mkt-content-calendar
規劃多平台內容行事曆，內容支柱配比和發文節奏一起排
中文翻譯
---
name: "mkt-content-calendar"
description: "為多平台內容行銷建立並管理內容行事曆，包含編輯規劃、內容類型配比和團隊工作流程。使用者需要跨通路規劃內容、協調內容團隊、維持發佈的一致性，或讓內容與商業目標對齊時使用，就算他們說的是「我們都是隨便發文」、「規劃下個月的內容」、「內容策略」或「這週該發什麼」也一樣。"
metadata:
category: "WP-09 數位行銷"
tags: ["digital-marketing", "content", "editorial-calendar", "planning"]
---
# 內容行事曆
## 框架
```
IRON LAW: Higher Posting Frequency Without Content-Channel Fit REDUCES Engagement Per Post
Agents default to "post more often" when building content calendars. But
publishing frequency only improves reach when content format matches
platform consumption patterns. Posting a LinkedIn thought-leadership
article to Instagram Reels, or pushing daily content when you only have
2 good ideas per week, dilutes engagement rate and trains the algorithm
to suppress your content. Test content-channel fit on 5 posts BEFORE
committing to a cadence.
```
### 內容支柱（3-5 個主題）
定義 3-5 個與商業目標對齊、會反覆出現的主題：
| 支柱 | 目的 | 內容占比 | 例子 |
|--------|---------|-------------|---------|
| **教育型** | 建立專業、吸引搜尋流量 | 40% | 操作指南、教學、小技巧 |
| **促銷型** | 帶動銷售與轉換 | 20% | 產品功能、優惠、新品上市 |
| **互動型** | 建立社群與互動 | 20% | 投票、提問、UGC、迷因 |
| **品牌故事** | 建立信任與個性 | 10% | 幕後花絮、團隊故事、價值觀 |
| **精選轉載** | 不用從零創作也能增加價值 | 10% | 產業新聞、夥伴內容 |
### 規劃流程
**每月規劃（前一個月的第一週）**
1. 檢視上個月的成效（前 3 名貼文、後 3 名貼文、整體指標）
2. 對齊商業日曆：新品上市、促銷、活動
3. 對應到內容支柱：確保分配均衡
4. 指派給團隊：寫手、設計師、審稿者
5. 設定發佈日期與平台
**每週檢查**
- 檢視下週的內容：準備好了嗎？核准了嗎？
- 依熱門話題或緊急新聞做調整
- 把上週表現最好的內容再利用
### 內容再利用策略
```
One Core Piece (e.g., blog post)
├── → Instagram carousel (key points)
├── → LinkedIn post (professional angle)
├── → X thread (bite-sized insights)
├── → YouTube short / Reel (visual summary)
├── → Email newsletter (curated highlight)
└── → LINE message (key takeaway + link)
```
### 行事曆範本結構
| 日期 | 平台 | 支柱 | 主題 | 形式 | 文案狀態 | 視覺狀態 | 發佈時間 |
|------|----------|--------|-------|--------|------------|--------------|-------------|
| 週一 4/7 | IG | 教育型 | 「5 個…的小技巧」 | 輪播 | 草稿 | 設計中 | 12:00 |
| 週二 4/8 | LinkedIn | 品牌 | 團隊聚焦 | 照片 + 文字 | 已核准 | 完成 | 09:00 |
### 季節與活動規劃（台灣）
| 月份 | 活動／節日 | 內容機會 |
|-------|----------------|---------------------|
| 1 月 | 新年 | 年度回顧、目標 |
| 2 月 | 春節 | 節慶祝福、抽獎 |
| 3 月 | 白色情人節、婦女節 | 禮物指南、女性故事 |
| 4 月 | 兒童節、清明節 | 親子內容、春季主題 |
| 5 月 | 母親節 | 禮物促銷、母親故事 |
| 6 月 | 端午節、畢業季 | 畢業優惠、夏季準備 |
| 7-8 月 | 夏季特賣 | 夏季活動、旅遊內容 |
| 9 月 | 中秋節 | 月餅季、送禮 |
| 10 月 | 雙十節 | 國慶、促銷 |
| 11 月 | 雙 11、黑色星期五 | 大型銷售活動 |
| 12 月 | 聖誕節、年終 | 禮物指南、年終回顧 |
## 輸出格式
```markdown
# Content Calendar: {Brand} — {Month}
## Monthly Theme
{Overarching theme or campaign}
## Content Plan
| Week | Mon | Tue | Wed | Thu | Fri |
|------|-----|-----|-----|-----|-----|
| W1 | {IG: topic} | {LI: topic} | — | {FB: topic} | {IG: topic} |
| W2 | ... | ... | ... | ... | ... |
## Content Details
| # | Date | Platform | Pillar | Topic | Format | Owner | Status |
|---|------|----------|--------|-------|--------|-------|--------|
| 1 | {date} | {platform} | {pillar} | {topic} | {format} | {name} | Draft/Review/Ready |
## KPIs for the Month
| Metric | Target | Prior Month |
|--------|--------|------------|
| Total posts | {N} | {N} |
| Engagement rate | {%} | {%} |
| Follower growth | +{N} | +{N} |
| Traffic from social | {N visits} | {N} |
```
## 注意事項
- **持續 > 爆紅**：連續 6 個月每週發 3 次，勝過一則爆紅貼文。演算法獎勵的是持續性。
- **不要每個平台都做內容**：把 2 個平台做好，勝過把 5 個平台做爛。依你的受眾實際在哪裡來選。
- **批次製作可以省時間**：一次做完一週的內容，而不是每天做。批次寫文案、批次設計、批次排程。
- **留空間給即時內容**：80% 規劃好，20% 隨機應變。熱門話題和時事沒辦法提前一個月規劃。
- **衡量重要的東西**：按讚是虛榮指標。要追蹤：收藏（內容價值）、分享（觸及）、點擊（行動），以及私訊／留言（互動的深度）。
## 參考資料
- 各平台的社群文案請看 pr-social-copywriting skill
- 內容成效分析請看 `references/content-analytics.md`英文原文
---
name: "mkt-content-calendar"
description: "Build and manage content calendars for multi-platform content marketing including editorial planning, content type allocation, and team workflow. Use this skill when the user needs to plan content across channels, coordinate a content team, maintain publishing consistency, or align content with business goals — even if they say 'we post randomly', 'plan our content for next month', 'content strategy', or 'what should we post this week'."
