---
name: "mkt-content-calendar"
description: "Build and manage content calendars for multi-platform content marketing including editorial planning, content type allocation, and team workflow. Use this skill when the user needs to plan content across channels, coordinate a content team, maintain publishing consistency, or align content with business goals — even if they say 'we post randomly', 'plan our content for next month', 'content strategy', or 'what should we post this week'."
metadata:
  category: "WP-09 數位行銷"
  tags: ["digital-marketing", "content", "editorial-calendar", "planning"]
---

# Content Calendar

## Framework

```
IRON LAW: Higher Posting Frequency Without Content-Channel Fit REDUCES Engagement Per Post

Agents default to "post more often" when building content calendars. But
publishing frequency only improves reach when content format matches
platform consumption patterns. Posting a LinkedIn thought-leadership
article to Instagram Reels, or pushing daily content when you only have
2 good ideas per week, dilutes engagement rate and trains the algorithm
to suppress your content. Test content-channel fit on 5 posts BEFORE
committing to a cadence.
```

### Content Pillars (3-5 Themes)

Define 3-5 recurring themes that align with business goals:

| Pillar | Purpose | Content Ratio | Example |
|--------|---------|-------------|---------|
| **Educational** | Establish expertise, attract search traffic | 40% | How-to guides, tutorials, tips |
| **Promotional** | Drive sales and conversions | 20% | Product features, offers, launches |
| **Engagement** | Build community and interaction | 20% | Polls, questions, UGC, memes |
| **Brand Story** | Build trust and personality | 10% | Behind-scenes, team stories, values |
| **Curated** | Add value without creating from scratch | 10% | Industry news, partner content |

### Planning Process

**Monthly Planning (first week of prior month)**
1. Review prior month's performance (top 3 posts, worst 3 posts, overall metrics)
2. Align with business calendar: launches, promotions, events
3. Map to content pillars: ensure balanced distribution
4. Assign to team: writer, designer, reviewer
5. Set publishing dates and platforms

**Weekly Check-in**
- Review upcoming week's content: is it ready? Approved?
- Adjust based on trending topics or urgent news
- Repurpose top-performing content from prior week

### Content Repurposing Strategy

```
One Core Piece (e.g., blog post)
├── → Instagram carousel (key points)
├── → LinkedIn post (professional angle)
├── → X thread (bite-sized insights)
├── → YouTube short / Reel (visual summary)
├── → Email newsletter (curated highlight)
└── → LINE message (key takeaway + link)
```

### Calendar Template Structure

| Date | Platform | Pillar | Topic | Format | Copy Status | Visual Status | Publish Time |
|------|----------|--------|-------|--------|------------|--------------|-------------|
| Mon 4/7 | IG | Educational | "5 tips for..." | Carousel | Draft | In design | 12:00 |
| Tue 4/8 | LinkedIn | Brand | Team spotlight | Photo + text | Approved | Ready | 09:00 |

### Seasonal & Event Planning (Taiwan)

| Month | Events/Holidays | Content Opportunities |
|-------|----------------|---------------------|
| Jan | New Year | Year-in-review, goals |
| Feb | Lunar New Year (春節) | Holiday greetings, lucky draw |
| Mar | White Day, 婦女節 | Gift guides, women's stories |
| Apr | 兒童節, Tomb Sweeping | Family content, spring themes |
| May | Mother's Day | Gift promotions, mother stories |
| Jun | Dragon Boat, 畢業季 | Graduation offers, summer prep |
| Jul-Aug | Summer sales | Summer campaigns, travel content |
| Sep | Moon Festival (中秋) | Mooncake season, gifting |
| Oct | 雙十節 | National pride, promotions |
| Nov | 11.11, Black Friday | Major sales events |
| Dec | Christmas, year-end | Gift guides, year-end review |

## Output Format

```markdown
# Content Calendar: {Brand} — {Month}

## Monthly Theme
{Overarching theme or campaign}

## Content Plan
| Week | Mon | Tue | Wed | Thu | Fri |
|------|-----|-----|-----|-----|-----|
| W1 | {IG: topic} | {LI: topic} | — | {FB: topic} | {IG: topic} |
| W2 | ... | ... | ... | ... | ... |

## Content Details
| # | Date | Platform | Pillar | Topic | Format | Owner | Status |
|---|------|----------|--------|-------|--------|-------|--------|
| 1 | {date} | {platform} | {pillar} | {topic} | {format} | {name} | Draft/Review/Ready |

## KPIs for the Month
| Metric | Target | Prior Month |
|--------|--------|------------|
| Total posts | {N} | {N} |
| Engagement rate | {%} | {%} |
| Follower growth | +{N} | +{N} |
| Traffic from social | {N visits} | {N} |
```

## Gotchas

- **Consistency > virality**: Posting 3x/week for 6 months beats one viral post. Algorithms reward consistency.
- **Don't create content for every platform**: Better to do 2 platforms well than 5 poorly. Choose based on where your audience actually is.
- **Batch production saves time**: Create a week's content in one session rather than daily. Batch writing, batch design, batch scheduling.
- **Leave room for real-time content**: 80% planned, 20% reactive. Trending topics and current events can't be planned a month in advance.
- **Measure what matters**: Likes are vanity. Track: saves (content value), shares (reach), clicks (action), and DMs/comments (engagement depth).

## References

- For social copywriting per platform, see the pr-social-copywriting skill
- For content performance analytics, see `references/content-analytics.md`