Use the business's existing calendar when available. Otherwise create content-calendar.md with the fields needed to publish accurately.
| Item | Purpose | Channel and account | Format | Draft or asset | Owner | Review due | Publish time and zone | Destination | Status |
|---|
Suggested states: planned, in production, ready for review, approved, scheduled, published, and deferred. Record evidence of scheduling or publication when performed.
Post brief
For each item, capture the intended buyer, useful takeaway, opening, supporting facts, source media, next action, and any tracking label. Keep visual text readable and provide captions or text alternatives when appropriate.
Review before action
Confirm the target account, final asset version, spelling, link destination, time zone, factual approval, and action authority. Verify current placement requirements if the format depends on them.
Response routine
Assign an owner for genuine questions and sales inquiries. Record the intended response process. Do not invent audience reactions, seed fake endorsements, or send unsolicited customer messages merely because the calendar exists.
Review after publication
Compare the result with the item's intended job. Record useful customer responses and any follow-up outcome as well as available engagement data. Note missing data and avoid implying that reach alone proves customer growth.