Build a video content calendar

1. Create a spreadsheet and take note of how your past videos have performed - note the number of views, comments, and shares.

Research your competitors to see which types of videos they are creating. In a different tab of your spreadsheet make note of the data available to you (views and comments), to see how well these are performing.

2. Create a column in your spreadsheet to note which platforms your videos appeared on and sort them by most comments or views.

If your videos have a track record of performing well on certain platforms and not on others, you’ll know where to focus your efforts on in the future, and/or change the approach if you want to keep publishing on an under-performing channel.

3. Research your competitors to see which platforms they are pushing video content out on successfully, and why those videos are performing well.

Make a note of their engagement, if that information is available on their platform. For example, views, comments or shares.

4. Create categories for your past and future videos based on the previous research on what type of video will be engaging.

Choose simple and descriptive identifiers. For example, “how-to video” or “selfie + opinion”. Select the 2-3 categories you want to prioritize in this content calendar, backed by your research and prioritizing videos that have the highest engagement. Depending on the platform, this could be comments/replies or shares/retweets.

5. Identify key dates in your company calendar.

For example, conferences and other events, major holidays, planned non-video content etc.

6. Choose monthly overarching themes for your video content calendar that harmonizes with the company’s overarching marketing and business plans.

For example, if your company holds an annual event on saving money that is crucial for your sales team, your theme that month could revolve around cost-saving, so you can find opportunities to cross-promote.

7. Create a calendar on a platform like Airtable and share it with your team and collaborators to keep track of your deadlines.

Sync your Airtable with your calendar to keep a bird’s-eye view of your deadlines.

8. Input content and include the essential information.

A title A short description The category it falls under Its monthly theme The deadline date Its completion status Who is taking the lead The platform(s) on which it’ll be posted Creative assets required for its completion. It’s a good idea to begin by adding your categories, then choose the frequency of your posts.

9. Create a simplified version of your calendar for your whole team, so they are aware of your video publishing plans.

Use a tool like Canva to create it as a shareable image. Highlight the monthly themes, the categories of videos and the frequency of output.

10. Update the calendar with the performance results of your published videos.