Musée / Journal
How to plan 30 days of content for your business
A practical framework with one objective, four weekly themes, a shoot brief, approvals and measurement. A starting point, not a universal formula.
A useful calendar starts with what a customer needs to understand, not with slots to fill. For a local business, the questions might be: what do you offer, who is it for, how does it work and how can someone contact you? Choose one main offer for this month and one action you can track.
Day one: agree the objective and baseline
- Describe the offer in one sentence without internal jargon.
- Choose one audience and an action: message, booking or form.
- Record current enquiries from channels you can identify.
- Collect real sales or message questions; remove personal details before using them.
An adaptable weekly plan
| Week | Two posts | Stories / purpose |
|---|---|---|
| 1 | Introduce the offer; answer the most common question. | 4 stories: context, process and a question for the audience. |
| 2 | Show the process; explain one product decision. | 4 stories: work details and a short demonstration. |
| 3 | Resolve a buying concern; show a real asset with permission. | 4 stories: questions, answers and one clear action. |
| 4 | Summarise use cases; revisit the offer and contact route. | 3 stories: a recap and feedback for next month. |
This is an illustrative plan. It does not promise reach, sales or a particular outcome. Adapt the volume to your resources and platforms; change the format and message rather than posting an identical asset everywhere.
What belongs in the shoot brief
- The objective of each asset and its publishing channel.
- Confirmed products, people and locations.
- A shot list covering context, detail, use and process.
- Landscape/portrait formats, captions and audio requirements.
- People’s permissions, music rights and usage terms.
Approvals belong in the calendar
Name one person who consolidates feedback. Separate delivery, approval and publication dates. Keep a final version of the copy and asset. If an approval is delayed, reassess the publishing date; do not publish an unapproved claim or photograph just to keep the schedule.
Finish the month with one decision
Review what was published, recurring questions, identifiable actions and assets that helped the conversation. If tracking is missing, state the limitation. Pick one change for the next month: a clearer topic, a different format or a simpler contact route.
This guide was prepared with AI assistance for Musée. Examples are illustrative plans, not client results. Adapt them to your offer, resources and business data.
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