A weekly content plan should answer more than “what do I post tomorrow?” It should connect the material you have, the story you’re telling, and the next step you want your audience to take.
At OCG, we organize that work around a release brief: one small plan that travels with an idea from production to promotion and into the archive.
Start with the release, then plan its supporting posts
Choose one main release for the week. Write down the audience, theme, available assets, publication date, and destination. Confirm permissions for anyone featured and decide which assets belong on which channels before scheduling.
Then list a small set of supporting pieces: a behind-the-scenes moment, a personality post, a useful tip, and a release announcement. These should offer something of their own while belonging to the same story.
Use a simple weekly sequence
| Stage | What to do | Output |
|---|---|---|
| Plan | Review your assets and choose the release | One brief |
| Prepare | Edit, caption, and check links | Ready-to-schedule assets |
| Publish | Share the release and supporting posts | A connected audience journey |
| Review | Record results and useful feedback | Next week’s adjustments |
Adapt the sequence to your workload. A plan you can maintain is more useful than an ambitious calendar you abandon after three days.
Give each asset a clear role
Repurposing is more than reposting the same file everywhere. A short video might introduce the idea, a photo might show the process, and a longer post might explain the story. Tailor framing, captions, and format to the audience and the platform’s current rules.
Label assets with the release name, format, intended channel, approval status, and publication date. Keep originals separate from final exports so your assistant can find the right version without guessing.
Measure the release as a small campaign
Record production time, publishing completion, relevant engagement, destination visits where available, and attributable results. Separate what you can measure directly from what you are inferring. Don’t assume every sale that week came from one post.
Close the loop with your archive
After publication, note what was used, where it appeared, and what remains available. Add a short description and any reuse restrictions. Before selling older material in a new collection, check purchase history where possible and clearly describe what the collection includes.
Theme · audience · main asset · supporting assets · permissions · channels · date · next step · results · reuse notes. Keep these fields together in one document or content database.
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