Content calendar template for agencies

Use client, date, time, network, format, working title, owner, status, approval, and asset link. Status is yours: draft, internal, client, locked. Approval is theirs: waiting, changes, yes. Do not merge those into one vague word like "in progress."

Color is optional. Meaning is not. A rainbow sheet that still cannot tell you who is blocked is a poster.

A Reel and a still cut from it are two rows if they publish separately. They can share an asset link. They should not share a status, because one can be approved while the other is still wrong.

Stories that ship as a sequence can be one row if they go out together and die together. The moment one frame is held back, split the row.

If the post says a number, a price, or a result, write the source beside it. Approval is also a check that you are allowed to say the sentence.

For Instagram, someone looks at the three-column sequence before a tile is locked and says whether the row still makes sense. That look is a step, not a vibe you hope the designer had.

Once a week, the owner of the client looks for empty days, missing yeses, and files that do not match the row. Everyone else does not need to attend.

When the sheet hurts, move the same columns into a real calendar. The columns should not change just because the interface did. There is no spreadsheet file on this page. Copy the columns into the tool you already trust.