Most content calendars are just a schedule — boxes to fill so the feed never goes quiet. A healthy one is something else entirely: a balanced portfolio where every post has a job to do.
The three jobs every calendar needs
- →Reach content — built to be shared and find new audiences
- →Nurture content — builds trust with people who already follow you
- →Convert content — makes the offer and asks for the sale
Skew too far toward reach and you grow an audience that never buys. Skew toward convert and you exhaust the audience you have. The mix is the strategy.
A ratio that works
As a starting point we run roughly 50% reach, 30% nurture, 20% convert, then adjust based on what the numbers say. A brand with a warm, engaged audience can push more convert content. A brand still building can't.
“A calendar full of posts with no jobs is just noise on a schedule.”
Leave room, too. The best-performing post of the month is often the one you didn't plan — a reaction to something happening right now. A rigid calendar with no slack can't capture it.
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