIn is the primary channel, Twitter/X is secondary, and the team posting regularly is 1-3 people. Adapt the channel mix if your audience lives elsewhere.

Content Pillar Framework

Before scheduling posts, define 4-5 content pillars. Every post should map to one of these pillars. This prevents random posting and ensures consistency.

Pillar	Description	% of Posts	Example Topics
Product & Feature	What your product does, releases, use cases	20%	Feature announcements, product tips, customer workflows
Industry Insight	Market trends, benchmarks, data	25%	Industry stats, market commentary, trend analysis
Educational / How-To	Tactical knowledge your buyer needs	30%	Frameworks, templates, best practices, process breakdowns
Social Proof	Customer results, testimonials, case studies	15%	Customer quotes, metrics, case study highlights
Culture & Behind the Scenes	Team, hiring, company values	10%	Team wins, hiring posts, company events

Weekly Posting Schedule

LinkedIn (5-7 posts per week)

Day	Post Type	Pillar	Format	Notes
Monday	Industry insight or data point	Industry Insight	Text post with stat	Start the week with something thought-provoking
Tuesday	Educational / tactical content	Educational	Carousel or document	Teach something in 5-8 slides
Wednesday	Product tip or feature highlight	Product	Short video or screenshot	Show the product solving a real problem
Thursday	Customer result or case study snippet	Social Proof	Text post with quote	Tag the customer (with permission)
Friday	Team/culture or hot take	Culture / Industry	Text post	Lighter tone, more personality
Saturday (optional)	Repurpose best-performing post from the week	Varies	Text post	Rewrite the angle, do not repost verbatim

Twitter/X (3-5 posts per week)

Day	Post Type	Pillar	Format
Monday	Thread: key takeaway from recent blog post	Educational	Thread (4-7 tweets)
Wednesday	Quick stat or benchmark	Industry Insight	Single tweet with image
Thursday	Customer win or social proof	Social Proof	Single tweet
Friday	Engagement question or poll	Industry Insight	Poll or question

Monthly Content Calendar

Week 1: {{Dates}}

Day	Channel	Post Content (Summary)	Pillar	Format	Asset Needed	Owner	Status
Mon	LinkedIn	{{topic}}	Industry	Text	None	{{name}}	Drafted
Mon	Twitter	{{topic}}	Industry	Tweet	None	{{name}}	Drafted
Tue	LinkedIn	{{topic}}	Educational	Carousel	6-slide deck	{{name}}	Design Needed
Wed	LinkedIn	{{topic}}	Product	Screenshot	Product screenshot	{{name}}	Not Started
Wed	Twitter	{{topic}}	Industry	Image tweet	Stat graphic	{{name}}	Not Started
Thu	LinkedIn	{{topic}}	Social Proof	Text	Customer quote	{{name}}	Approval Pending
Thu	Twitter	{{topic}}	Social Proof	Tweet	None	{{name}}	Not Started
Fri	LinkedIn	{{topic}}	Culture	Text	Team photo	{{name}}	Not Started

Week 2: {{Dates}}

Day	Channel	Post Content (Summary)	Pillar	Format	Asset Needed	Owner	Status
Mon
Tue
Wed
Thu
Fri

Week 3: {{Dates}}

(Copy table structure from Week 1)

Week 4: {{Dates}}

(Copy table structure from Week 1)

Post Format Guidelines

LinkedIn Text Posts

• Keep under 1300 characters (about 200 words)
• First line is the hook — it must stop the scroll. No generic openers.
• Use line breaks every 1-2 sentences for readability
• End with a question or clear CTA (not “agree?” — something specific)
• No hashtags in the body. Add 3-5 relevant hashtags in a comment after posting.

LinkedIn Carousels

• 6-10 slides maximum
• Slide 1: Hook/title — make it a statement or question, not a description
• Slides 2-9: One idea per slide, large text, minimal design
• Final slide: CTA (follow, visit link, comment)
• Export as PDF and upload natively — do not link to external slides

Twitter Threads

• First tweet must stand alone as a compelling statement
• 4-7 tweets in a thread. Each tweet should deliver value on its own.
• Number the tweets (1/6, 2/6, etc.)
• Last tweet: recap + CTA + link to full resource

For detailed LinkedIn strategy, reference the LinkedIn B2B posting playbook.

Content Repurposing Matrix

One piece of content should become 5-8 social posts:

Source Content	Social Posts Generated
Blog post (1500+ words)	1 LinkedIn text post (key takeaway), 1 carousel (summary), 1 Twitter thread, 2 quote graphics
Customer case study	1 LinkedIn text (result highlight), 1 Twitter quote tweet, 1 carousel (before/after), 1 video clip (if available)
Webinar recording	3 short video clips (30-60 sec), 1 carousel (key slides), 1 text post (biggest insight)
Data/benchmark report	3 stat graphics, 1 LinkedIn thread, 1 Twitter thread, 2 text posts (one per finding)
Template or tool	1 walkthrough post, 1 “how to use this” carousel, 1 Twitter announcement

Pull content from your content calendar each week and run it through this matrix.

Performance Tracking

Track these metrics weekly:

Metric	LinkedIn Target	Twitter Target	This Week	Trend
Impressions	> {{X}}/week	> {{X}}/week
Engagement Rate	> 3%	> 1.5%
Followers Gained	> {{X}}/week	> {{X}}/week
Link Clicks	> {{X}}/week	> {{X}}/week
Comments	> {{X}}/week	> {{X}}/week
Top Performing Post

Use your social management tools to automate this tracking and identify content patterns.

Monthly Review Questions

Answer these at the end of each month:

1. Which content pillar generated the most engagement? Should we shift the ratio?
2. Which post format performed best? (text, carousel, video, poll)
3. What time/day combinations had the highest engagement?
4. Did any post go significantly above or below average? Why?
5. Are we repurposing enough from other content, or are we creating net-new for every post?

How to Customize

• For founder-led social, reduce company page posting to 3x/week and invest the remaining effort into the founder’s personal LinkedIn profile. Personal profiles get 5-10x the organic reach of company pages in the current LinkedIn algorithm. The company page amplifies; the founder’s page drives reach.
• For companies with multiple products or audiences, create separate content calendars per audience segment. A post about SDR productivity and a post about content marketing strategy should not come from the same account on the same day — it confuses the algorithm and the audience.
• If your team is one person, batch-create content. Spend one morning per week writing all 5-7 posts, schedule them in Buffer or Hootsuite, and then spend 15 minutes per day responding to comments and engaging with others’ posts. Creation and distribution should be separate work blocks.