metadata:
category: "WP-09 數位行銷"
tags: ["digital-marketing", "content", "editorial-calendar", "planning"]
---
# Content Calendar
## Framework
```
IRON LAW: Higher Posting Frequency Without Content-Channel Fit REDUCES Engagement Per Post
Agents default to "post more often" when building content calendars. But
publishing frequency only improves reach when content format matches
platform consumption patterns. Posting a LinkedIn thought-leadership
article to Instagram Reels, or pushing daily content when you only have
2 good ideas per week, dilutes engagement rate and trains the algorithm
to suppress your content. Test content-channel fit on 5 posts BEFORE
committing to a cadence.
```
### Content Pillars (3-5 Themes)
Define 3-5 recurring themes that align with business goals:
| Pillar | Purpose | Content Ratio | Example |
|--------|---------|-------------|---------|
| **Educational** | Establish expertise, attract search traffic | 40% | How-to guides, tutorials, tips |
| **Promotional** | Drive sales and conversions | 20% | Product features, offers, launches |
| **Engagement** | Build community and interaction | 20% | Polls, questions, UGC, memes |
| **Brand Story** | Build trust and personality | 10% | Behind-scenes, team stories, values |
| **Curated** | Add value without creating from scratch | 10% | Industry news, partner content |
### Planning Process
**Monthly Planning (first week of prior month)**
1. Review prior month's performance (top 3 posts, worst 3 posts, overall metrics)
2. Align with business calendar: launches, promotions, events
3. Map to content pillars: ensure balanced distribution
4. Assign to team: writer, designer, reviewer
5. Set publishing dates and platforms
**Weekly Check-in**
- Review upcoming week's content: is it ready? Approved?
- Adjust based on trending topics or urgent news
- Repurpose top-performing content from prior week
### Content Repurposing Strategy
```
One Core Piece (e.g., blog post)
├── → Instagram carousel (key points)
├── → LinkedIn post (professional angle)
├── → X thread (bite-sized insights)
├── → YouTube short / Reel (visual summary)
├── → Email newsletter (curated highlight)
└── → LINE message (key takeaway + link)
```
### Calendar Template Structure
| Date | Platform | Pillar | Topic | Format | Copy Status | Visual Status | Publish Time |
|------|----------|--------|-------|--------|------------|--------------|-------------|
| Mon 4/7 | IG | Educational | "5 tips for..." | Carousel | Draft | In design | 12:00 |
| Tue 4/8 | LinkedIn | Brand | Team spotlight | Photo + text | Approved | Ready | 09:00 |
### Seasonal & Event Planning (Taiwan)
| Month | Events/Holidays | Content Opportunities |
|-------|----------------|---------------------|
| Jan | New Year | Year-in-review, goals |
| Feb | Lunar New Year (春節) | Holiday greetings, lucky draw |
| Mar | White Day, 婦女節 | Gift guides, women's stories |
| Apr | 兒童節, Tomb Sweeping | Family content, spring themes |
| May | Mother's Day | Gift promotions, mother stories |
| Jun | Dragon Boat, 畢業季 | Graduation offers, summer prep |
| Jul-Aug | Summer sales | Summer campaigns, travel content |
| Sep | Moon Festival (中秋) | Mooncake season, gifting |
| Oct | 雙十節 | National pride, promotions |
| Nov | 11.11, Black Friday | Major sales events |
| Dec | Christmas, year-end | Gift guides, year-end review |
## Output Format
```markdown
# Content Calendar: {Brand} — {Month}
## Monthly Theme
{Overarching theme or campaign}
## Content Plan
| Week | Mon | Tue | Wed | Thu | Fri |
|------|-----|-----|-----|-----|-----|
| W1 | {IG: topic} | {LI: topic} | — | {FB: topic} | {IG: topic} |
| W2 | ... | ... | ... | ... | ... |
## Content Details
| # | Date | Platform | Pillar | Topic | Format | Owner | Status |
|---|------|----------|--------|-------|--------|-------|--------|
| 1 | {date} | {platform} | {pillar} | {topic} | {format} | {name} | Draft/Review/Ready |
## KPIs for the Month
| Metric | Target | Prior Month |
|--------|--------|------------|
| Total posts | {N} | {N} |
| Engagement rate | {%} | {%} |
| Follower growth | +{N} | +{N} |
| Traffic from social | {N visits} | {N} |
```
## Gotchas
- **Consistency > virality**: Posting 3x/week for 6 months beats one viral post. Algorithms reward consistency.
- **Don't create content for every platform**: Better to do 2 platforms well than 5 poorly. Choose based on where your audience actually is.
- **Batch production saves time**: Create a week's content in one session rather than daily. Batch writing, batch design, batch scheduling.
- **Leave room for real-time content**: 80% planned, 20% reactive. Trending topics and current events can't be planned a month in advance.
- **Measure what matters**: Likes are vanity. Track: saves (content value), shares (reach), clicks (action), and DMs/comments (engagement depth).
## References
- For social copywriting per platform, see the pr-social-copywriting skill
- For content performance analytics, see `references/content-analytics.md`