Companies post content to their websites, newsletters, and social media accounts based on social media metrics that indicate when posts receive the most engagement. This engagement varies by social media site, industry, content type (promotion, article, etc.), and the time of posting: post engagement varies by weekday and even time of day. A content calendar, then, is the scheduling of content publication to increase engagement and conversion.
Companies also schedule site maintenance on these calendars, to ensure they only occur during times of least engagement.
Other terms for content calendar include editorial calendar, social media posting schedule, and other variations of these. An editorial calendar, however, focuses on content planned for company-managed websites plus social media accounts. Social media content schedules, on the other hand, focus on social media posts, as the name indicates.
Nowadays, the abundance of data and the advances in Machine Learning and big data applications reduce the need for top-down segmentation of customers. Smart customer clustering based on many commonalities help companies better address customer needs to provide the right experience and divide resources efficiently.