🔄 Calendar Workflow
1. Setup (once) — ⚙️ Settings → Refresh → check your databases.
2. Pick a month — ← → arrows to navigate.
3. Pull — Fetches items for that month + undated items.
4. Score — 🎯 Score tab → upload CSVs → Score & Prioritize.
5. Export — Download scored JSONs + content suggestions + FAQ ideas.
📋 Data Collection Guide (for SEO team)
⚠ Pull content from Notion first (📅 Gantt → Pick month → Pull), then this guide auto-fills with the actual products and markets from your calendar.
⏱ Total time: ~15 min/month · When: First week of each month before content planning meeting
Products this month:
Target markets:
🔑 1. Ahrefs — Keywords Explorer ~5 min per market
→ app.ahrefs.com/keywords-explorer
1. Enter these seed keywords →
2. Select country:
—
one export per market
3. Click
"Matching terms" or
"Related terms"
4. Optional filters: KD < 40, Volume > 100
5.
Export → CSV
Required columns: Keyword, Volume, Keyword Difficulty, CPC, Traffic Potential, Parent Topic
💡 Tip: Do one broad export per product category, not per individual keyword.
📈 2. Google Search Console ~2 min per market
→ search.google.com/search-console
1. Select
primelicense.com property
2. Performance → Search results → Date:
Last 3 months
3. Add filter: Country =
4. Check all 4 metric boxes →
Export → CSV
Required columns: Query, Clicks, Impressions, CTR, Position
💡 Quick wins: Queries at position 4-20 with high impressions = the scorer flags these automatically.
❓ 3. AnswerThePublic ~3 min (3 free searches/day)
→ answerthepublic.com
1. Search these topics →
2. Language + country:
3. Click Search → scroll down →
Download CSV (green button)
Required columns: Keyword/Question, Type, Search Volume
Use for: GEO scoring + product page FAQ generation
💡 These questions become FAQ schema on product pages AND social content ideas.
📊 4. Google Trends ~3 min
→ trends.google.com/trends
1. Compare →
2. Region:
· Past 12 months
3. Click
⬇ download icon next to chart → CSV
Use for: Seasonal peaks = best publish date. Rising = prioritize now.
💡 Also check "Related queries" → Rising for emerging terms.
📋 5. Custom CSV (Semrush, Moz, SimilarWeb) optional
Semrush ·
Moz ·
SimilarWeb
Any CSV with keyword data. Scorer auto-detects: Keyword, Volume, Difficulty/KD, CPC, Position, Traffic
💡 Used as fallback when Ahrefs doesn't match a topic's keywords.
📱 6. Meta Business Suite — Social Performance ~5 min/month · NEW
→ business.facebook.com/insights/content
Instagram:
1. Go to Meta Business Suite → Insights → Content
2. Select
Instagram tab → Date range:
last full month (e.g. March 1–31 for April planning)
3. Click
Export (top right) → CSV
4. Upload the CSV to the
📱 Social slot above
Facebook: Same process, select
Facebook tab → Export → CSV
Required columns (auto-detected): Post type, Description/Title, Likes/Reactions, Saves, Comments, Shares, Reach, Views, Follows
💡 The scorer matches past post performance to current topics by keyword. A topic about "Office 2024" will find past Office carousel performance and use it to predict engagement. Without this CSV, scoring uses PrimeLicense benchmarks (12-month averages).
💡 Also export the Audience tab (CSV) for demographics — useful for validating target market alignment but not required for scoring.
📁 What Each CSV File Does
🔑 Ahrefs CSV — Tells the scorer how much search demand exists for your topics.
Feeds → SEO score (30%). Matches your product names against keyword volume, difficulty, and CPC. Without this, all topics get a flat 3/10 SEO score — no way to tell which topics have real demand.
📈 GSC CSV — Shows where you already rank and which queries users actually type.
Feeds → Gap score (15%) + Product Page FAQs. Identifies quick wins (position 4-20 = you're visible but not winning). Also generates FAQ suggestions from real search queries matched to products.
❓ ATP CSV — Contains real questions people ask about your products.
Feeds → GEO score (20%) + Product Page FAQs. Questions are matched to products and exported as FAQ schema suggestions. Also used to generate social content ideas (e.g. Carousel: "5 things people ask about Office 2024").
📊 Trends CSV — Reveals if demand is rising or falling right now.
Feeds → GEO boost (+0.5 to +1.5). Topics trending ≥80 get a score bump. Helps decide timing: publish rising topics now, save declining topics for evergreen. Without this, all topics are scored equally regardless of seasonality.
📋 Custom CSV — Backup keyword data from Semrush, Moz, etc.
Feeds → SEO fallback. Only used when Ahrefs CSV doesn't match a topic's keywords. No impact if Ahrefs already covers everything. Optional.
📱 Social CSV — Past post performance from Meta Business Suite.
