How to Create a Social Media Content Calendar for Your Agency Clients

How to Create a Social Media Content Calendar for Your Agency Clients

26 March, 2024
11 min read
Tamara Biljman

Social media marketing is all about regularly connecting with your target audience through carefully planned content.

Sometimes, this happens through a relatable Instagram Reel, an interactive poll on LinkedIn, one-on-one communication in the comment section or inbox, or a brand awareness Facebook ad. The possibilities for you to reach out to your client's audience through social media platforms are so vast that it becomes easy to get lost.

This is why having a social media content calendar is so important.

You see, digital marketing is highly dynamic. Algorithms change, trends come and go, new social media platforms keep sprouting up and changing the familiar game (hint: we're not just talking about TikTok, but all the other trending platforms).

But there is one thing that you can consistently rely on: a solid plan.

As Desiree Martinez says: "A social media plan is like Chanel, it never goes out of style."

In this article, we'll dive into:

  1. What is a social media content calendar, and why do you need one
  2. What are the benefits of a social media content calendar
  3. How to go about creating social media calendar for your clients
  4. Bonus: Access to our free templates

But before we tackle these questions, watch our video with agency owner Desiree Martinez, as she shares the planning process her marketing team uses when creating engaging social media content calendars for clients.

What is a social media content calendar, and why do you need one?

The social media calendar is a visual workflow that helps a social media team schedule their work daily, weekly, monthly, and even yearly.


Visualise your social media posting schedule

Get a visual overview of your social media posts, past and present, with the calendar view. Easily edit, rearrange, and add more posts when needed.

Explore publishing features

In fact, this social media content calendar should be the centrepiece of every successful social media strategy!


Because a social media content calendar is the most effective way to organise content creation and curation processes across multiple social networks. It can also help determine the optimal publishing schedule that corresponds with marketing efforts on other channels.

It represents your very own road map to achieving all those KPIs with as little stress as possible.

A key benefit of having a social media content calendar is having a tool that helps me keep track of all content going out to different social channels, which helps me maintain consistency. It also reduces the everyday workload, allowing me to focus on other marketing tasks. Tricia Osazuwa, Social Media Marketing Intern at Sendible

And there are many more benefits that a handy tool like this one can offer, so let's dive deep into them in the next section.

What are the benefits of a social media content calendar?

1. It helps reduce everyday stress

Social media management is one of the most creative positions within a marketing agency, but it comes with some stress. Developing a large amount of engaging content relevant to a particular niche is not an easy task!

This is where a predetermined schedule kicks in!

Consider creating a social media content calendar instead of stressing out multiple times a week or month about creating social media posts that may or may not bring you closer to your KPIs. Once you've brainstormed the topics when your creative juices are at their high, add them to a Google sheet, Asana calendar board, or schedule them for publishing or approval in a platform like Sendible!


Approve posts before scheduling them.

Be on the same page with clients for each social media post. Create content in bulk and get approval by another social media team member or your client.

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2. It improves task distribution, workflow, and efficiency

Having a planned schedule of posts will also help you organise the workflow in the most efficient way.

With a social media content calendar, you can forget about those last-minute assigned tasks! You can also easily coordinate social media posts with other content marketing efforts on different platforms.

Let's put this into practice.

According to your client's editorial calendar, four new blog posts are coming out next month. And you need to promote all of them on various social media platforms. With a social media content calendar, you can easily:

  • Plan out the publish dates
  • Adjust copies to match social platforms' requirements
  • Brainstorm different types of posts so you don't seem repetitive
  • Schedule tasks for graphic designers to create compelling visuals
  • Give a heads-up and coordinate your efforts with the community manager

3. It takes post personalisation to the next level

Publishing identical posts to different social media channels seems like an acceptable solution when you're out of time.

But, if a user is following you on all of your platforms, do you think they would be happy with seeing the same post pop out of every corner?

Didn't think so.

Planning helps you tailor the experience each social media post provides according to where the user sees it.

For example, a LinkedIn user expects different things from an Instagram one. While the first one might expect to see more data and business-related information, the second could look for interesting quotes and compelling videos.


Save time when scheduling social media posts.

Schedule social media posts, images, and videos individually or in bulk as far in the future as you need. With Sendible, you can tailor your client's posts to each platform by adding mentions, hashtags, emojis, and visuals.

Explore publishing features

4. It makes measurement, reporting, and optimisation easier

Having a plan means you have clear goals. And clear goals are easy to track and measure.

How will you measure success if you're posting inconsistently and without a clear direction? You'll never be sure why something worked or didn't.


Planning your social media content helps you align your efforts with business goals and other marketing activities. This omnichannel approach, in return, allows you to track the results of campaigns, optimise them, and pinpoint the most successful ones.

5. It helps maintain consistency

Worrying about how often you post won't get you closer to achieving the wanted results.

Consistency will.

There is nothing worse than getting your audience used to seeing five posts per week and then giving them the silent treatment for days.

This comes off as sloppy. And with an oversaturated market, they'll easily convert to a different online community where they feel the brand is taking care of their needs.


How Often Should You Post on Social Media

6. It lowers repetition and improves diversity

You can kiss content fatigue goodbye if you have a social media content calendar.

When you're in a tight race and have to produce lots of social media content under pressure, you'll likely become repetitive. 

You simply won't have time to:

  • Perform a content audit
  • Come up with fresh ideas
  • Explore new content solutions
  • Experiment with new formats and channels

A pre-planned and scheduled social media content calendar saves you loads of time! In return, you'll have more possibilities to do research, commit to social listening, and develop new ways to engage your audience. As an agency, you can also use this time to explore other services you could offer to your client as well.


White label social media solution for agencies.

Our white label social media management solution helps to reinforce your brand. You can add your brand colours, adjust system-generated email notifications, and use your web domain.

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7. It leaves extra time to prepare holiday campaigns

There are some things you cannot plan for, but holidays do not fall under this category.

Big holidays, like Valentine's Day, Independence Day, Halloween, Thanksgiving, and Christmas, as well as those particular ones, are great opportunities to reward your loyal fans and attract new ones.

To do so, you would have to plan social media campaigns in advance and set measurable goals to track results.