Social Media Content Strategy Planner
Builds a 30-day, pillar-based social media content strategy with calendar, post specs, and engagement tactics.
// prompt
# Social Media Content Strategy Planner
You are a senior social media strategist who has scaled accounts across multiple niches. Build a **30-day content strategy** for **{{business_type}}** on **{{platform}}** that is realistic for the team to execute and tuned to that platform's algorithm.
## Context
- **Brand / business:** {{business_name}}
- **Primary platform:** {{platform}}
- **Target audience:** {{audience_demographics}}
- **Primary goal:** {{primary_goal_eg_grow_followers_drive_sales_build_community}}
- **Brand voice:** {{tone}}
- **Posting capacity:** {{posts_per_week}}
## Step 1 — Strategic Foundation
Summarize the audience's motivations and pain points, define 1 measurable KPI per goal, and propose a content pillar mix (percentages must total 100%):
- **Educational** — tips, tutorials, industry insight
- **Entertaining** — trends, behind-the-scenes, relatable moments
- **Promotional** — offers, products, social proof
- **Interactive** — polls, Q&A, user-generated content
- **Inspirational** — stories, transformations, vision
## Step 2 — 30-Day Calendar
Produce a table with columns: **Day | Pillar | Format (Reel/carousel/story/static) | Topic / Hook | CTA**. Vary formats and recurring themed days so the feed feels cohesive, not repetitive.
## Step 3 — Post Specs (detail 5 flagship posts)
For each, deliver:
- A scroll-stopping hook and full caption with a clear CTA
- 5–10 relevant, mixed-reach hashtags
- Visual or shot description
- Best posting time for {{audience_demographics}}
- One engagement tactic to drive comments or shares
## Step 4 — Platform Optimization
Note {{platform}} format limits, current algorithm signals to prioritize, and how to repurpose each post into stories, Reels, or other channels.
## Output
Use clear markdown headings, the calendar table, and concise bullets. End with **3 quick wins** to implement this week. Ask me for any missing detail before assuming it.
Fill in the variables
Example run
Generated by Claude Opus 5.5 on September 23, 2026
Inputs used
- Business type
- specialty coffee roastery with a single café location
- Platform
- Business name
- Foxglove Roasting Co.
- Audience demographics
- coffee enthusiasts aged 25-40 in Portland, Oregon, who care about sustainable sourcing, work remotely or in creative jobs, and are active on Instagram in the mornings (7-9am) and evenings (7-10pm)
- Primary goal, e.g. grow followers / drive sales / build community
- drive sales of online bag subscriptions and boost in-café foot traffic
- Tone
- warm, knowledgeable, and a little playful — like a friendly barista who geeks out over brewing science
- Posts per week
- 5 feed posts plus daily stories
Foxglove Roasting Co. · 30-Day Instagram Strategy
Window: Mon Sep 28 – Tue Oct 27, 2026 (includes International Coffee Day on Oct 1 and the start of Portland's rainy season)
Assumptions to confirm: Where I lacked facts, I used [brackets] instead of inventing them. These include prices, offers, producer names, and baselines. I assumed "5 feed posts" means 5 per week, which works out to 22 feed posts plus daily stories. Please confirm the details listed at the end so I can finalize.
Step 1: Strategic Foundation
Audience Snapshot
Motivations
- Craft and curiosity. They want to understand why a brew tastes the way it does, not just drink it.
- Values alignment. Sustainable, transparent sourcing matters. They're willing to pay more if they can see where the money goes.
- A "third place." Remote and creative workers want a café that feels like their office, with good seating, Wi-Fi, and a welcoming vibe.
- Local identity. They take pride in supporting Portland independents over chains.
Pain points
- Their home brew is inconsistently good (sour, bitter, flat) and they're not sure why.
- They run out of beans at the worst moment, or buy stale grocery-store bags.
- They're skeptical of vague "ethically sourced" greenwashing.
- Remote-work isolation, made worse when the gray months hit.
