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Content mix planner: balance what you post each month

A content mix planner sets how much of each kind of post you'll publish, such as tips, behind the scenes, customer stories and offers, then plans a month to match and checks what you actually posted. This one is filled in for a fictional bike repair shop posting 12 times a month, with made-up results, so you can see how a balanced month looks.

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In Google Sheets: File, Import, Upload, then pick the CSV.

What's inside

  • A mix targets sheet: each content type, its job, its share of posts, formats and platforms
  • A four-week plan that turns the percentages into dated posts
  • A monthly check that compares the planned mix with what was published and what to change
  • A filled example for a fictional bike repair shop and a blank CSV of each sheet

How to use it

  1. Decide how many posts a month you can keep up. Base the mix on that number, not on an ideal.
  2. List four or five content types that serve your goals, such as tips, behind the scenes, customers, offers and fun.
  3. Give each one a share. Offers that sell directly usually work best as the smaller share, but the split is your call.
  4. Turn the shares into post counts, then spread them across four weeks so the same type doesn't run three days in a row.
  5. Pick a format and platform for each post, using what you've seen work on your own accounts.
  6. At the end of the month, count what you actually published by type and fill the monthly check.
  7. Adjust next month's shares based on what led to messages, bookings or sales, not just likes.

Preview: Mix targets

A filled example for a made-up small business.

Content typeIts jobShare of postsPosts a month (of 12)FormatsPlatformsExample
EducateShow we know bikes; get saved and shared33%4Carousel, short videoInstagram, TikTok, FacebookFive checks before a winter ride
Behind the scenesMake the shop feel known and trusted25%3Short video, photoInstagram, TikTokRebuilding a 1980s road bike, start to finish
Community and customersSocial proof; local connection17%2Photo, StoriesInstagram, FacebookA customer's first ride after a repair (with permission)
Offers and servicesBookings and sales17%2Single image, textFacebook, Instagram, Google Business ProfileWinter service: book by 30 Nov
Fun and seasonalPersonality; reach new people8%1Short videoTikTok, InstagramGuess the sound: which part is squeaking?
Total100%12The split is this example shop's choice, not a rule

Preview: Four-week plan

A filled example for a made-up small business, first 8 of 12 rows.

WeekDayContent typeFormatPlatformsPost idea
1TueEducateCarouselInstagram, FacebookFive checks before a winter ride
1ThuBehind the scenesShort videoInstagram, TikTokTruing a wheel in 30 seconds
1SatOffers and servicesSingle imageFacebook, Google Business ProfileWinter service now booking
2TueEducateShort videoTikTok, InstagramHow to tell if your chain is worn
2ThuCommunity and customersPhotoInstagram, FacebookCustomer's commuter bike, back on the road
2SatFun and seasonalShort videoTikTok, InstagramGuess the sound: which part is squeaking?
3TueEducateCarouselInstagram, FacebookLights: what the different modes are for
3ThuBehind the scenesPhotoInstagramThe parts drawer nobody else is allowed to touch

Preview: Monthly check

A filled example for a made-up small business.

Content typePlannedPublishedPlanned shareActual shareBest postChange next month
Educate4433%36%Fixing a puncture at the roadsideKeep. Most saves and shares of the month (example).
Behind the scenes3225%18%Truing a wheel in 30 secondsFilm two clips on the same day so one isn't skipped.
Community and customers2217%18%Customer's commuter bikeAsk every customer collecting a bike if we can take a photo.
Offers and services2317%27%Last week to book the winter serviceAn extra offer post went out; engagement dropped that week. Back to two.
Fun and seasonal108%0%NoneSkipped in a busy week. Plan it for a quiet day.
Total1211100%99% (rounded)Example figures, made up for this template

Tips

  • Rules of thumb such as 80/20 are starting points, not research findings. Set your own split and change it based on your results.
  • Count by purpose, not by platform. One idea posted to three platforms is still one post in the mix.
  • Offers work better when the other posts have earned attention. A feed of only offers is easy to scroll past.
  • If one type keeps getting skipped, it's usually too hard to make. Simplify the format rather than dropping the type.
  • The bike shop, its posts and its results are made up for this example.
  • Zolyp's Calendar plans the month around your content pillars and balances them across platforms, so the mix is set before you start writing.

Common questions

What is a content mix?

The balance of different kinds of posts you publish, such as educational, behind the scenes, customer stories, offers and fun. A planned mix keeps a feed varied and stops it turning into constant selling.

What's the right content mix for a small business?

There isn't one right split. Start with the types that serve your goals, give offers a smaller share than useful or personal posts, then adjust each month based on what led to enquiries and sales.

How is a content mix different from content pillars?

Pillars are the topics you talk about, such as repairs, cycling tips and the local riding community. The mix is the balance of post purposes and formats across those topics. Many businesses plan both in the same sheet.

Are the shares in the example a recommendation?

No. They're the fictional shop's own choice, shown to make the format clear. Your split should come from your goals and your own results.

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