Free takeaway: 30-day content calendar

Worked example to compare with: Setting up a plumber's page

• Name: Rivera Plumbing, Ottawa.
• Category: plumber. Description: "Fast, fair-priced plumbing repairs for homes in Ottawa. Same-day callouts."
• Hours: Monday to Saturday, 8:00 to 18:00, with an emergency number.
• Button: Call now. Cover image: the van and the team in uniform.
• Check: ask a friend to search the business name and tell you whether the page answers three questions: what do they do, where, and how do I reach them?

Worked example to compare with: Turning pillars into a week of posts

• Monday: baking tip (education).
• Tuesday: new product photo (offer).
• Thursday: behind-the-scenes video (personality).
• Saturday: customer photo with a thank-you (community).
• Result to look for: you never have to ask "what do we post today?", and no more than one post in four is a direct sales message.

Worked example to compare with: Finding a pattern

• Review: ten recent posts from five competitors.
• Pattern: three of the four posts with the most comments were short how-to videos.
• Idea: plan two how-to videos a week and compare their comments with product photos after a month.
• Check: write down what you will measure before you start, so the result is a fair test.

Worked example to compare with: A script for a bouquet video

• Hook: "Here is how to make a bouquet last twice as long."
• Show: cut the stems at an angle, remove leaves under the water line, add flower food and use clean water.
• Tip: change the water every two days.
• Call to action: "Comment 'tips' for our flower care guide."
• Captions: add text on screen, because many people watch without sound.

Worked example to compare with: Three caption formulas

• Question: "Which would you pick for a rainy Sunday?"
• Tip: "Three ways to make your bread last longer. Number 2 surprised us."
• Story: "Ana's first order was a birthday cake for her son. Now she brings her whole office."
• Check: read each caption aloud. If you would not say it to a customer, rewrite it.

Worked example to compare with: A Monday hour that covers the week

• 10 minutes: choose five topics from the calendar.
• 30 minutes: write captions and prepare images.
• 10 minutes: schedule posts for Tuesday, Wednesday, Thursday, Saturday and Sunday.
• 10 minutes: check last week's best post and note why.
• Rest of the week: 15 minutes a day to reply to comments and messages.

Worked example to compare with: Answering a public complaint

• Comment: "My order is three days late and no one answers."
• Reply: "We are sorry about the delay, Jordan. We have sent you a message so we can sort this out today."
• Private message: ask for the order number, give a clear fix and a time.
• Result to look for: the complaint thread ends with a calm reply from the customer or a thanks, and others see that the business responds.
• Check: reply within a working day.

Worked example to compare with: Splitting 20 minutes

• 5 minutes: messages and comments.
• 5 minutes: scheduled posts for the next three days.
• 5 minutes: create and schedule one new post.
• 5 minutes: check insights for the best performer of the week.
• Result to look for: a calm routine that happens at the same time each day.

Worked example to compare with: Writing a bio in three versions

• Version A: "Web design agency."
• Version B: "We help local shops get found online."
• Version C: "We help local shops get found online. Tips on social and search every week."
• Better: C, because it says who you help and what followers will get.
• Check: ask three people what they think the account would post about.

Worked example to compare with: Checking a hashtag before using it

• Idea: #bikes.
• Check: the tag is huge and generic, so your post disappears.
• Better: #winterbiking and a local tag such as #ottawabikes.
• Test: click the tag and read what appears. If it is unrelated or inappropriate, do not use it.
• Rule: two or three well-chosen hashtags per post.

Worked example to compare with: Text-only versus image

• Text-only post: "Our new menu is here." Few replies.
• Image post: a bright photo of the new menu with the line "Which would you order first?" More replies.
• Rule: use clear, high-contrast images that read on a phone, and add alt text describing the image.
• Check: view the post on your phone at arm's length. Can you tell what it is?

Worked example to compare with: A month of labeled posts

• Label every post as A, B or C before you publish.
• Count replies after a month: A got 84, B got 46 and C got 21.
• Decision: keep the balance but move one promotion post to a tip post each week.
• Check: rerun the count the next month to see whether the change helped.

Worked example to compare with: Reposting a customer review

• Original: a customer posts, "Best sourdough in town."
• Repost: "Thank you, Priya! We bake it fresh at 5 a.m. and love that you noticed."
• Process: ask permission, credit her, and add your own comment.
• Result to look for: Priya feels appreciated and shares it, and other readers see real feedback.

Worked example to compare with: A bio that converts

• Line 1: "Fresh flowers for weddings and everyday joy."
• Line 2: "Ottawa, free delivery over $50."
• Line 3: "Order or book a consultation."
• Link: one page that lets people order.
• Check: could a stranger place an order in two taps?