KPIs (1 per goal)
| Goal | KPI | Target (30 days) | How to track |
|---|---|---|---|
| Online subscriptions | New subscriptions attributed to Instagram | [X] (suggest +20–30% over your current monthly baseline) | UTM-tagged bio link and an IG-only code, e.g. FOXGRAM |
| Café foot traffic | In-café redemptions of an Instagram-only offer | [X] redemptions | "Show this post" or say a password at the register; the barista tallies it in the POS |
Leading indicators to watch weekly: sends per reach, saves, and link-sticker taps.
Content Pillar Mix
| Pillar | % | Role for Foxglove |
|---|---|---|
| Educational | 20% | "Brew Lab" science that fixes home-brew pain points (saves and shares) |
| Entertaining | 20% | Barista and roaster BTS, relatable café humor (reach) |
| Promotional | 20% | Subscriptions, new drops, in-café offers (conversion) |
| Interactive | 25% | Polls, AMA, UGC, blend-naming contest (community and comments) |
| Inspirational | 15% | Origin stories, price transparency, the founder's "why" (trust) |
| Total | 100% |
Note: The daily stories layer adds extra educational micro-tips on top of these percentages.
Step 2: 30-Day Calendar
Recurring themed days
- Mon: Brew Lab
- Tue: Origin Tuesday
- Thu: Behind the Bar/Roaster
- Fri: Fresh Drop Friday
- Sat: Café Saturday
- Wed and Sun: stories only
⭐ = flagship post (detailed in Step 3)
| Day | Date | Pillar | Format | Topic / Hook | CTA |
|---|---|---|---|---|---|
| 1 ⭐ | Mon 9/28 | Educational | Reel | Brew Lab: "Your pour-over tastes sour? It's probably not the beans." | Save and comment your brew method |
| 2 | Tue 9/29 | Inspirational | Carousel | Origin Tuesday: meet the producer behind [current single origin] | Shop the bag (link in bio) |
| 3 | Wed 9/30 | Interactive | Story | This-or-that polls (light vs. dark, oat vs. whole) plus an Oct 1 teaser | Vote, then tap the reminder sticker |
| 4 ⭐ | Thu 10/1 | Promotional | Reel | International Coffee Day: "One day a year, we let you in on a secret…" | Visit the café and show the post |
| 5 | Fri 10/2 | Promotional | Carousel | Fresh Drop: [fall release] tasting notes, slide by slide | Subscribe for first access |
| 6 | Sat 10/3 | Interactive | Static | Café Saturday: first rainy weekend. "Where's your seat at Foxglove?" | Comment your spot |
| 7 | Sun 10/4 | Entertaining | Story | Roaster day-in-the-life plus quiz: "How long is one roast?" | Answer the quiz |
| 8 | Mon 10/5 | Educational | Carousel | Brew Lab: the 1:16 ratio cheat sheet for every brewer | Save for your next brew |
| 9 ⭐ | Tue 10/6 | Inspirational | Carousel | "Where your $[X] bag of coffee actually goes" | Subscribe (link in bio) |
| 10 | Wed 10/7 | Interactive | Story | Question box: "Ask the roaster anything" | Submit a question |
| 11 | Thu 10/8 | Entertaining | Reel | "Things baristas notice about your order (affectionately)" | Send it to your coffee friend |
| 12 ⭐ | Fri 10/9 | Promotional | Reel | "Rainy Season Survival Plan": the subscription explainer | Subscribe with code |
| 13 ⭐ | Sat 10/10 | Interactive | Carousel | Contest: "Name our winter blend" | Comment your name idea |
| 14 | Sun 10/11 | Educational | Story | Video answers to Wednesday's AMA, saved to a Highlight | DM follow-up questions |
| 15 | Mon 10/12 | Educational | Reel | Brew Lab: "Portland's secret weapon for coffee? Our water." (soft Bull Run water) | Comment your city and its water |
| 16 | Tue 10/13 | Inspirational | Reel | Founder story: why Foxglove exists | Follow for more |
| 17 | Wed 10/14 | Interactive | Story | Blend-name shortlist, voted with poll stickers | Vote |
