Post scheduling means preparing content in advance and publishing it according to a plan, not according to whatever can be managed at the moment. It brings two benefits: content can be aligned with campaigns, seasons, and news, and the company avoids gaps in communication during holidays and busy periods. Scheduling tools are used for this, which also allow for approval workflows and an overview across channels. Most content can be scheduled, but room must also be left for reacting to current events, otherwise the profile comes across as impersonal. A practical model is to prepare recurring segments in advance and leave one open slot per week. The schedule also reveals capacity limits – if it cannot be filled, there are too many channels.
See also: Editorial calendar, Posting frequency, Content pillars.