Feeds → Social score (20%). Matches your new topics against similar past posts by keyword. A topic about "Office 2024" finds all past Office posts and calculates average likes, saves, and shares. High-performing past topics get a score boost. Without this CSV, scoring uses PrimeLicense's 12-month benchmarks (Carousel: 114 avg likes, Reel: 8.6 avg likes, Image: 60 avg likes) as baseline estimates. With the CSV, you get topic-specific predictions.
✍️ How to Write Notion Entries (So the Tool Works)
The tool is only as good as the data in Notion. Entries without a Product or Type field can't be scored or analyzed properly.
Title — Descriptive name of the post
Used for display + keyword matching fallback. Keep it descriptive: "Perché gli aggiornamenti di sistema sono importanti" is better than "Post aprile 3".
Product ⚠️ CRITICAL — The product name(s) this post is about
This is the primary field the scorer uses to match against Ahrefs, GSC, ATP, and Trends data. Use the product name as it appears in search: Office 2024, AutoCAD, Luminar Neo. Multiple products: separate with commas. If empty, the scorer falls back to the Title — much less accurate.
For Brand/Entertainment posts with no product: leave empty — that's correct. These posts don't need keyword matching.
Type ⚠️ REQUIRED — Content purpose category
Must be one of: Educational · Product · Entertainment · Reassurance · Compare&Choose · Testimonial · Brand. The content mix analysis (4-1-1) depends entirely on this field. Currently 35% of your calendar has no Type assigned.
Format ⚠️ REQUIRED — Visual format of the post
Must be one of: Carousel · Reel · Single image · Video. Do NOT use "UGC" as a format — UGC is a source (who creates the content), not a format. A customer video review = Format: Reel. A customer screenshot carousel = Format: Carousel.
Channel — Where this will be published
Comma-separated: Instagram, Facebook or Instagram, Facebook, LinkedIn. More channels = higher Platform score. If you also publish to blog/YouTube, include those.
Date — Publish date
Items without a date appear in the "📌 Unscheduled" section. They're still scored — just not placed on the Gantt timeline.
How different content types are scored:
● Product / Educational / Compare&Choose — Full 5-dimension scoring. All CSVs contribute. These benefit most from Ahrefs + GSC + ATP data.
● Reassurance / Testimonial — E-E-A-T and GEO checklists matter most. SEO data helps if there's a product keyword, but these posts are about trust, not traffic.
● Entertainment / Brand — SEO and Gap will be low (no product keywords to match) — this is normal and expected. These posts are scored on Platform fit and GEO signals. A Brand post scoring 4/10 total is fine — it serves a different purpose than an Educational post scoring 8/10.
✅ Good Notion entry example:
Title: Perché gli aggiornamenti di sistema sono importanti
Product: Windows 12 · Type: Educational · Format: Carousel · Channel: Instagram, Facebook
❌ Bad Notion entry example:
Title: Post aprile 3
Product: (empty) · Type: (empty) · Format: UGC · Channel: (empty)
→ Can't match any CSV data, mix analysis shows "Unassigned", format flagged for reclassification
🎯 6 Scoring Dimensions
SEO (20%) — Keyword volume + inverse difficulty + CPC commercial intent. Sources: Ahrefs CSV, Custom CSV (fallback).
GEO (15%) — AI citation readiness. Checklist (FAQ schema, original data, entity clarity, format, cross-platform) + ATP question matches + Google Trends seasonality boost.
E-E-A-T (15%) — Experience, original data, named author, authority backlinks, trust signals. Manual checklist — tick what applies per topic.
Gap (15%) — Position distance from #1 + CTR underperformance vs expected. Source: GSC CSV. Flags quick wins at position 4-20.
Platform (15%) — Multi-channel coverage (Blog, YouTube, Instagram, Facebook, Pinterest, LinkedIn, Klaviyo) + format type + distribution type.
Social (20%) — Engagement potential (content type × proven performance), format fit (Carousel 13× > Reel for engagement), retargeting value (ROAS-weighted product match), past post performance (from Meta CSV), and social checklist (conversation hook, comparison content, save-worthy, shareable, timely). Sources: Meta Business Suite CSV + PrimeLicense 12-month benchmarks.
Why Social scoring matters: Without it, brand-building content (comparisons, trust posts, tutorials) gets penalized because it has no SEO keyword match. But this is exactly the content that builds the warm retargeting audience — the flywheel that feeds paid ads. The Social dimension ensures "Office 2024 vs 365" carousels (17.8% ER) score appropriately even without Ahrefs volume data.
📐 Content Mix — The 4-1-1 Rule (Evidence-Based)
Industry standard: 80/20 rule (80% value, 20% promotional). More precisely the 4-1-1 rule: for every 6 posts, 4 = value, 1 = soft-sell, 1 = hard-sell. This tool checks your calendar against this ratio.