Worked example to compare with: A week with three formats

• Monday: carousel of five tips.
• Wednesday: single photo of a customer win.
• Friday: 20-second video demonstration.
• Review: compare saves on the carousel, likes on the photo and views on the video.
• Result to look for: you learn which format your audience prefers.

Worked example to compare with: Writing three captions for one image

• Version A: describe the product.
• Version B: ask a question.
• Version C: tell a one-sentence story.
• Test: publish each on a different day and compare comments.
• Check: keep the strongest first line, because it appears before the "more" link.

Worked example to compare with: Sharing a customer photo

• Photo: a customer's workout selfie wearing your gear.
• Message: "Hi Sam, we love this photo. May we share it on our page and credit you?"
• Post: the photo plus "Sam did this hill session before work. What is your weekday routine?"
• Result to look for: Sam shares the post, and others imagine themselves in the picture.

Worked example to compare with: A bookstore poll

• Frame 1: "Help us choose next month's book club pick."
• Frame 2: photos of the two options.
• Frame 3: a poll with the two titles.
• Frame 4: the next day, announce the winner.
• Result to look for: replies and votes, and content for next month's post.

Worked example to compare with: A four-week test

• Week 1: post at lunch. Week 2: evenings. Week 3: mornings. Week 4: back to the best.
• Record reactions for each post.
• Result in the example: evenings average 83 reactions, so the schedule shifts to 7 p.m.
• Check: keep other things equal, and use your own insights, not these numbers.

Worked example to compare with: Comparing a photo and a carousel

• Photo: reach 4,000, 140 likes, 6 comments, 4 shares, 10 saves. Engagement rate is 160 ÷ 4,000 = 4%.
• Carousel: reach 3,000, 120 likes, 18 comments, 12 shares, 30 saves. Engagement rate is 180 ÷ 3,000 = 6%.
• Reading: the carousel reached fewer people but drew far more saves, which signals value.
• Decision: make more carousels for tips, and use photos for personality.

Worked example to compare with: Storyboarding a cake-icing Reel

• Shot 1 (0 to 2 s): a finished cake with the text "Smooth icing in 3 steps".
• Shot 2 (2 to 15 s): three quick clips of the technique with captions.
• Shot 3 (15 to 20 s): the result, and the baker's smile.
• Call to action: "Save for your next bake."
• Check: watch it on mute. Does it still make sense?

Worked example to compare with: A coach's video plan

• Reels: weekly tips to attract new people.
• Longer video: monthly full workouts for followers who want depth.
• Live: a monthly Q&A to answer questions in real time.
• Result to look for: each format has a clear job and the audience knows what to expect.

Worked example to compare with: A salon claims its listing

• Search: the salon finds an unclaimed listing with wrong opening hours.
• Claim and verify: request ownership and confirm using the method offered.
• Fix: correct the hours, add the phone number and booking link.
• Add: six photos and a short description.
• Result to look for: more calls and fewer customers arriving when the salon is closed.

Worked example to compare with: Choosing the right category

• Wrong: "store" for a bike repair shop.
• Right: "bicycle repair shop" as the primary category, with secondary categories such as "bicycle store".
• Why it matters: people searching for repair see you instead of general stores.
• Check: search the category yourself and see which businesses appear.

Worked example to compare with: Answering a negative review

• Review: "Slow service and cold food."
• Reply: "Thank you for telling us, and we are sorry. That is not the standard we want. Please call us on 555 0100 so we can make it right."
• Follow up: fix the cause, such as an extra person at lunch.
• Result to look for: other readers see a business that listens, and the reviewer may update their rating.

Worked example to compare with: Documenting before reporting

• Step 1: screenshot the review and note the date.
• Step 2: write which policy it breaks, such as "not a customer" or "abusive language".
• Step 3: submit the report and keep a record.
• Step 4: reply publicly in a calm way if it stays up.
• Takeaway: a negative review from a real customer is feedback, not a violation.

Worked example to compare with: A barber's profile

• Claim: the barber claims his listing.
• Details: services with prices, opening hours and a booking link.
• Photos: the shop, the chairs and five before-and-after cuts, with permission.
• Result to look for: more new customers booking from the page.

Worked example to compare with: Finding themes in ten reviews

• Read ten recent reviews.
• Themes: slow lunch service (4 mentions), friendly staff (6), loud music (2).
• Action: add a staff member at lunch and check the volume.
• Result to look for: fewer waiting complaints in the next ten reviews.

