How to Build a Content Calendar (With Any Tool You Already Use)
“Assignments without deadlines are far better at producing guilt than stimulating action.”
Deadlines get done. Without a deadline, you’re admitting that the task isn’t important enough to prioritize — intentionally or not. That’s just as true for internal marketing efforts as it is for client work. Without a due date, content is easy to push aside, which means your strategy stays stuck on the wish list.
It’s understandable. Client work and compliance requirements often take priority — they come with built-in urgency and consequences. But that doesn’t make content strategy optional. If anything, it’s a critical part of your long-term business health.
That’s where a content calendar comes in. It adds structure, assigns deadlines, and brings legitimacy to your content strategy. But how you build it should match your current needs — not some idealized future state. Let’s break it down.
Choose Your Content Calendar Tool
Only one question matters: Will you actually use your content calendar?
While features like dependencies, assignees, and automation are powerful, they’re only helpful if they don’t add friction. If your content calendar becomes so complicated that you stop using it, it’s not worth it.
Start simple. Add complexity only when your growth or workload demands it.
Here are three common options, with pros and use cases:
Spreadsheets (Google Sheets, Excel)
Fast to set up and flexible. Just add columns for your content details and start populating rows. Spreadsheets can also support commenting and assigning, though those features can be clunky.
Best for: Solo creators, small teams, content planning.
Project Management Tools (Asana, Trello, Monday.com)
When working with others, PM tools shine. Most offer editorial templates and let you build workflows with subtasks, assignments, and due dates. Plus, all communication stays tied to each task. As an example, below you can check out our base template’s subtasks, which can be adjusted to fit client needs.
Best for: Cross-functional teams, agencies, consistent production pipelines.
Content Calendar Software (CoSchedule, Sprout Social)
Dedicated tools are often built for social media teams juggling daily content across platforms. These tools can be overkill unless you’re publishing at scale — but they excel at managing complexity.
Best for: Social media teams, high-frequency publishing.
Pro tip: I use a mix. Spreadsheets help with brainstorming and visualization. PM software keeps production on track. If you’re starting from zero, a spreadsheet is a great starting point.
Must-Have Fields for Your Content Calendar
Every business is different, but the purpose of your calendar should be the same:
Help you choose the right content to create
Keep your process on track
Clarify goals and responsibilities
Map content to your platforms and audience
Here are common content calendar fields and what each one tracks:
| Field | Purpose |
|---|---|
| Topic | General subject of the piece, often tied to SEO. |
| Headline | A working title or draft headline. |
| Keywords | Target search terms, ordered by importance. |
| Due Date | Internal deadline for final content. |
| Published Date | When the content goes live. |
| Writer | Owner of the piece. Only one person should be accountable. |
| Editor | Reviewer responsible for final polish. |
| Notes | Strategy, audience context, or content brief. |
| Channels | Where the piece will be shared (blog, email, LinkedIn, etc.). |
| Sources | Research links, citations, or supporting material. |
| Metadata | Meta title and meta description for SEO. |
| Link to Draft | Direct link to working file (e.g., Google Doc). |
| Target Persona | The intended audience or buyer persona. |
How to Start Filling Out Your Content Calendar
Like a martial artist planting their foot before a strike, your content needs to be rooted in what matters now. Otherwise, your momentum will dissipate. Don't try to cover every topic. Instead, align content with current initiatives and move fast.
Here’s how:
Start with what you have. If your blog has been quiet, start by reviewing past content. Can you refresh or update something with minimal effort? This helps build momentum fast.
Align with business initiatives. Launching a new product? Running a promotion? Create content that supports it. For example, if you're rolling out an AI-based service, develop content around AI trends, challenges, and comparisons that funnel readers toward your offer.
Plan around events. Conferences, launches, and seasonal campaigns all create time-sensitive opportunities. Don’t wait until they’re over. Build anticipation, cover the event live, and follow up afterward.
How to Get More Value from the Content You Create
“People often overestimate what will happen in the next two years and underestimate what will happen in ten.”
The Bill Gates quote shows the importance of modesty in short-term planning, while also highlighting the impact of compound effort. The lesson: You’ll probably create fewer pieces than you hoped, but the right ones can compound over time. Make them count.
Plan to promote. Organic traffic takes time. Schedule social posts and paid promotion alongside each piece. Don’t let good content die in silence.
Use AI to support, not replace. AI tools can help brainstorm, review drafts, or suggest calendar ideas. Don’t rely on them to lead, but do treat them like a very fast assistant. The key is being detailed and providing your AI with specific examples and context to avoid generic recommendations.
Rinse, reuse, recycle. Reposting evergreen content saves time. Update it with new insights, repackage it for different channels, or align it with seasonal trends.
Need Help Planning Your Content Strategy?
If you need help creating content topics based on real-world data that drives sales, let’s talk. We’ll help you turn your ideas into a content calendar that actually gets used — and gets results.