Sources: Hootsuite, Sprout Social Index 2025, Buffer research, FSE Digital
Value posts (~67%) — the engine that builds trust:
Educational ~25% — Software tips, how-to, tricks. Positions as experts.
Reassurance ~15% — "Is this legit?", security, license validity. Overcomes objections.
Entertainment ~15% — Memes, trends, relatable moments. Reach & engagement.
Compare&Choose ~12% — Version guides, vs competitors. Helps decide.
Soft-sell (~17%) — product without hard CTA:
Product ~17% — Feature highlights, walkthroughs. "Did you know Office can…"
Hard-sell (~17%) — direct social proof + CTA:
Testimonial ~10% — Customer reviews, UGC with ratings.
Brand ~6% — Behind-the-scenes, company values.
Format targets (Carousel-first strategy — validated by 12-month data):
Carousel ~50% ⚡ Med effort THE proven format. 114 avg likes vs 8.6 for Reels (13× better). 7.3 avg saves. 90% of all content-attributed follows. Tips, comparisons, reassurance, educational.
Reel ~25% 🔥 High effort Reach engine (91,987 total reach) but 0.5% ER. Only use for genuine utility (how-to in 15 sec), entertainment, or trending audio. MUST have hook in first 1.5 sec.
Single Image ~15% ✅ Low effort Brand moments, seasonal greetings, announcements. 60 avg likes, 5.1% ER — decent engagement at lowest production cost.
Video ~10% 🔥 High effort FB traffic engine (45 avg link clicks vs 14 for photos). Long-form tutorials. YouTube repurpose. Always include CTA + link.
📊 12-Month Platform-Specific Insights (Mar 2025 – Feb 2026):
Instagram: Carousels dominate every metric. 9 of top 10 posts are carousels. "Comparison/decision" content (Office A vs B) = 17.8% ER — the #1 engagement theme. Comments (0.4/post) and shares (0.8/post) are critically low → every caption needs a conversation hook.
Facebook: Photos drive reactions (60 avg), Videos drive traffic (45 avg link clicks). FB generates 2.7× more link clicks than IG (145.6K vs 53K). Timely/urgency content (Windows 10 end-of-support) drove the single highest-engagement month. Every FB video needs a clear CTA + link.
Audience: IG skews younger (35-44 peak, 28.7% men), FB skews older (45-54 peak, 22% men). Both ~88% male, 83-98% Italian. Top cities: Rome, Milan, Naples, Palermo, Turin.
⚠ UGC is a source, not a format. A customer video = Reel. A customer screenshot = Single Image. Track UGC as a tag in Notion, not as a format. The tool reclassifies "UGC" format items as needing a proper format assignment.
📊 12-Month Social Performance Report — How to Refresh
Quarterly
Current benchmarks: Feb 27, 2026 (data period: Mar 2025 – Feb 2026)
Next scheduled refresh: June 2026 (data period: Jun 2025 – May 2026)
3 months of Spring Sale campaign data will be included in the next refresh.
Step-by-step: How to produce the 12-month baseline report
1. Export from Meta Business Suite
Go to business.facebook.com → Insights → Content → Export.
Set date range to last 12 months. Export both:
• Facebook post performance (all columns selected)
• Instagram post performance (all columns selected)
Also export Page-level metrics (demographics, follower growth).
Save as: meta_fb_12month_[period].csv and meta_ig_12month_[period].csv
2. Calculate key metrics
From the exports, compute averages per format and per content type:
• By format: Avg likes, avg saves, avg shares, avg comments, engagement rate, total reach, content-attributed follows
• By content type: Avg total engagement, engagement rate, best-performing examples
• Format-type pairings: Which combinations perform best (e.g., Compare&Choose + Carousel)
• Platform comparison: IG vs FB for link clicks, reactions, reach
3. Update SOCIAL_BENCHMARKS in the tool
Open content-calendar-planner.html and update the SOCIAL_BENCHMARKS object (search for it in the JS):
• format_scores: Update based on new avg engagement per format
• type_engagement: Update based on new ER per content type
• format_fit: Update optimal pairings based on new data
Also update product_roas with latest Google Ads ROAS numbers.
Update the benchmark date in the header bar.
4. Update IDEAL_MIX and IDEAL_FMT if warranted
If the data shows a significant shift (e.g., Reels now outperform Carousels), adjust the target percentages.
The 4-1-1 ratio should stay stable. Format targets may change if production capacity or platform algorithms shift.
Persistent upload: When you upload a new 12-month Meta CSV in the Score tab, it replaces the previous one. The tool uses the latest upload for social scoring. CSVs are parsed in-browser and never leave your machine.
Refresh schedule:
✅ Feb 2026 — Done (Mar 2025 – Feb 2026)
⬜ Jun 2026 — Next (Jun 2025 – May 2026) — includes Spring Sale data
⬜ Sep 2026 — (Sep 2025 – Aug 2026)
⬜ Dec 2026 — (Dec 2025 – Nov 2026) — full year review