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Post Planning Template (Repeatable)

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Duplicate this page for each post in the campaign.
Tip: If you’re adapting one idea across platforms, duplicate once per platform version.

Post Header​

Post #:

Post name (internal):

Platform:

Publish timing:

  • Scheduled date/time: __________
  • “Post when ready” window: __________

Status:

  • Idea
  • Drafting
  • In review
  • Approved
  • Scheduled
  • Posted

1) Who sees this post?​

Criteria (plain language):
(example: “All followers” / “Prospects in X role” / “People who watched last video”)

Exclude (if needed):

  • Customers
  • Already converted
  • Employees/internal
  • Sensitive audience / restricted topics
  • Other:

2) Purpose + Key takeaway​

Purpose (pick one):

  • Deliver / announce
  • Educate
  • Build trust (proof)
  • Handle objections
  • Reminder / nudge
  • Conversion push / next step

Key takeaway (1 sentence):
(If they only skim, what should they remember?)

3) Offer + CTA​

Primary CTA text:

CTA destination:

  • Link in post
  • Link in bio
  • Comment keyword (e.g., “comment GUIDE”)
  • DM prompt
  • No link (engagement-only)

CTA link + tracking (if applicable):

  • URL:
  • UTM:
  • Short link:

Why act now? (benefit + light urgency, if any)

Secondary CTA (optional):

4) Content plan (what you’ll say)​

Hook / opening angle: (first line / first 1–2 seconds)

3 key points (bullets):​

Proof to include (optional):

  • Testimonial
  • Short case example
  • Statistic
  • Logo/brand credibility
  • Demo/product proof
  • “What’s included” bullets

Paste proof line(s) if you have them:

Objection to address (optional):

5) Copy blocks (so it stays readable)​

Primary copy (final draft):​

If video: on-screen text (simple):

  • Line 1:
  • Line 2:
  • Line 3:

If carousel: slide plan (titles only):

  • Slide 1:
  • Slide 2:
  • Slide 3:
  • Slide 4:
  • Slide 5:

Hashtags (if used):​

Mentions / tags (if any):​

Alt text / accessibility note (if needed):​

6) Format + assets​

Format choice:

  • Text-only (fast + clear)
  • Static image
  • Carousel
  • Short video
  • Story
  • Live
  • Other:

Specs (fill what matters):

  • Aspect ratio: (9:16 / 4:5 / 1:1 / 16:9)
  • Video length (if video):
  • Thumbnail plan (if video):

Assets needed:

  • Image(s)
  • Video
  • B-roll
  • Screenshot(s)
  • Logo/brand template
  • Caption file (SRT)
  • Other:

Asset links (folder/files):

7) Community plan (comments/DMs)​

Pinned comment (if relevant):

Question to drive comments (optional):

Reply guidelines (1–2 lines you’ll reuse):

  • If someone asks “”: reply “”
  • If someone objects “”: reply “”

Escalation triggers (who/where):

  • Trigger:
  • Owner:

8) “Done” checklist (before scheduling/posting)​

  • Hook is clear in the first line / first 2 seconds
  • One main CTA (easy to find)
  • Easy to skim (short lines / bullets)
  • Links + tracking correct (if used)
  • Accessibility done (captions/alt text)
  • Correct format + safe margins
  • On-brand (voice + do/don’t rules)
  • Ready to respond after posting

9) Results (fill in after posting)​

24h metrics (pick what applies):

  • Views/Reach:
  • Likes:
  • Comments:
  • Shares:
  • Saves:
  • Clicks/CTR:
  • Conversions:

What worked / what didn’t (1–3 bullets):​

What we’ll do next: (repeat, tweak, or move on)