Worked example to compare with: Taking ten useful photos

• Time: shoot in daylight, near a window.
• List: storefront, counter, three bestsellers, the team, the menu, a customer using the product, a detail shot.
• Edit: crop, brighten a little and avoid heavy filters.
• Check: would a stranger be able to picture visiting after seeing the photos?

Worked example to compare with: Setting a LinkedIn goal

• Goal: attract two to three consulting enquiries a month from small businesses.
• Audience: owners of local shops.
• Plan: one post a week sharing a lesson from client work and ten thoughtful comments on others' posts.
• Check: after 90 days, count enquiries that mention your posts.

Worked example to compare with: Rewriting a summary

• Opening: who you help and what you do.
• Middle: two or three results with numbers.
• Close: how to contact you.
• Example: "I help local businesses explain what they do in plain language. I wrote a newsletter for 300 members and run a weekly social calendar. Message me if you want to talk marketing."
• Check: remove any sentence that could describe anyone.

Worked example to compare with: A small agency's habit

• Each person posts one lesson from client work every week.
• Everyone comments on two posts from clients or peers.
• Once a month, the team shares a short case result.
• Result to look for: over months, prospects mention the posts when they contact the agency.

Worked example to compare with: Writing and following up on a post

• Draft: a short story, one lesson and one question.
• Publish: on a weekday morning.
• Follow up: reply to every comment within a few hours.
• Review: which questions drew the most answers?
• Result to look for: a pattern of topics your audience likes.

Worked example to compare with: Becoming known in a group

• Join two groups that match your field.
• Spend 10 minutes a week answering questions with specific, useful replies.
• Connect with people who respond, with a short personal note.
• Result to look for: someone asks you for help directly.

Worked example to compare with: Deciding if Pinterest fits

• Questions: do people plan or shop for what you offer? Is your content visual? Do you have web pages to link to?
• Example: a recipe site answers yes to all three, so it creates boards by meal type.
• Counter-example: a legal practice with no visual content probably should focus elsewhere.
• Check: search your topic on Pinterest to see what people already save.

Worked example to compare with: A pin for a florist

• Keyword: wedding table decoration ideas.
• Image: a styled table in natural light, with the text "Table ideas for a spring wedding".
• Description: "Five easy table ideas for a spring wedding, with flowers that last all day."
• Link: the florist's wedding page.
• Result to look for: steady traffic that grows over months.

Worked example to compare with: A review after three months

• Check: which pins drove the most clicks?
• Pattern: pins with a step-by-step title brought twice as many clicks as pins with a brand name.
• Action: rename the next ten pins using step-by-step titles.
• Result to look for: more clicks on the same effort.

Worked example to compare with: A fit check for a plumber

• Audience: homeowners of many ages. Some are on the platform.
• Content ideas: quick fixes, myths and a day on the job.
• Time: two videos a week, about two hours.
• Decision: try it for 60 days and measure enquiries that mention the videos.
• Check: set a stop date, so you can judge fairly.

Worked example to compare with: Three series for a plumber

• Series 1: "60-second fixes" showing a quick repair.
• Series 2: "Myth or fact?" answering common plumbing questions.
• Series 3: "A day on the job" with a friendly tour of a callout.
• Rhythm: two videos a week, filmed in one 30-minute batch.
• Result to look for: you always know what to film next.

Worked example to compare with: Filming a coach's tip

• Hook: "Stop doing this stretch before you run."
• Steps: show the mistake, then the better stretch, then a short drill.
• Captions: add them on screen.
• Call to action: "Follow for a tip every week."
• Time: write, film and edit in under an hour. Review: did you say the point in the first two seconds?

Worked example to compare with: Fixing a weak opening

• Observation: 38 percent of viewers leave in the first three seconds.
• Hypothesis: the opening shows setup instead of the result.
• Test: reshoot with the result first, then explain how.
• Compare: average watch time on the old and new versions.
• Result to look for: more viewers stay past the first three seconds.

Worked example to compare with: Turning questions into videos

• Question: "How do I stop my tap from dripping?"
• Video title: "How to Fix a Dripping Tap in 5 Minutes".
• Structure: show the tools, the steps and the result, then invite viewers to book for bigger jobs.
• Result to look for: viewers find the video through search over months, not days.

Worked example to compare with: Renaming a video

• Before: "Tutorial 3".
• After: "How to Set Up Your First Online Store (Beginner Guide)".
• Description: a two-sentence summary, a link to the store checklist and chapter times.
• Thumbnail: bright screenshot with three words, "Open your store".
• Result to look for: more impressions and clicks for the same video.