Ever go weeks without posting on LinkedIn because you’re buried in product development, experiments, travel, or meetings? A simple content calendar, delegating, and crowdsourcing content fixes that. What may seem like a basic schedule has a cascade effect, making you and your team step back and take a clearer look at upcoming events, opportunities to promote, or even the rhythm of your internal milestones. A content calendar also aligns everyone on deliverables, from something as small as a draft LinkedIn post to the approval process for a press release. Six weeks is a practical window: it balances immediate needs with near-term planning, and it’s short enough that you can stick to it without overcomplicating the process.

Why it Matters

A content calendar eliminates the last-minute scramble that happens when you realize an event is tomorrow, but no one has drafted copy or designed a visual. More importantly, consistency builds trust, whether it’s with potential customers, investors, or future employees. People notice when your company shows up regularly and with purpose. Even posting once or twice a week adds momentum, keeping your company visible without draining resources. With a calendar, you get more mileage out of minimal effort because you’re planning ahead and avoiding the peaks and valleys of irregular posting.

What Goes Into Your Content Calendar

Your calendar should capture both the "must-post" moments and the filler content that keeps you active in between. At a minimum, include:

· Company news: funding, partnerships, new hires, office openings.

· PR or press releases: announcements that need coordinated timing.

· Events: conferences, webinars, speaking gigs, demo days.

· Product milestones: launches, new features, customer wins.

· Thought leadership: founder point of view (POV), trend commentary, newsletter, industry insights.

Additional ideas you might add:

· Employee spotlights: humanize your company by showing the people behind it.

· Behind-the-scenes videos: lab work, product testing, how-to, workflows – anything that ultimately impacts your clients.

· Customer or partner highlights: show traction through others' voices.

· Repurposed content: snippets from decks, investor updates, or FAQs.

How to Build It in 20 Minutes

Start simple. Open Excel, Google Sheets, or even a blank doc, and create columns for date, content type, owner, and status. If you want a layer of accountability, move into a tool like MS Planner, Trello, or Asana where you can assign tasks and due dates. Drop in your key, hard dates first - product launches, press announcements, events, then commit to 1–2 posts per week around those anchors. Fill the gaps with evergreen content like a founder’s perspective, “day in the life” posts, or quick reflections on industry news. The key is not perfection, but volume and momentum: once the structure is there, filling it becomes easier every cycle.

To get the most from your calendar without burning out:

· Batch content creation: spend one afternoon per month writing or recording a handful of posts.

· Reuse content: turn a graphic into a short video clip, or break a blog post into three LinkedIn updates.

· Amplify internally: encourage team members to like, comment, and share to extend reach.

· Create templates: standardized graphics, hashtags, or copy frameworks reduce friction.

· Build a content bank: keep a running list of ideas so you always have something to slot in.

Content Inspiration

Thought Leader Content:

Though leader content has the greatest impact, but let’s not sugar coat the fact that it is a heavy lift. So how can this be done in-house minimal effort and without the layer of a media partner or agency? Here are three ideas to get you going:

· Founder/Thought leader POV LinkedIn post: Think about how much news, articles, and whitepapers, hit your email every day – all of which somehow relates to your offering. Take any topic and draft a short email to someone on your staff to create a post on your behalf. 200 words max should be the target with a short paragraph framing the article and how it relates, how does your offering align with the topic or address the issue, add a few bullets to summarize. Include a link to the article and to any in-house papers, product information, posters, etc. that support – always to direct readers back to your site.

· Founder/Thought Leader POV Newsletter: These are long form and post as a LinkedIn newsletter which have distinct benefits outlined below. The ideation process is the same but each point in the LinkedIn post version can become a paragraph, best if each paragraph is delegated to a team member best suited for that topic. This has the added benefit of introducing more of the team to readers to create a personal connection.

· Thought leader fireside: Once a month lock your though leaders in a room for lunch followed by a casual chat which can be video recorded with simply a few mobile phones on each participant. Run through a list of industry related topics, a recent win or client success story, or product focused topics. A half hour recording can generate dozens of soundbites for posts, a transcript with a little AI help can also be converted into a Q&A post or article

LinkedIn Newsletter

LinkedIn’s Newsletter offering is quite different than a post in several key areas. High level, a newsletter should be viewed as your company’s exclusive content to a separate list of LinkedIn subscribers that may or may not be just your company’s followers. For comparison:

1. Format & Length

Posts: max 200 words, Newsletter: long form, 5-10 minute read

2. Distribution

Posts: go into your followers’ feeds; algorithm determines reach.

Newsletters: when someone subscribes, they get an in-app notification and an email alert every time you publish. That inbox delivery is huge for visibility.

3. Cadence

Posts: one-offs, no expectation of frequency.

Newsletters: ongoing series bi-weekly, monthly). Subscribers expect continuity, like a magazine column.

4. Discoverability

Posts: live only in the feed unless someone scrolls your profile.

Newsletters: create a dedicated page/archive inside LinkedIn that’s shareable and searchable. They can also be indexed by Google. SEO boost: Articles can show up in Google searches, expanding visibility beyond LinkedIn.

5. Branding

Posts: show up as your personal/company updates.

Newsletters: you give them a name, banner image, tagline, and description, essentially creating a mini publication under your brand.

Events

How much does it cost for registration, travel and sometimes exhibiting at events? Every event should have a significant impact on your content calendar with opportunities for several content pieces before, during and after the event and should be a call to action for the entire team to contribute.

Before:

· Announcement post: “We’re heading to [Event] next week — here’s what we’re most excited about.”

· Speaker highlight: If a founder or team member is on stage, share a quick profile with the topic they’ll cover.

· Teaser content: Preview your booth, demo, or new product you’ll showcase.

· Value-driven hook: “3 reasons this event matters”

· Engagement ask: “Who else is attending? Let’s connect!”

During:

· Live updates: Short posts with photos of panels, keynotes, or team members in action.

· Behind-the-scenes: Snapshots of your team setting up, networking, or meeting customers.

· Quotes & insights: Share memorable lines or data points from speakers.

· Video snippets: 10–15 sec clips of a panel, demo, or buzz on the floor.

· Interactive posts: Polls “What’s the biggest trend you’re hearing at [Event]?”

After:

· Recap post: “3 key takeaways from [Event]”

· Thank you post: Shout-out partners, attendees, or the event team.

· Content roundup: Share slides, webinar replays, or press hits tied to the event.

· Team reflection: What your team learned, how it will shape your next moves.

· Networking highlight: Feature new partnerships or collaborations sparked by the event.

· Evergreen blog/newsletter: A deeper dive recap that lives beyond LinkedIn’s feed.

Closing Call to Action

Block 30 minutes this week to build your first 6-week calendar. Commit to posting consistently and watch how visibility improves, even with minimal effort. After the trial period, review simple metrics like LinkedIn engagement rates or impressions — not to chase vanity numbers, but to learn what resonates. Over time, this discipline compounds into stronger brand awareness, easier recruiting, and warmer inbound interest.

The Six Week Content Calendar – With Bonus Content Inspiration