90-Day Content Calendar Generator
Turns approved pillars, campaigns and seasons into a dated 90-day plan of what goes out on which platform, for the client lead and the production team. Apply east-african-english for tone throughout.
Use When
- Pillars, themes and campaigns are agreed and the team needs a dated, post-by-post plan of what goes out on which platform, month by month.
- The schedule must include Ugandan and East African public holidays and observances such as Independence Day, international awareness days and industry seasonal hooks.
- Campaign windows need blocking out so promotions and always-on posts do not clash.
- The client wants a weekly rhythm template, a posting schedule showing each post's approval status, and a pre-publish check that samples posts before they go live.
Do Not Use When
playbook-content-production for the drafting, design, approval and batching workflow.10-content-pillars when the recurring themes are not yet agreed.12-website-content-plan for blog and website articles.- Stop before scheduling or publishing to live accounts; hand over the calendar for client approval.
Required Inputs
| Artefact |
Source/provider |
Required? |
If absent |
| Approved pillars with percentages |
10-content-pillars output or client sign-off |
Yes |
Stop; route to 10-content-pillars rather than inventing themes. |
| Platforms in scope and posting frequency per platform |
Channel plan or client lead |
Yes |
Default to Facebook, Instagram and WhatsApp and label the frequency provisional. |
| Campaign windows (name and dates) |
09-campaign-strategy or client |
If campaigns run |
Mark no [CAMPAIGN] weeks and note that none were supplied. |
| Three high-revenue seasons and the calendar start Monday |
Client or consultant |
Yes |
Ask the seasonal-hook question; never guess the client's peak periods. |
| Location and the year's variable observance dates (Ramadan, the Eids) |
Client; a dated official calendar |
Yes |
Default to Kampala, Uganda; mark unconfirmed lunar dates not assessed. |
| Production capacity and approval owner |
Client lead |
Yes |
Cap volume at stated capacity; return the calendar as an approval draft. |
Workflow
- Confirm the intake answers (pillars, platforms, frequency, campaigns, seasons, start date, location); stop if the pillars are not approved and route to
10-content-pillars.
- Fix the 13-week grid from the start Monday, then place
[CAMPAIGN], [HIGH SEASON] and [OBSERVANCE] weeks before any always-on content.
- Select 6–10 awareness days relevant to the industry and state why each was chosen.
- Set the weekly rhythm template, then fill the Month 1, 2 and 3 tables with one row per platform per week per pillar, each with a specific headline, a two-sentence brief, an owner and an approval status.
- Write the cross-platform theme under each month and check the 10-4-1 ratio per month.
- Run the stratified-sampling pre-publish check; batch-fix any failure type seen twice, then re-sample and rerun until a sample is clean (escalate at round 3).
- Run the anti-slop ship gate and hand the calendar to the client lead as an approval draft; withhold release while a blocking date, permission or evidence defect remains.
Outputs
| Artefact |
Consumer |
Acceptance condition |
| Weekly rhythm template and three monthly tables (W1–W13) with owners and approval status |
Client lead; playbook-content-production |
Every row has a specific headline, pillar, platform, format, two-sentence brief and owner; no placeholder rows. |
| Month overviews with cross-platform themes and 10-4-1 ratio notes |
Client lead |
Each month states its focus, tone, events and measured ratio. |
| Selected awareness days with reasons |
Client lead |
6–10 days chosen, each tied to the client's industry. |
Evidence Produced
| Evidence |
Format |
Acceptance condition |
| Observance and date register |
Table in the deliverable |
Every variable date is confirmed from a dated source or marked not assessed. |
| Sampling QC record |
Table: round, sample size, failure types, batch-fixes |
A clean round is recorded before hand-off; a bare "reviewed" claim does not pass. |
Capability and Permission Boundaries
Read and search only; analysis is read-only. Publishing, spend, live account changes, outreach and personal-data processing need explicit, action-specific client authority. Scheduling posts in a live tool is out of scope; the calendar goes to the client for approval.
Degraded Mode
Without confirmed pillars or observance dates, return the narrowest qualified result and mark the affected checks not assessed. A dated 13-week grid with campaign and season blocks can still be delivered, with topic rows held for the approved pillars.
Decision Rules
| Condition |
Action |
Failure or risk avoided |
| A campaign window overlaps always-on content |
Let the campaign lead: cut pillar posts that week and add one supporting organic post per platform. |
Mixed messages and paid/organic duplication. |
| A week falls in a high-revenue season |
Raise posting frequency by 20–30 % and brief at least two seasonal posts per platform. |
Missing the client's biggest demand window. |
| An observance is solemn (Uganda Martyrs Day) or religious (Ramadan) |
Acknowledge rather than promote; during Ramadan reduce promotion and avoid daytime food imagery where relevant. |
Cultural offence and brand damage. |
| A variable lunar date is unconfirmed |
Confirm the year's date from a dated source or mark it not assessed; never carry last year's date. |
An Eid greeting on the wrong day. |
| A month's ratio drifts towards promotion |
Rebalance towards about 10 value, 4 brand and 1 promotional per 15 rows (Bodnar and Cohen, 2012). |
A calendar the audience reads as advertising. |
| A sampled failure type appears more than once |
Treat it as systematic; fix every matching row, not only the sampled ones. |
The same error shipped across dozens of rows. |
Quality Standards
- All three monthly tables are produced; no month is skipped or abbreviated.
- Every row has a specific topic or headline; none says "TBC" or "educational post".
- Observances in the window are included with tone guidance; 6–10 awareness days carry a stated reason.
- Campaign weeks are marked and defer to the campaign.
- Each week's cross-platform content shares a theme without identical copy.
- The 10-4-1 ratio is noted per month and the calendar is not mainly promotional.
- The sampling QC record states sample size, failure types, batch-fixes and the converging round.
- British English; dates in day-month-year form (for example 7 April 2026).
Anti-Patterns
- Inserting a generic post on an observance and calling it culturally relevant. Fix: write a brief that suits the occasion's tone, or leave the day out.
- Reusing last year's Eid or Ramadan dates. Fix: confirm the current year's dates before generating.
- Pasting the same copy across platforms and calling it a cross-platform theme. Fix: vary format, day and angle per platform under one weekly theme.
- Sampling only Month 1 in the pre-publish check. Fix: spread the sample across all three months and every platform in scope.
- Treating the calendar as a locked schedule. Fix: review it every Friday for reactive posts, follow-ups and approval timing.
- Scheduling posts in a live tool during planning. Fix: hand the calendar over for approval; publishing needs separate authority.
References
