It’s important to post on social media regularly to grow and maintain an audience. When scheduling content you should also consult other teams within the company to determine whether there are any events, announcements or campaigns that you will need to post about. The earlier you have your creative assets (images, videos, copy), the easier it will be to create your content calendar. Something else to consider is that sharing content doesn’t mean that it only needs to be related to your own brand. Rather, it can include user-generated content or content from a non-competitor that would be of value or interest to your audience.