| 18 | Thu 10/15 | Entertaining | Reel | Trending audio: "POV: you asked the barista one question" (geek-out spiral) | Share |
| 19 | Fri 10/16 | Promotional | Carousel | Social proof: subscriber reviews plus "what's in the box" | Subscribe |
| 20 | Sat 10/17 | Entertaining | Carousel | Café Saturday: "Remote Work Bingo at Foxglove" | Tag your co-worker |
| 21 | Sun 10/18 | Promotional | Story | Weekend bag pickup reminder with a link sticker | Tap the link |
| 22 | Mon 10/19 | Educational | Carousel | Brew Lab: how to decode a coffee bag label (process, altitude, varietal) | Save |
| 23 | Tue 10/20 | Inspirational | Carousel | What [direct trade / your sourcing model] means to us, and what it doesn't | Ask us in the comments |
| 24 | Wed 10/21 | Interactive | Story | UGC repost day: #FoxgloveAtHome features | Share your brew with the tag |
| 25 | Thu 10/22 | Entertaining | Reel | Roaster ASMR: the sound of first crack | Send to someone who needs calm |
| 26 | Fri 10/23 | Promotional | Reel | Winter blend name reveal; subscribers get it first | Subscribe to get it first |
| 27 | Sat 10/24 | Interactive | Reel | Café Saturday: "Rate this latte art 1–10" customer compilation | Comment your score |
| 28 | Sun 10/25 | Entertaining | Story | Week-in-memes recap | Reply with an emoji |
| 29 | Mon 10/26 | Educational | Reel | Brew Lab: "Great coffee with zero fancy gear" | Save |
| 30 | Tue 10/27 | Inspirational | Carousel | Month recap: what you named, brewed, and shared. Thank you. | Visit for [seasonal drink] |
Daily stories baseline (every day, 3–6 frames)
- ~7:30am: "On the bar today" frame with the café location sticker.
- One interactive sticker (poll, quiz, or slider).
- Share of that day's feed post.
- Evening frame (~8pm) with a link sticker to subscriptions, at least 3 times a week.
Step 3: Flagship Post Specs
⭐ 1. Day 1 · Brew Lab Reel: "Sour Pour-Over"
- Hook (on-screen, 0–2s): "Your pour-over tastes sour? It's probably not the beans."
- Caption:
Sour, thin, a little sad? That's usually under-extraction. The water didn't pull enough out of the grounds. ☕🔬 Three fixes, in order: 1️⃣ Grind finer (one or two clicks) 2️⃣ Hotter water (aim ~200–205°F) 3️⃣ Slower pour (longer contact time) Change ONE thing at a time. You're a scientist now. 🧪 Save this for your next brew and tell us your method below 👇 (V60 people, we see you.)
- Hashtags (5): #pourover #specialtycoffee #homebarista #portlandcoffee #coffeescience
- Visual: 15–20s Reel. Overhead shot of a pour-over and a close-up of a sour-face reaction. Text overlays for each fix, each with a quick demo cut (grinder click, kettle thermometer, slow spiral pour). End on a perfect drawdown.
- Post time: Mon, 7:15am PT
- Engagement tactic: Pin a comment that says "Drop your brewer + ratio. We'll troubleshoot the first 20." Reply to each one.
⭐ 2. Day 4 · International Coffee Day Reel
- Hook: "One day a year, we let you in on a secret…"
- Caption:
Happy International Coffee Day! ☕ Our secret: the best cup in the building is [barista's off-menu drink / today's special]. Today only: say "Foxglove sent me" at the counter for [offer]. Grab a seat, stay a while. The Wi-Fi's strong and the rain's cozy. 🌧️ 📍 [Address / neighborhood] · [hours] Tag who you're bringing 👇
- Hashtags (5): #internationalcoffeeday #portlandcafe #pdxeats #specialtycoffee #supportlocalpdx
- Visual: Whisper-to-camera barista hook, then a fast montage: door opening, espresso pull, steam, the secret drink reveal, cozy seating with laptops. Keep it to 12–15s.
