Get off to a successful start in 2018 with a social media calendar

Social media success hinges on knowing what you’re going to post and studying the data to improve your content every day


A pizzeria’s content calendar should be designed to make scheduling social media posts easy. It doesn’t matter how large or small your business is—planning is key, and it all starts with a calendar. Here are five important factors to think about when developing your 2018 social media calendar:


What is your audience looking for right now?

In January, your audience may be making New Year’s resolutions. In February, they may be planning romantic dinners for Valentine’s Day. In March, they may be thinking about the NCAA basketball tournament or the opening of Major League Baseball season. How can your content be relevant to them? Seasonal posts can be very effective because they’re relevant to your customers right now. In March, for example, we like to post “Pi Day” specials to promote $3.14 pizza on March 14. 


Think about your customers’ needs, not yours.

It can be tempting to focus on your own business needs, but think about your customers instead. During the back-to-school season, are they strapped for cash? Are they busier than usual? How can you make their lives easier during this hectic period? During the holidays, are they looking for easy gift ideas? Do you have something, such as gift cards, you can offer? Throughout the year, ask yourself: What do my customers need during this particular time? 


Plan, schedule and improve content ahead of publication.

A well-organized content calendar provides a great advantage: You will have the power to collect data and document your insights, allowing you to improve your calendar all the time, even before you put up another post. Once you’ve created the calendar and started scanning your yearly items, many new ideas will pop up, and your content will get better and better. Always look for ways to use your data to improve your content.


Never miss a holiday promotional opportunity again.

How many times have you realized that graduation is just a week away and thought, “Oh no! What are our graduation specials?” Or have you been surprised that Halloween snuck up on you? When you plan ahead for big holidays or seasonal events and pay attention to your calendar, you have time on your side, and you’re in control. 


Recognize successful content.

Keep up with your analytics and let the data guide you. Does your audience like video? Then stop posting so many articles and use video! Does your audience love your blogs? Keep writing! What content has created the most traffic, engagement, leads and shares in the past month? When you’ve zeroed in on the best posts, boost the frequency of those types for the future and prosper!  

Christopher Wick is the founder of SMM International, an award-winning social media marketing agency that’s helped over 100 businesses in the pizza industry. Visit or call 888-SMM-INTL to sign up for a free social media strategy session!

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