How to Create & Schedule Impactful Social Media Content

Social media can feel overwhelming, especially when you’re already stretched supporting young people, managing staff, and keeping up with day-to-day operations. The good news is that you don’t need to post every day, or be on every platform, to make an impact.

This guide will walk you through how to create meaningful content and build a simple schedule that works for you.

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Step 1: Know Who You're Talking To

Before you post anything, get clear on who your content is for. For most organisations in education or care, your audience might include:

• Local authorities and referrers
• Parents and families
• Community partners
• Staff (current and future)
• Funders or stakeholders

Top Tip: Your content doesn’t need to speak to everyone at once. Rotate your focus depending on what you’re sharing.

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Step 2: Pick Your Pillars

Instead of starting from scratch each time, build your content around 3–5 core themes (also known as content pillars). For example:

• Behind the Scenes: Day-to-day life in your setting, team moments, setting up for activities
• Success Stories: Positive progress from young people (anonymised), milestones, feedback from families
• Values & Approach: What makes your provision or service different? Trauma-informed, therapeutic, vocational, etc.
• Opportunities: Recruitment, volunteering, referrals
• Awareness & Education: Industry news, tips for parents, relevant observance days (e.g. Mental Health Awareness Week)
  
  

Step 3: Make It Easy to Create

Content doesn’t need to be complicated. Here are simple formats that work well:

• Photos: A smile, a creative project, or your space in action
• Short videos: Staff introductions, daily routines, setting tours
• Quotes: From staff, young people, families
• Text posts: Updates, reflections, explaining what you do and why
• Graphics: Key stats, testimonials, upcoming events

Top tip: Use templates in Canva to make branded graphics you can reuse.

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Step 4: Plan Ahead (but Keep it Flexible)

Use a simple weekly plan to stay consistent without pressure. Here’s an example:

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‍Top tips:

• Use a content calendar (like Meta Business Suite or Hootsuite).
• Batch content in advance. Try to create 2–3 weeks' worth in one go if possible.

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Step 5: Schedule & Save Time

Use free or low-cost scheduling tools like:

• Meta Business Suite (for Facebook and Instagram)
• Hootsuite (for multi-platform)
• Canva Pro (design + scheduling)

Scheduling lets you stay visible even when you're busy and you can always hop on live if something spontaneous happens!

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Step 6: Show Up Consistently (Not Constantly)

You don’t need to go viral. You need to show up regularly with real, human content that reflects your work and values.

Consistency builds:

• Trust with stakeholders and families
• Recognition for future referrals and funding
• Confidence in your team and your culture
  
  

Final Thoughts

Social media doesn’t have to be perfect to be powerful. A simple photo, a kind word, or a glimpse behind the scenes can remind your audience why your work matters.

Need help building a content plan or templates? At Louise, we help care providers, educators, and charities create clear, consistent marketing that reflects the heart of their work.

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