- Post time: Thu, 7:00am PT, so followers can plan the visit on their morning commute. Also post a story reminder at 12pm and 3pm.
- Engagement tactic: "Tag your café buddy" plus a story countdown sticker posted the day before.
⭐ 3. Day 9 · "Where Your $[X] Goes" Carousel
- Hook (slide 1): "Where your $[X] bag of coffee actually goes 👀"
- Caption:
"Sustainable sourcing" is easy to say. Here's what it looks like in dollars. 🧾 We pay [price/premium] for green coffee, [X]× the commodity rate, because great coffee starts with farmers who can afford to keep growing it. Swipe for the full breakdown. ➡️ Want every bag to do this? Subscriptions are in our bio. Code FOXGRAM gets [offer]. Questions about how we source? Ask below. We'll answer every one.
- Hashtags (5): #sustainablecoffee #directtrade #specialtycoffee #coffeeorigin #portlandcoffee
- Visual: 7–8 slides in 4:5 format. Clean pie chart in brand colors, then one slide per cost bucket (farmer, import, roasting, packaging, team, café). Include a real photo of the producer or farm if you have one. The final slide is the subscription CTA.
- Post time: Tue, 7:30pm PT. This is a deeper read, best for the evening.
- Engagement tactic: Invite questions in the comments, then turn the best ones into Day 10 AMA stories. This closes the loop and rewards commenters.
- ⚠️ Only use real, verifiable numbers here. This post builds trust only if it's accurate.
⭐ 4. Day 12 · "Rainy Season Survival Plan" Reel
- Hook: "Portland's gray season is coming. Here's your survival plan. 🌧️"
- Caption:
October to May, in three steps: ☔ Rain jacket (non-negotiable) 🕯️ One very specific candle ☕ Fresh beans on your doorstep every [2/4] weeks, roasted [X] days before they ship. No more "oh no, we're out" mornings. Start your Foxglove subscription at the link in bio. Code FOXGRAM = [offer]. What's in YOUR survival kit? 👇
- Hashtags (5): #coffeesubscription #portlandoregon #pnwlife #specialtycoffee #freshroasted
- Visual: Playful "checklist" Reel set to trending audio. Show rain on a window, someone grabbing a jacket, then the doorstep delivery. Include an unboxing close-up and a roast-date stamp close-up (this is the proof point), ending on a cozy first sip.
- Post time: Fri, 8:00pm PT, when people are relaxed and more likely to buy.
- Engagement tactic: The "What's in your survival kit?" question gets low-effort, fun comments. Share the best replies to stories.
⭐ 5. Day 13 · "Name Our Winter Blend" Contest Carousel
- Hook (slide 1): "We made a blend. It has no name. That's your job. 🦊"
- Caption:
Our winter blend tastes like [tasting notes], and it needs a name worthy of it. How to enter: 1️⃣ Comment your name idea (as many as you want) 2️⃣ Follow @foxgloveroasting 3️⃣ Share this post to your story for a bonus entry The winner gets [prize, e.g., 3 months of subscription + name on the bag]. We'll shortlist on 10/14 and reveal 10/23. Go. Be weird. 👇
- Hashtags (5): #namethatcoffee #coffeegiveaway #portlandcoffee #specialtycoffee #pdxgiveaway
- Visual: 4 slides. (1) An unlabeled bag with a "???" label. (2) A flavor-notes illustration. (3) The prize. (4) The rules and dates.
- Post time: Sat, 8:30am PT
- Engagement tactic: The share-to-story bonus entry drives sends, the strongest reach signal. Before launching, confirm the contest follows Meta's promotion guidelines and Oregon's rules for giveaways.
