Short answer: plan a month around three or four content pillars, assign each weekday a format, and batch production into one recording day and one editing day per week. A small SaaS team can usually hold three to five posts a week per account. Fill the calendar from real support questions and product releases, not from a list of trends.
Pick your content pillars
| Pillar | What it covers | Source of ideas |
|---|---|---|
| Teach the job | Skills your users need, product optional | Support tickets, community questions |
| Show the product | Demos, features, release notes | Changelog, roadmap |
| Behind the build | Founder decisions, mistakes, launches | Founder notes |
| Proof | Customer clips, results with permission | Customer success team |
Most SaaS teams weight "teach the job" highest, since it is what new viewers watch. The weighting is a choice; revisit it after a month.
A four-week template
Assumptions: two accounts (brand and founder), four posts a week on the brand account, two on the founder account.
| Week | Mon | Tue | Wed | Thu | Fri |
|---|---|---|---|---|---|
| 1 | Brand: teach | Founder: build | Brand: demo | Brand: slideshow | Founder: take |
| 2 | Brand: teach | Founder: mistake | Brand: release | Brand: slideshow | Founder: answer |
| 3 | Brand: customer clip | Founder: build | Brand: demo | Brand: teach | Founder: take |
| 4 | Brand: teach | Founder: lesson | Brand: webinar clip | Brand: slideshow | Founder: recap |
Webinar clips come from the repurposing pipeline. Slideshows follow the carousel template.
Weekly production routine
| Day | Task | Time (assumed) |
|---|---|---|
| Monday | Pick 6 topics, write hooks | 45 min |
| Monday | Founder records 2–3 takes | 30 min |
| Tuesday | Screen-record demos | 60 min |
| Wednesday | Edit, captions, export 9:16 | 2–3 h |
| Thursday | Build slideshows | 60 min |
| Friday | Review numbers, fill next week | 30 min |
For hooks, see B2B video hooks.
Calendar columns worth keeping
Keep the calendar in a shared sheet with: date, account, platform, pillar, format, hook, file name, caption, link used, status (idea, draft, ready, scheduled, posted, uncertain), and a notes column for results. The "uncertain" status is worth having for any post you could not confirm went live.
Reviewing the month
At the end of each month, sort the posted rows by the signal you care about (profile visits, saves, tagged link clicks) and look at the top and bottom five. Ask three questions: which pillar did the best posts come from, which hooks held attention, and which formats were slow to produce for what they returned. Move one slot next month toward what worked, and drop one format that did not. Change one thing at a time so you can tell what made the difference; a structured version of this is in the experiments guide.
Keep the old calendars. After a quarter, they become the best idea bank you have, because a topic that worked once can usually be taught again from a new angle.
Launch months
A launch month replaces part of the template with launch content. Use the launch plan and keep at least one "teach the job" post a week so the feed does not become all announcement.
Scheduling the month with Farmero
Once the calendar is filled, Farmero can take the posts as scheduled cards per account and platform, posting from your iPhones at set times or within smart windows. Each post ends as posted, uncertain, or refused, which maps directly onto the status column. Reports can go to the Mac and optionally to Telegram or ntfy. See posting.
FAQ
How far ahead should a SaaS team plan?
A month of topics with a week of finished files ahead is a workable balance.
Should every platform get the same calendar?
The topics can match. Captions, timing and sometimes the cut should differ; see cross-posting guidance.
What if a trend comes up?
Leave one open slot a week for reactive posts.
How many content pillars is too many?
More than four usually spreads a small team too thin.