Valuable content, either interesting or helpful, keeps readers/viewers coming back. Organizations that provide that type of useful information don't typically come up with it on the fly. They create an editorial calendar and plan ahead.
Hubspot, like some print magazines, plans its social media calendar as much as a year in advance. Not only does this create a useful framework, it allows you to see how the content supports your social marketing objectives. It also allows you to track and repurpose existing content, to relieve the burden of constantly creating new content. A calendar can also assist with breaking larger pieces of content, like white papers, into smaller pieces that are more likely to be consumed.
View Original Article and Download Hubspot's Social Media Posting Schedule