A content calendar is the backbone of any successful marketing strategy. Instead of waking up and wondering, "What should I post today?", a calendar gives you a bird's-eye view of your marketing, ensuring your messaging is consistent, timely, and aligned with your business goals. For Australian small businesses, this means less stress during busy periods like EOFY or the Christmas rush and more meaningful engagement with your local community.
Prerequisites: What You’ll Need
Before we dive into the steps, make sure you have the following ready:- A tool to host your calendar: This could be a simple Google Sheet, a Microsoft Excel file, or a project management tool like Trello, Asana, or Monday.com.
- Your Brand Guidelines: To ensure your tone and visuals remain consistent.
- A List of Key Dates: Public holidays, local events in your city (like the Ekka in Brisbane or Moomba in Melbourne), and industry-specific dates.
- Your Marketing Goals: Are you looking for brand awareness, website traffic, or direct sales?
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Step 1: Define Your Content Pillars
Content pillars are 3–5 broad topics that your business can talk about consistently. They help you stay on brand and ensure you aren't just "selling" all the time. For example, a local Brisbane real estate agency might have pillars like: Market Updates, Community Spotlights, Home Maintenance Tips, and Recent Sales.Step 2: Choose Your Posting Frequency
Decide how often you can realistically post without burning out. Consistency is far more important than frequency. It is better to post three times a week every week than to post every day for a fortnight and then disappear for a month.Pro Tip: Start small. Aim for 2–3 high-quality posts per week across your primary channels (e.g., Facebook and Instagram).
Step 3: Audit Your Existing Assets
You don't always need to start from scratch. Look through your phone or computer for photos of your team, your shopfront, or completed projects. In the Australian market, "behind-the-scenes" content performs exceptionally well because it builds trust with the local community.Step 4: Map Out Key Australian Dates
Open your calendar and mark down the "non-negotiables." These include:- Public Holidays: Australia Day, Easter, Anzac Day, etc.
- Seasonal Shifts: The start of Spring (great for cleaning or renovation businesses) or the lead-up to Summer.
- Financial Milestones: EOFY (End of Financial Year) is a massive period for B2B businesses and retail sales.
- Local Events: Mentioning a local festival or a State of Origin game can significantly boost engagement for Brisbane-based businesses.
Step 5: Select Your Channels
Don't try to be everywhere at once. Identify where your customers actually spend their time.- Instagram/Facebook: Great for B2C, retail, and visual services.
- LinkedIn: Essential for B2B and professional services.
- Google Business Profile: Vital for local SEO and showing up in Brisbane map searches.
Step 6: Create Your Calendar Structure
If using a spreadsheet, create columns for the following:- Date & Time: When the post goes live.
- Platform: Where it is being posted.
- Content Pillar: Which category it falls into.
- Post Copy: The actual text/caption.
- Visual Asset: A link to the image or video.
- Call to Action (CTA): What do you want them to do? (e.g., "Click the link in bio" or "Visit our shop in Chermside").
- Status: (Planned, In Progress, Scheduled, Published).
Step 7: Brainstorm Content Ideas
Set aside 30 minutes to brainstorm ideas for each pillar. If your pillar is "Community Spotlight," your ideas might be: "Our favourite coffee shop in Paddington" or "Supporting the local junior footy team."Step 8: Write Your Captions
Write your captions in batches. This is much more efficient than writing them one by one. Remember to use Australian English (e.g., 'organise' instead of 'organize') and keep your tone consistent with your brand voice.Step 9: Design or Select Visuals
Match your captions with high-quality images or videos. You don't need a professional photographer for everything; modern smartphones take incredible photos. Ensure your images are well-lit and represent the professional standard of your business.Step 10: Review and Approve
Read through your planned month. Does it look balanced? If you have four "Sales" posts in a row, move them around. You want a healthy mix of educational, entertaining, and promotional content.Step 11: Schedule Your Content
Use scheduling tools like Meta Business Suite (which is free) to schedule your Facebook and Instagram posts in advance. This allows you to "set and forget" for the week or month ahead.Screenshot Description: In Meta Business Suite, you should see a 'Planner' tab on the left sidebar. When clicked, it displays a weekly or monthly grid where you can click 'Schedule' on specific days to upload your media and text.
Step 12: Monitor and Engage
A content calendar isn't a replacement for social interaction. Once your posts are live, make sure you check in to respond to comments and messages. This engagement is what the algorithms love!---
Common Mistakes to Avoid
- Being Too Salesy: Follow the 80/20 rule—80% value/entertainment, 20% promotion.
- Ignoring the Analytics: If your "Tip of the Week" posts get zero likes but your "Meet the Team" posts go crazy, adjust your future calendar to include more team photos.
- Setting Unrealistic Goals: Don't commit to daily videos if you only have an hour a week for marketing.
Troubleshooting
- "I've run out of ideas": Look at your Frequently Asked Questions. Every question a customer asks is a potential piece of content.
- "The formatting looks weird on mobile": Always do a test post or use the 'Preview' function in your scheduling tool to see how the text wraps.
- "I missed a day": Don't panic. Just pick up where you left off. Consistency is a long game.
Next Steps
Now that you have your calendar structure ready, it's time to start filling it! Start with just one week of content to get the hang of the process.If you find yourself too busy running your business to manage a full content schedule, the team at Local Marketing Group can help. We specialise in creating local-first content strategies that resonate with Brisbane audiences. Contact us today to discuss how we can take the marketing weight off your shoulders.