Skills › Knowledge Work Plugins › social-content-engine › calendar.md

calendar.md

116 lines · small-business/skills/social-content-engine/reference/calendar.md at 2574e29

1# The standing calendar

3The calendar is what makes this a content operation rather than a one-off

4campaign. It survives between sessions. Extend it; do not rebuild it.

6---

The standing calendar

The calendar is what makes this a content operation rather than a one-off campaign. It survives between sessions. Extend it; do not rebuild it.

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8## Where it lives

10Keep the working record as `content-calendar.md` in the working folder, and

11put a `Home:` line at the top of that file recording where the owner views

12the calendar: `artifact` (default), `notion: <page name or link>`, or

13`trello: <board name>`. That line is how the choice survives between

14sessions — on every run, read it first and update that home, never a second

15one. If the file has no `Home:` line, the home is the artifact.

17If the `Home:` line names Notion or Trello but the connector is not

18available this run, keep the file current, deliver the artifact view, and

19say the named home was skipped and why — do not clear the line.

21If HubSpot is connected, the staged queue is the system of record for

22anything already scheduled, and the calendar covers everything still in

23draft.

25On every run, open the existing calendar first and show three things before

26proposing anything new:

28```

29Published since last run: 6 posts (Jun 2 – Jun 24)

30Still scheduled: 4 posts (through Jul 6)

31Gap starting: Jul 7 — nothing drafted

32```

34Owners judge this skill on whether the gap is shrinking.

36---

Where it lives

Keep the working record as content-calendar.md in the working folder, and put a Home: line at the top of that file recording where the owner views the calendar: artifact (default), notion: <page name or link>, or trello: <board name>. That line is how the choice survives between sessions — on every run, read it first and update that home, never a second one. If the file has no Home: line, the home is the artifact.

If the Home: line names Notion or Trello but the connector is not available this run, keep the file current, deliver the artifact view, and say the named home was skipped and why — do not clear the line.

If HubSpot is connected, the staged queue is the system of record for anything already scheduled, and the calendar covers everything still in draft.

On every run, open the existing calendar first and show three things before proposing anything new:

Published since last run:   6 posts (Jun 2 – Jun 24)
Still scheduled:            4 posts (through Jul 6)
Gap starting:               Jul 7 — nothing drafted

Owners judge this skill on whether the gap is shrinking.

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38## Row format

40One row per post. The `Path` column is load-bearing — it decides whether the

41row ever touches Canva.

44|---|---|---|---|---|---|---|

50Tag every email row `Text-only` before presenting. Tag repurposed rows against

51the asset they come from so nobody regenerates a design that already exists.

53---

Row format

One row per post. The Path column is load-bearing — it decides whether the row ever touches Canva.

Date	Channel	Path	Theme	Asset type	Angle	Status
Jul 8	Instagram feed	Canva (social)	Summer tune-ups	Square post	"before the first 95-degree day"	draft
Jul 8	Facebook	Repurpose of Jul 8 IG	1200×630 crop	same	reuse	draft
Jul 11	Email	Text-only	Service plan renewal	Email body	"your plan renews Aug 1"	draft
Jul 15	LinkedIn	Canva (social)	Commercial work	Square post	"six buildings, one plan"	scheduled

Tag every email row Text-only before presenting. Tag repurposed rows against the asset they come from so nobody regenerates a design that already exists.

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55## Cadence

57Pick a cadence the owner can actually sustain and hold it. Three good posts a

58week beats fourteen mediocre ones followed by a three-month silence, which is

59the pattern almost every owner arrives with.

61| Business shape | Workable starting cadence |

62|---|---|

63| Solo owner, no marketing help | 2 posts a week, 1 email a month |

64| Owner plus an office manager | 3–4 posts a week, 1 email every two weeks |

65| Has someone on marketing | 5 posts a week, weekly email |

67Default the horizon to 30 days. Extend to 60 or 90 only when the owner has a

68dated reason — a seasonal push, a launch, a trade show.

70Flag conflicts before presenting: two posts the same day for the same product,

71a promotional post landing on a holiday, a sale post after the sale ends.

73---

Cadence

Pick a cadence the owner can actually sustain and hold it. Three good posts a week beats fourteen mediocre ones followed by a three-month silence, which is the pattern almost every owner arrives with.

Business shape	Workable starting cadence
Solo owner, no marketing help	2 posts a week, 1 email a month
Owner plus an office manager	3–4 posts a week, 1 email every two weeks
Has someone on marketing	5 posts a week, weekly email

Default the horizon to 30 days. Extend to 60 or 90 only when the owner has a dated reason — a seasonal push, a launch, a trade show.

Flag conflicts before presenting: two posts the same day for the same product, a promotional post landing on a holiday, a sale post after the sale ends.

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75## Theme mix

77A calendar that is all promotion stops working. Aim roughly for:

79| Share | Type | Example for an HVAC business |

80|---|---|---|

81| 40% | Useful — teaches something | "What that rattling noise usually means" |

82| 30% | Proof — real work, real customers | Finished install, before and after |

83| 20% | Offer — the actual ask | "Tune-up slots for July are open" |

84| 10% | People — who the owner is | New tech joining the crew |

86The proof rows are the ones owners underuse and the ones that perform. Ask for

87job photos.

89---

Theme mix

A calendar that is all promotion stops working. Aim roughly for:

Share	Type	Example for an HVAC business
40%	Useful — teaches something	"What that rattling noise usually means"
30%	Proof — real work, real customers	Finished install, before and after
20%	Offer — the actual ask	"Tune-up slots for July are open"
10%	People — who the owner is	New tech joining the crew

The proof rows are the ones owners underuse and the ones that perform. Ask for job photos.

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91## Repurposing matrix

93One approved design feeds several placements. Resize the approved asset rather

94than generating a new one — it costs a fraction of the quota and keeps the

95campaign visually consistent.

98|---|---|---|---|

104

105What travels: the photo, the brand treatment, the core claim. What does not:

106caption length, hashtag count, and the register. LinkedIn copy that reads like

107an Instagram caption is the tell that a post was pasted across channels.

108

109---

110

Repurposing matrix

One approved design feeds several placements. Resize the approved asset rather than generating a new one — it costs a fraction of the quota and keeps the campaign visually consistent.

Source asset	Repurposes into	Size	Caption change
Square feed post 1080×1080	Story / Reels cover	1080×1920	Shorter, one line, add a sticker prompt
Square feed post	Facebook feed	1200×630	Same message, drop hashtags to 2
Square feed post	LinkedIn	1200×627	Reframe to the business outcome, no hashtags
Square feed post	Newsletter block	600×400	Becomes a section header, no CTA of its own
Carousel slide 1	Standalone feed post	1080×1080	Self-contained; cannot assume slides 2+

What travels: the photo, the brand treatment, the core claim. What does not: caption length, hashtag count, and the register. LinkedIn copy that reads like an Instagram caption is the tell that a post was pasted across channels.

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111## Extending the horizon

112

113When the owner asks for "more," extend from the existing themes rather than

114inventing a new content strategy. Look at what performed, keep the shape of

115it, and change the subject. If the analytics are not connected, ask which

116posts they liked; that is a real signal and costs one question.

Extending the horizon

When the owner asks for "more," extend from the existing themes rather than inventing a new content strategy. Look at what performed, keep the shape of it, and change the subject. If the analytics are not connected, ask which posts they liked; that is a real signal and costs one question.

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