How to Create a 90-Day Content Plan for Your Interior Design Business
If you hear “90-day content plan” and immediately picture yourself spending three days inside a giant spreadsheet planning 90 Instagram posts, let’s clear something up right away.
You won’t need 90 original ideas or every caption written three months out. Nobody expects you to know what’s going up on November 17th at 10:42 a.m., either.
A good 90-day content plan is really a handful of decisions you make once and stop remaking every Monday morning.
Masix Media works only with home and design businesses. Most of the owners we talk to have beautiful work and more content ideas than they could ever post, and they still get stuck.
You have 4,000 photos on your phone. Three projects in progress. Fabric samples covering your desk. A client asking about lighting. An install happening Thursday.
And somehow you still open Instagram thinking:
What am I supposed to post today?
What’s missing in that moment is direction, and you can set it for the next 90 days in a couple of focused hours.
Here’s how.
Step 1: Decide What You Want Your Interior Design Business to Be Known For
Start here, ahead of any Reels, captions, or trending audio:
If someone followed your interior design business for the next three months, what are the 3 to 5 things you would want them to understand about you?
Beautiful design, great service, timeless spaces, and attention to detail are all lovely. Hundreds of designers could put those exact words in their bio.
Get more specific.
Maybe your list looks like this:
You specialize in incorporating antiques into fresh, livable homes.
Family homes with kids and a dog can still look polished, and you have the projects to prove it.
You think custom window treatments change a room more than almost any other detail.
Lighting is one of the first things you consider when designing a space.
You guide clients through new construction from the first floor plan to move-in day.
A list like this is your positioning, and every line on it can turn into content.
Here’s What It Looks Like in Real Life
Say you’re known for using antiques in rooms that still look current.
One idea like that could become:
3 reasons I almost always include something old in a new room
How I mix antiques with newer furniture
What I look for when sourcing antiques
An antique I used in a recent project and why
How to use an inherited piece you don’t know what to do with
The mistake people make when decorating around antiques
Behind the scenes at an antique market
Old versus new: where I prefer to use each
Why a room can feel too “new”
How antiques help a home feel collected over time
One thing you want to be known for just gave you ten pieces of content.
Free download: The Messaging Alignment Guide
Once you know what you want to be known for, check whether your website, social profiles, Google listing, and Houzz profile all say it. The free checklist goes platform by platform. Get the free Messaging Alignment Guide.
Step 2: Pull Content Ideas From Your Client Conversations
One of the easiest content-planning exercises we give clients starts with the last month. Jot down:
Questions clients asked you
Anything you explained more than once
A decision someone was nervous about
Misconceptions you corrected
Something a client almost bought until you helped them choose something better
Write down ten of them.
Maybe they sound like:
Does all of my wood need to match?
Is this rug too small?
Do all of my light fixtures need to be the same finish?
Is custom furniture actually worth it?
Can we keep something I already own?
Do I need window treatments in every room?
How high should I hang my curtains?
Where should I spend more during a renovation?
Can traditional furniture work in a newer home?
When should I hire a designer for a new build?
There’s your next batch of content.
Every question on that list came from someone who could hire you, and they already told you what they care about.
Step 3: Choose Four Content Pillars You Can Repeat
Here’s another spot where content gets harder than it needs to be.
Most interior design businesses can build a strong plan around four types of feed content, and nine pillars is more than anyone can keep up with.
1. Expertise
Expertise posts teach. Share the things you know because you’ve made these decisions hundreds of times.
Think:
Design mistakes
Measurements
Sourcing advice
Furniture placement
Materials
Lighting
Styling
Renovation decisions
Strong design opinions
Your audience should regularly finish one of your posts thinking, I never would have thought of that.
Short Reels work well here. For a starting point, try these 40 simple Reel ideas interior designers can film anytime.
2. Your Work and Process
Share projects while they’re still messy, because the process is content.
Show:
Site visits
Drawings
Samples
Selections
Installations
Before photos
Works in progress
Decisions you’re working through
Finished details
Then explain what people are looking at.
Why you picked the brass hardware over the black is usually more interesting than the photo itself.
3. Your Point of View
People remember designers who have opinions.
Think about:
Your beliefs about design
What you do differently from other designers
Where you refuse to compromise
Things homeowners overthink
What you wish every client knew on day one
If you specialize in timeless interiors, show those rooms and then talk about why you design that way.
4. Connection
People hire the person behind the portfolio, someone they’ll let into their home and trust with a big budget for months at a time.
Let them know you.