Step 4: Platform Optimization
Format Limits and Specs
| Format | Specs | Notes |
|---|---|---|
| Reels | 9:16, 1080×1920, up to 3 min | Aim for 7–30s for reach. Keep text inside the center 3:4 safe zone, since the profile grid shows tall 3:4 previews. |
| Carousel | Up to 20 slides; 4:5 (1080×1350) or 3:4 | Slide 1 carries the hook. The algorithm can re-serve the carousel starting at slide 2, so make slide 2 strong too. |
| Stories | 9:16, up to 60s per frame | Use link, poll, quiz, question, countdown, and location stickers. |
| Captions | 2,200 characters | Only ~125 characters show before "more," so front-load the hook. |
| Hashtags | Capped at 5 per post (Instagram introduced the limit in late 2025; check in-app) | This is why each flagship above lists 5. Hashtags are now a minor discovery signal. |
| Bio links | Up to 5 | Link 1 should be the UTM subscription link. |
Algorithm Signals to Prioritize
- Sends per reach (DM shares). This is the strongest signal for reaching non-followers. Build "send this to…" moments into posts.
- Watch time and completion. Hook in the first 2 seconds. Short, loopable Reels win.
- Saves. Brew Lab cheat sheets are designed for this.
- Originality. Film your own footage. Never repost clips with a TikTok watermark.
- Keyword search (Instagram SEO). Put "Portland coffee," "coffee subscription," and "pour over" in captions, on-screen text, and alt text. Add "Portland Specialty Coffee" to your profile name field.
- Trial Reels. Test entertaining Reels (Days 11, 18, 25) on non-followers first, then share the winners to your feed.
- Story interactions. Sticker taps and replies improve how prominently your stories appear to followers.
Repurposing Map
| Flagship | Stories | Reels / Feed | Other channels |
|---|---|---|---|
| Sour Pour-Over | 3-frame quiz: "Sour or bitter?" | Turn into a carousel cheat sheet (Day 8) | Printed card at the café brew bar; email tip |
| Coffee Day | Countdown, then live UGC reposts | Recap Reel of the day | Google Business Profile post |
| $ Breakdown | Saved as a "Sourcing" Highlight | 30s talking-head Reel version | Product page; subscriber email |
| Rainy Season | Link sticker 3× a week | Customer unboxing UGC (Day 27) | Email subject line; café table tent with QR code |
| Name the Blend | Shortlist polls (Day 17) | Reveal Reel (Day 26) | Printed on the bag; email announcement |
✅ 3 Quick Wins This Week
- Set up tracking before Day 1. Create the
FOXGRAMcode and a UTM bio link, and teach baristas to log "Foxglove sent me" in the POS. Without this, you can't measure either KPI. - Batch-film on one morning. Spend a two-hour shoot before opening capturing Days 1, 4, 11, and 12 plus B-roll (pours, steam, rain on windows, roaster). That covers week 1 and cuts production stress.
- Optimize your profile for search. Change the name field to "Foxglove Roasting · Portland Coffee." Rewrite the bio with keywords and a subscription CTA. Create Highlights for Brew Lab, Sourcing, Café, and Subscribe.
❓ Details I Need to Finalize
- Baselines: current follower count, monthly IG-driven subscriptions, and café transactions. I need these to set real KPI targets.
- Offers: the subscription discount, the Coffee Day offer, and the contest prize you're comfortable with.
- Sourcing facts: producer names, prices paid, and whether "direct trade" is accurate for you. This matters for Days 2, 9, and 23.
- Team: who films and edits, and how many hours a week they have. I'll adjust the Reel and carousel ratio to match.
- Café details: neighborhood/address, hours, and any planned seasonal drink.
- Paid budget: is there any budget to boost the 2 top-performing posts?
Related prompts
Marketing
PPC Campaign Generator & Ad Copy Creator
Generates high-converting, platform-specific PPC ad copy and campaign structure for any product, audience, and budget.
Marketing
Brand Voice & Messaging Strategy Developer
Builds a complete brand voice, tone, and messaging strategy with frameworks, hierarchy, and ready-to-use examples.
Marketing
Competitor Analysis & Market Research Tool
Runs a structured competitor and market analysis that surfaces gaps and strategic recommendations for your business.
Marketing
Professional Email Marketing Campaign Creator
Builds a complete, conversion-focused email marketing campaign with subject lines, persuasive copy, CTAs, and A/B testing guidance.