Let’s be real: creating a marketing calendar can feel like staring down a blank page with a million tabs open and no idea where to start.
Should I write a blog?
Do I need an email too?
Wait, is it time for another Instagram Reel already?
If that sounds familiar, you’re not alone. I’ve worked with scrappy startups, billion-dollar brands, and plenty of in-betweeners—and no matter the size of the business, marketing calendars can get overwhelming. But here’s the good news: with the right approach (and a little help from your biz bestie 😉), you can create a DIY marketing calendar that’s not only doable—but one you’ll actually want to use.
Let’s break it down, MarCom Uncomplicated style.
First: Why a Marketing Calendar Even Matters
A solid marketing calendar is like the GPS for your business’s storytelling. It helps you:
- Stay consistent across channels
- Repurpose content like a pro
- Avoid last-minute stress
- Map out campaigns tied to your goals
Whether you call it a campaign management calendar, a content calendar, or a full-blown 2025 marketing calendar, the purpose is the same: keep your marketing tactics organized and on track.
Step 1: Start with a Brain Dump (Messy Is Okay!)
Before you open a spreadsheet or pick a tool, start with a good ol’ brainstorm. This is where you get all the ideas out of your head (or AI tools 👀) and onto digital paper.
Here’s what to include in your AI prompt:
- Your audience’s pain points and interests
- Product or service launches
- Seasonal events or holidays
- Competitors’ content you admire
- Content you’ve already created or want to repurpose
- Blog, email, podcast, video, and social media ideas
- If your advanced, you can even include keywords you want to rank for
💡 Pro tip: Tools like ChatGPT can help you generate content ideas fast—just feed it your audience profile or favorite brand tone and see what it spits out. Then tweak away.
Step 2: Spot the Campaign-Worthy Content
Now that you’ve got your idea list, scan for what could be more than a one-off post. Look for themes or big topics that could turn into full-blown campaigns—something you could turn into:
- A blog + email + social media trio
- A short video series
- A live Q&A or webinar
- A downloadable freebie
Those are your heavy hitters. Move them to the top of the list. Why? Because when you can repurpose content across multiple platforms, you save time, stay consistent, and get more visibility with less effort.
Step 3: Choose Your Marketing Calendar Format (and Don’t Overthink It)
Okay, let’s talk tools. I started my marketing calendar days in spreadsheets—yep, hours every Monday mapping out what needed to go live, who was doing what, and how we were tracking. That year, we went from 12 pieces of content to 77. Seventy-seven! 😅
It worked… but wow, was it a lot.
Now? I use project management tools like:
- ClickUp – Great if you want everything in one place
- Asana – Great for team collaboration
- Basecamp – A solid choice for simple workflows
- Trello – Super visual, great for solopreneurs
Don’t get stuck choosing the “perfect” one. The best tool is the one you’ll actually use. Start with a spreadsheet if that feels easier. You can always move it over to a tool later once you find your rhythm.
Step 4: Plug in the Pieces to your Marketing Calendar
Now it’s time to get those ideas into your calendar. Here’s a simple framework of what you can include:
- Week / Month
- Campaign / Theme / Topic
- Channels: Blog, Email, Social Posts
- Actions: Write, Design Graphics, Schedule Posts
Start small—while every Instagram influencer says do multiple a week just do what you can. If 2–3 core pieces of content per week feel good then that is great. But if 2-3 is all you can do in a month, you should make that your goal. You don’t need to do it all, just what’s manageable and aligned to your goals.
Step 5: Keep Your Marketing Calendar Flexible
The biggest reason most small businesses ditch their marketing calendar? It gets too rigid. Life happens. Campaigns shift. You fall behind. New ideas pop up.
So think of your calendar like a guide, not a prison. Schedule regular check-ins (even just 15 minutes a week) to review what’s working, what’s not, and make tweaks as needed. Marketing should evolve with your business. (Remember how I’m always saying a brand is like a living breathing thing – give it room to grow and evolve. Same thing here).
Bonus: Download My Free Starter Template
Need a nudge to get going? I’ve put together a DIY marketing calendar starter template—totally free, totally editable. Use it in Excel or Google Sheets to get your content mapped out fast.
Final Thoughts from Your Marketing Bestie
Creating a marketing calendar doesn’t have to be fancy or perfect. It just needs to work for you. Start where you are, with what you’ve got. Make it messy. Tweak it as you go. The magic isn’t in the calendar itself—it’s in showing up consistently for your audience.
You’ve got the ideas. You’ve got the passion. Now let’s put a little plan behind it.
