If you’ve ever stared at your computer, wondering what on earth to post next, you’re not alone. Planning your marketing content for your photography business can feel like trying to assemble IKEA furniture without instructions—frustrating, time-consuming, and leaving you with more questions than answers.

But what if you had a roadmap for your social marketing? A tool to help you stay consistent, save time, and build an online presence that actually connects with your audience? That’s where a content calendar comes in. Trust me, once you start using one, you’ll wonder how you ever lived without it. I am sitting down this week to plan out my 2025 calendar so I thought it would be helpful to give you a little insight into my planning journey. So, let’s dive into the why, the how, and the little nuggets of wisdom I’ve picked up along the way.

Why you need a content calendar (even if you're "not that organised")

Let’s be real—most of us didn’t become photographers because we love spreadsheets, schedules and being a slave to social media. We’re storytellers, artists, and visionaries. But running a business requires more than just creativity; it requires strategy and getting your work out there consistently. And a content calendar is your secret weapon.

Here’s what a content calendar can do for you:

Save time: No more scrambling for ideas at the last minute.
Stay consistent: Consistency builds trust, and trust builds your business.
Connect intentionally: Plan posts that resonate with your audience instead of posting random pretty pictures and scrambling to find a quote top to chuck up as the caption.
Batch your work: Write captions, schedule posts, and edit photos in one go, freeing up time for other priorities (like cuddling your kids or finally finishing that cup of tea while it’s still hot).

Step 1: Set your intentions

Before you start planning, ask yourself: what’s the purpose of your content? Is it to book more family sessions, share your expertise, or simply connect with your audience on a deeper level? Knowing your "why" will guide everything you create.

For example, if you’re a storytelling family photographer like me, your content might focus on:

Showcasing recent sessions to attract new clients.
Educating parents on what to wear or how to prepare for a shoot.
Sharing behind-the-scenes moments to build trust and relatability.
Addressing the fears people have about taking kids out at ‘crazy hour’ for a sunset shoot.

Step 2: Brainstorm content pillars

Think of content pillars as the foundation of your content strategy. These are the main themes you’ll rotate through, making sure your feed stays balanced and engaging. Here are some ideas for photographers:

Your work: Highlight your sessions, from sneak peeks to full galleries. Share what you want to book more of… this likely won’t be all of your work!
Education: Share tips, like posing guides or what to wear.
Personal connection: Show your face! Share your story, your "why," or even your favourite coffee order.
Testimonials: Celebrate the love from your happy clients and build credibility.
Community-building: Ask questions, share relatable stories, or start a conversation.

Step 3: Map it out

Now comes the fun part—actually planning your content. Grab a digital tool like Trello or Google Calendar, or go old school with a paper planner. Here’s how to break it down:

Decide how often you’ll post: Be realistic. If three times a week feels doable, stick to that.
Assign themes to days: For example, Monday could be a sneak peek, Wednesday a tip, and Friday a personal post.
Batch-create your content: Dedicate a day each month to writing captions, editing photos, and scheduling your posts. If you haven’t dived into the world of Chat GPT to help you kickstart ideas, I highly recommend doing so!

Step 4: Repurpose like a pro

Here’s the thing—your audience doesn’t need new content every single day. They just need helpful, engaging content. So, repurpose what you’ve already created! Turn a blog post into an Instagram carousel, or take snippets from client testimonials to create quick, shareable quotes. Work smarter, not harder.

If you create a piece of content, make the most of it! Take this blog post as an example. I was working on my own 20205 content calendar so I decided to put toegther this post to help others do the same.
From this blog post, I also created a email to my Story Keeper audience, infographics to share on Pinterest, repurposed it as a post on my Instagram, shared it on Threads and started a convo about this topic in my Facebook group. Create content that is helpful and repurpose it across all of your platforms!

Step 5: Evaluate and adjust

A content calendar isn’t set in stone. Keep an eye on what resonates with your audience. Are they loving your behind-the-scenes posts? Keep them coming. Is one type of post falling flat? Pivot and try something new. Analytics can be your best friend here, giving you insight into what’s working.

A little encouragement

If this feels overwhelming, take a deep breath. You don’t need to plan an entire year of content today. Start small. Plan one week, then two, and build from there. And remember, your content doesn’t have to be perfect; it just has to be honest and helpful with your key audience in mind (hint, hint… this likely isn’t other photographers).

Your audience isn’t looking for flawless content that you pump out on the daily—they’re looking for connection. So, show up as you are, share your heart, and let your content be an extension of your art and the unique difference you bring to your own brand.

Ready to get started?

Creating a content calendar might take a little effort upfront, but the time and stress it saves will be worth it. Plus, it frees you up to focus on the things you love most—whether that’s capturing memories for your clients, spending quality time with your family, or sneaking in a solo coffee date by the beach.

Now go on, grab your planner (or your laptop), and start mapping out your content. You’ve got this! And hey, if you get stuck, you know where to find me—I’m always here to cheer you on.

I’ve created a content calendar planner to help kick start your planning.

You can customise it for your own biz, add in your own ideas and feel a bit more prepared heading into 2025! Click the image below to open it in Canva.