In Short: Plan the baseline for your posts and fill in the gaps with daily content.
Sharing the work your company does in a natural, engaging way is an art. You want to be generous, funny, helpful but also not spend hours crafting content that might not move the needle in your business. Creating a content calendar helps your team plan out the framework for your consistent monthly content. You can still add posts on the fly but these fill in the gaps in your schedule. By implementing simple software to plan content copy, images, categories, publication dates and ensure approval of content, you’ll be organised and more likely to stay on-brand and in your social followers feeds (by being rewarded for consistent content by social networks).
As an example, Twitter’s Agency Playbook recommends: