In short
- 01The plan is a spreadsheet: date, network, format, content type, topic, status.
- 02Alternate content types so your profile does not look like a flyer.
- 03Plan around seasons, new arrivals and sales.
- 04Prepare content in batches and keep a buffer.
What goes into the plan
An ordinary spreadsheet is enough, for example in Google Sheets or Excel. One row per post with these columns:
When the post goes out.
Instagram, Facebook, LinkedIn.
Post, carousel, reel, stories.
Product, advice, behind the scenes, offer.
What the post is about, in one sentence.
The finished caption and a link to the image.
Idea, in progress, approved, scheduled.
Example: a month for a coffee shop
Three posts a week, four alternating content types and one small campaign for a new arrival:
Mon: coffee of the month (product, photo) · Wed: how to make filter coffee (advice, carousel) · Fri: roasting up close (behind the scenes, reel)
Mon: one coffee three ways (product, reel) · Wed: how to store coffee (advice, carousel) · Fri: a customer review (trust, photo)
Mon: where the new coffee comes from (story, carousel) · Wed: the most common French press mistake (advice, reel) · Fri: limited batch (offer, photo)
Mon: packing orders (behind the scenes, reel) · Wed: a coffee gift (offer, carousel) · Fri: poll “which coffee next” (stories)
How to build the plan step by step
You can keep. For a small online shop, perhaps 2 to 4 posts a week.
Sales, holidays, new arrivals.
Across the weeks so they alternate.
A list of questions customers send by email or message helps.
Two to four weeks ahead.
See scheduling posts.
How to stick to the plan
Two or three extra finished posts for weaker weeks.
For example every other Monday morning.
Once a month, look at what worked and adjust the next plan.
When something happens (sold out, a great review), rewrite the plan.
If you have no time to come up with and create content, you can have the plan prepared for you. Virlya proposes a campaign with a post plan, creates the posts and you just approve them. More on the Features page.
Frequently asked questions
- How far ahead should I plan?
- For a small online shop, two to four weeks works well. A rough overview of sales and seasons can cover the whole year, but detailed content should cover a shorter period because your range changes.
- What should I build the content plan in?
- A spreadsheet in Google Sheets or Excel is enough. Specialised tools add a calendar, collaboration and publishing, but you do not need them to start.
- How many content types should I alternate?
- Four are enough: product in use, advice, behind the scenes and offers. What matters is that offers do not dominate.
