Case Study: Creating a Research-backed Social Media Calendar

This FinTech brand needed a ready-to-implement social media calendar. I had previously created a content strategy for their website blog. So, it was a no-brainer to turn their social media into a repurposing machine, where long-form content would be distilled into shorter social media content to help their content distribution strategy. After conducting a content audit, defining their Ideal Customer Persona (ICP) and an intensive competitor SWOT analysis, I created an Instagram social media calendar around organic and evergreen content with the following features:

1. Repurposing suggestions across other social media (Twitter, Facebook, TikTok and LinkedIn) and other content formats (Threads, Carousels and Videos)
2. Funnel stage and content goals
3. Image copy
4. Video scripts
5. Media inspiration
6. Targeted hashtags
7. Captions and CTAs

Screenshot of the three-month social media calendar with 38 entries

Engagement Themes

• How-To Guides
• BTS
• Problem Awareness/Solving
• News
• UGC

Excerpt of Content SWOT Analysis

Excerpt of Competitor SWOT Analysis (Content)

Content Formats

• Carousel
• Single-post
• Talking Video
• Motion Video
• Thread



Excerpt of Competitor Analysis Summary

Competitor Analysis Summary





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