For many Brisbane small business owners, social media feels like a never-ending chore that gets squeezed into the gaps between serving customers and managing staff. Without a plan, you’re likely posting sporadically, which hurts your reach and makes your brand look inconsistent. A social media content calendar allows you to move from being reactive to proactive, ensuring you never miss a key date—like a public holiday or a local event—while keeping your messaging aligned with your business goals.
Why a Content Calendar is Non-Negotiable
Consistency is the 'secret sauce' of social media algorithms. Whether you are on Instagram, Facebook, or LinkedIn, these platforms reward accounts that post regularly. By planning your content in advance, you can ensure a healthy mix of promotional, educational, and entertaining posts that keep your audience engaged without feeling like you are constantly 'selling' to them.---
Prerequisites: What You’ll Need
Before you start, make sure you have the following ready:- A Calendar Tool: This can be as simple as a Google Sheet, Microsoft Excel, or a dedicated tool like Canva, Trello, or Loomly.
- Brand Assets: Your logo, high-quality photos of your products/services, and brand colours.
- A List of Key Dates: Public holidays (don't forget Queensland-specific ones like the Ekka holiday!), local events, and business milestones.
- Your Goals: Are you looking for more website traffic, more enquiries, or just brand awareness?
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Step 1: Audit Your Current Social Presence
Before looking forward, look back. Check your analytics on Facebook and Instagram. Which posts got the most likes, comments, or shares over the last 90 days? What you should see: Navigate to the 'Insights' or 'Professional Dashboard' on your mobile app. You will see a list of your top-performing content. Note down the common themes—were they photos of your team, 'how-to' videos, or special offers?Step 2: Define Your Content Pillars
Content pillars are 3 to 5 broad topics that your brand will consistently talk about. This prevents your feed from looking messy and ensures you cover all bases. For an Australian trade business, pillars might be:- Behind the Scenes (Team photos, site visits)
- Educational (Maintenance tips for homeowners)
- Social Proof (Customer reviews and finished project photos)
- Promotional (Current offers or new services)
Step 3: Choose Your Posting Frequency
Be realistic here. It is better to post three times a week consistently than to post every day for a week and then disappear for a month. For most local Brisbane businesses, 3–4 high-quality posts per week is the 'sweet spot'.Step 4: Set Up Your Calendar Template
Open your chosen tool (Google Sheets is a great free starting point). Create columns for:- Date & Time: When the post goes live.
- Platform: (FB, IG, LinkedIn, etc.)
- Content Pillar: To ensure variety.
- Visual Description: What photo or video will you use?
- Caption: The actual text.
- Call to Action (CTA): What do you want them to do? (e.g., "Link in bio", "Comment below", "Message us").
- Status: (Draft, Approved, Scheduled).
Step 5: Map Out Key Dates and Holidays
Start by filling in the 'fixed' dates. This includes Australian public holidays (Australia Day, Anzac Day, Labour Day), local events specific to your area (like the Brisbane Festival or local school holidays), and your own business anniversaries or sales events.Pro Tip: Don't just post a generic "Happy Father's Day" graphic. Try to relate it back to your local community or your specific service to make it feel more authentic.
Step 6: Brainstorm and Batch Your Content
Instead of thinking of an idea every day, set aside two hours once a month to brainstorm. Use your content pillars from Step 2 to fill in the gaps between your fixed dates. Screenshot Description: If using a spreadsheet, you should see a colourful grid where each row represents a day and each column contains the details of the post. It should look like an organised roadmap for the month ahead.Step 7: Write Engaging Captions with an Australian Voice
Your captions should sound like you. Avoid overly formal language if your business is casual.- Hook: Start with a sentence that stops the scroll.
- Value: Provide info or entertainment.
- CTA: Tell them exactly what to do next.
Step 8: Select or Create Your Visuals
Social media is visual-first. Match your captions with high-quality images. If you don't have professional photos, use a tool like Canva to create branded graphics. Ensure your images are the correct size (1080x1080 for Instagram posts, 1080x1920 for Stories/Reels).Step 9: Use a Scheduling Tool
Once your calendar is full, don't manually post every day. Use tools like Meta Business Suite (which is free) to schedule your Facebook and Instagram posts in advance. What you should see: Inside Meta Business Suite, click on 'Planner'. You will see a calendar view where you can drag and drop your scheduled posts to different times and dates.Step 10: Review and Adjust
At the end of the month, look at your results. Did the 'Educational' pillar perform better than 'Promotional'? If so, adjust next month’s calendar to include more educational content. Social media is a constant experiment.---
Common Mistakes to Avoid
- The "Sales Only" Trap: If every post is an ad for your business, people will unfollow. Follow the 80/20 rule: 80% value/entertainment, 20% promotion.
- Ignoring the Comments: A calendar helps you post, but you still need to jump on and reply to comments and messages. Social media is a two-way street.
- Forgetting Local Context: If there's a major weather event in Brisbane or a local news story everyone is talking about, your pre-scheduled "Happy Monday" post might look out of touch. Be ready to pause your calendar if needed.
Troubleshooting
- "I've run out of ideas": Look at your Frequently Asked Questions. Every question a customer asks you is a potential social media post.
- "The scheduling tool failed": Meta Business Suite occasionally glitches. Check your 'Published' tab once a week to ensure everything went out as planned.
- "I don't have time to take photos": Spend 30 minutes on a Monday morning taking 'candid' photos of your office, your coffee, or your team at work. These often perform better than polished stock photos.
Next Steps
Now that you have the framework for a content calendar, it’s time to start filling it in! If you find yourself struggling to keep up with the demands of digital marketing while running your business, the team at Local Marketing Group is here to help.We specialise in helping Brisbane businesses grow their online presence with tailored strategies. Contact us today to see how we can take social media management off your plate.