Local Content Calendar (12 Months)
In 30 days: a schedule you actually held, your own typical post (median reach and saves at day 7), the format that beats it, and a count of new customers who found you through social.
What’s Inside
- The Local Content Loop: Capture, Shape, Post, Judge
- A spreadsheet (Excel, Numbers, or import into Google Sheets) with 4 working sheets: Scorecard, Post log, 52-week Calendar, Topic bank
- A post log that works out your typical post, each format’s median and its score as you type
- A 52-week calendar with a seasonal angle per month, 4 slots a week, a Google post slot, a baseline row and 30 and 90 day look-backs
- 4 format scripts for local service work, beat by beat
- 4 caption formulas (Educate, Showcase, Connect, Offer)
- 60 topic prompts, sorted by the 5 places topics come from
- The Content Scorecard, the decision rules card, permission rules and the 10-minute end-of-day capture checklist
The Problem
Most owners who quit social media tried posting more first. Reach stayed flat, because more posts only multiply what each post already earns. And with no fair way to judge a post, every post looks like a flop the next morning.
The schedule is hygiene. The format and the reward are the lever. Change the post before you change how often you post.
The Local Content Loop
4 steps, run every week in about 30 minutes, plus a 10-minute capture at the end of each work day.
- CAPTURE: collect topics and footage from your real jobs and your customers’ real questions.
- SHAPE: turn each into a format you can repeat, with a hook and a reward.
- POST: publish on a schedule you can actually hold.
- JUDGE: measure every post at day 7 against your own typical post, then change the format before the schedule.
What’s in the Book
- Part 1, Quick win: your typical post in 15 minutes
- Part 2, Diagnosis: why posting more did not work
- Part 3, Shape: 4 formats you can repeat, and the ask ratio decision
- Part 4, Capture: the 5 topic sources, the customer question bank, ranking ideas 1 to 5, permission rules
- Part 5, Judge: day 7, the median, the format score, save rate and the enquiry chain
- Part 6, Post: the 30-minute week and the Google post slot
- Part 7: the 5 decision rules
- Then: 2 worked composites and 1 that went wrong, the Content Scorecard, metrics, 8 common mistakes and the 30 and 90 day look-back
From Part 1
Sort your last 10 posts’ reach from smallest to biggest and take the middle. Say 10 posts reached 120, 140, 150, 160, 170, 180, 190, 220, 300 and 900 people. The median is 175. The average is 253, because one post hit 900. Use the average and 8 of your 10 posts look like failures. They were not. They were normal. The median is the number every future post has to beat.
Who This Is For
The owner of a local service business (a mobile mechanic, a salon, a landscaper, a cleaner, a plumber) who has 30 minutes a week for social media, has tried posting more, and cannot tell which posts did anything.
Questions
Does it tell me how often to post?
No. It tells you to pick the schedule you can hold for 12 weeks, then shows you how to judge whether your posts are working. More posts do not fix a weak post.
Will it promise followers or customers?
No. There are no follower targets, engagement benchmarks or client results in it. You measure your own starting point and beat that.
Do I need to be good on camera?
No. The 4 formats run on what you already do all day: real jobs and real customer questions. A clear photo with a strong first line works too.
Which platforms does it cover?
Instagram and Facebook, with dated steps for finding each number, plus a pointer for Google Business Profile posts. The method works on any platform that shows you reach.
Read it in your library.
This is included with The Standard, along with every other guide in the library. Your monthly re-audit tells you which one to open next. $497 to start, $297/mo to keep it running. Cancel any month and keep everything.
See The Standard →Not sure yet? Take the free Bucket Audit or tell us what's broken.
