A content calendar usually lists dates and topics. Add two columns, keyword and DM, and it becomes a sales plan. Every post now has a next step for interested viewers.
The columns
| Date | Format | Topic | Keyword | DM sends | Goal |
|---|
The mix
Not every post should sell. A balanced month for a small brand:
- 40% product posts: keyword sends the product or price
- 30% helpful posts: keyword sends a guide or tip sheet
- 20% trust posts: reviews, behind the scenes, founder story (soft CTA or none)
- 10% launches or offers: keyword sends the offer
Sample month: a handmade jewellery brand
| Week | Post | Keyword | DM sends |
|---|---|---|---|
| 1 | Reel: new oxidised earrings | PRICE | Product page |
| 1 | Carousel: how to clean silver | CARE | Care guide PDF |
| 1 | Reel: making process | - | - |
| 2 | Reel: styling for office | LINK | Office collection |
| 2 | Post: customer photos | - | - |
| 2 | Reel: gifting under ₹999 | GIFT | Gift collection |
| 3 | Reel: launch teaser | NOTIFY | WhatsApp list |
| 3 | Reel: launch day | DROP | New collection |
| 4 | Carousel: festive looks | LOOK | Lookbook |
| 4 | Reel: last days of offer | CODE | Discount code |
Plus an every-post catch-all: price, rate → full catalogue.
Production tips
- Batch-shoot reels for two weeks at a time
- Write DMs when you plan the post, not on posting day
- Create the automations the day before posting
Review monthly
Which keywords brought the most comments and orders? Which post types? Plan more of what worked.
Frequently asked questions
Should every post have a keyword?
No. Trust posts work better without a CTA sometimes.
How many keywords should I use per month?
A few. Reuse winning ones like PRICE and LINK.
Can I plan automations in advance?
Yes. Create them ahead and switch them live when the post goes up.
What tool should I use for the calendar?
A spreadsheet is enough.