Midwest Equine

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Building Your Content Calendar

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K-Laser Therapy

Creating a digital marketing plan for your social media pages does not have to be difficult. You’ll be surprised by how easily you can think up content ideas if you put a little time aside to pre-plan. Follow these easy steps to creating a strategic target marketing plan for your social media accounts.

The best way to organize your social media marketing plan is to put together a content calendar for the year. This will help you develop a marketing plan for the entire year for your clinic, do a little target marketing, and keep you on track with your social media posts throughout the year. Building your calendar is a bit of work on the front end but will save you time in the long run!

Step 1: Outline your Plan

Building your calendar around areas you want to target to increase business, compliance, education or just simply engagement is a must, but making sure your posts are resonating with your followers is a must too, so do a little research. If your clinic has already established social media accounts go back and review past posts and identify the type of posts that received the most engagement from your followers.

Which posts received the most likes, shares, comments and views?

If you’re new to social media and don’t have a lot of followers or past posts to reference, check out competitors’ pages and see what posts have the most engagement.

So, you’ve done a little research, now it’s time to start brainstorming your content ideas! Here are just a few things to consider when building your content idea list:

  • What areas of your business do you want to try and increase this year?
      -  Vaccination Compliance, Dentals, Wellness Plans, etc.
  • Do you hold events at your practice you’ll want to advertise?
      -  Vaccine Haul-in, Client Education, Customer Appreciations, Seasonal Discount Promotions
  • What are key seasonal factors that occur in your area that you want to educate your clients on?

Step 2: Building the Calendar

Once you have a great start to your list of post ideas, start filling those ideas in on a calendar and placing them in the dates that are relevant to your posts. After you have these items noted on your calendar identify if there are any large gaps that need to be filled in. If you’re out of ideas, check out the Midwest Veterinary Supply – Equine Division Facebook or Instagram page for inspiration on past topics and feel free to share or save posts for future use.

Did you know that we specifically design our social media posts for you to utilize and share on your own page?

Once you have your calendar filled up, keep in mind that if you have a few gaps here and there that’s nothing to stress about! There will always be industry topics or fun posts that will pop-up throughout the year that you will want to share so don’t get bogged down with filling up every day with content.

Not sure how often you should post?! Follow this rule of thumb for our top picks on Facebook and Instagram:


  • 10,000 or more followers 1-2 x per day
  • Under 10,000 followers 1-5 times per week
  • If you have a smaller group of followers over posting can result in fewer engagements. So, if you’re more in the 2,000 or less range plan to post 1-2 times per week at a maximum.


There’s not a magic answer when it comes to the number of posts here. The best rule of thumb is consistency in the amount of engagement. So, if you are posting a high number of posts and then drop off for a few weeks or a month you will likely loose engagement and followers. Pick a post rate that you can realistically manage to keep engagement rates up.

Step 3: Building your own Content

You’ve filled in the calendar and now it’s time to build your customer posts for your clinic. Follow these tips to make your posts engaging with followers:

  • Keep the content simple
  • Stay focused on the message
  • Stay true to your brand
  • Use data and insights – users love statistics

Step 4: Implement

Now that you have a great plan in place, you need to take your plans to the next step and make sure that you follow through with your plans! A great way to make sure you stick to your calendar is to work ahead and schedule posts. Facebook offers a built-in scheduler on the business page, but Instagram does not have a scheduler so we recommend using a free service like Later.com, or the Later app, which links to your Instagram account so you can schedule your posts in advance.

We hope that these quick tips will make the task of managing your social media seem less daunting, because creating a social media content calendar is simple and managing your social media accounts doesn’t have to be difficult!

Stay tuned for more Marketing Insight articles from Midwest Veterinary Supply - Equine Division.