Your business account can stay a business account. Share small parts of your life now and then, like:
A day in your life
Something funny that happened at an install
What you’re sourcing this week
A market trip
Your current favorite design book
The reality of running a design business
Parts of family or everyday life you’re comfortable sharing
Step 4: Give Instagram Stories Their Own Strategy
Plan Stories as carefully as your feed. People usually find you through the feed and get to know you through Stories.
They’re also the most casual, personal spot on your account, and yes, the easiest place to sell.
Five designed Story graphics a day is overkill. A phone photo with a few sentences typed over it looks more natural anyway.
Plan your Stories around four buckets.
Behind the Scenes
Show what’s happening today.
A fabric spread, a site visit, your car full of samples, or a room halfway through installation.
Conversation
Ask people things with polls, question boxes, emoji sliders, and this-or-that choices. Find out which room they’re struggling with or which finish they’d pick.
Personal Connection
Show small pieces of real life.
Coffee on the way to a client meeting. Market travel. What you’re reading. The messy desk behind the beautiful project.
Selling
Yes, sell in Stories.
Remind people you have openings.
Explain your consultation service.
Talk about who your full-service design is for.
Answer a question about how someone starts working with you.
Share a testimonial and tell people how to inquire.
Your feed can go days without asking anyone to hire you when your Stories are asking a few times a week.
For more to pull from, grab our 50 Story ideas for interior designers and home brands.
Step 5: Pick a Posting Rhythm Based on Your Actual Life
Build your 90-day plan for the business you actually run. The imaginary version of you with eight uninterrupted hours every Friday for content doesn’t get a vote.
If three feed posts a week feels realistic, start there.
Over 13 weeks, which is roughly 90 days, three posts a week adds up to 39 feed posts.
Thirty-nine, out of the 90 you were dreading.
At four posts a week, you’d need about 52. And a few of those can reuse ideas you’ve already posted.
Suddenly 90 days looks a lot more manageable.
A simple rhythm might look like:
Monday: Educational or expertise content
Wednesday: Project or behind-the-scenes content
Friday: Point of view, connection, or a client question
Then fill in the rest of the week with Stories.
The exact schedule matters much less than choosing something you can maintain. If you’re torn on the number, we wrote more about how often interior designers and furniture stores should post.
Step 6: Fill an Idea Bank First, Then the Calendar
Staring at October 14th on a blank calendar and waiting for inspiration is a rough way to spend a morning.
Brainstorm first.
Create simple sections:
Expertise: 10 ideas
Client questions: 10 ideas
Projects and process: 8 ideas
Your point of view: 8 ideas
Connection: 5 ideas
Client questions get their own section here because they’re the easiest ideas to collect. Most of them will end up as Expertise posts.
You’ve just created 41 potential posts. Now assign them to your calendar.
It’s so much easier than brainstorming and scheduling at the exact same time. If a section comes up short, borrow from our list of 75 content ideas for interior designers, furniture stores, and home brands.
Example: Two Weeks of an Interior Designer’s Content Plan
Picture an interior designer known for timeless interiors, antiques, and family spaces that hold up to kids and dogs.
Week One
Monday: Expertise Reel
Hook: If your living room still feels unfinished, check these three things and hold off on buying more furniture.
Wednesday: Project Carousel
Share a current room in progress and explain one decision that completely changed the direction of the space.
Friday: Point-of-View Reel
Hook: I don’t think every beautiful room should look newly decorated.
Explain why you mix in older, collected pieces.
Stories throughout the week:
Monday: Poll asking which room followers struggle with most.
Wednesday: Casual clips from the project featured in the carousel.
Friday: Show an antique you’re considering and explain what you love about it.
Weekend: Mention that you’re booking upcoming design projects and share how to inquire.
Week Two
Monday: Client Question Reel
Hook: Do all of the wood finishes in your home actually need to match?
Wednesday: Behind the Scenes
Show fabric, wallpaper, or lighting selections for a current project and explain how you’re narrowing them down.
Friday: Connection
Share a casual look at what a real week as an interior designer looks like.
Stories throughout the week:
Show the selections that didn’t make the cut.
Ask followers which fabric they would choose.
Answer one frequently asked question on video.
Share a client testimonial.
Remind followers about one specific way they can work with you.
Every one of those posts comes from work already on your plate.
Take One Topic and Turn It Into Five Different Hooks
One strong topic can carry several posts when you come at it from different angles.
Let’s use antiques again.
Educational: 3 reasons I almost always bring something old into a new room.
Curiosity: The rooms that feel the most collected usually have one thing in common.
Opinion: One design rule I don’t follow when mixing antiques with newer pieces.
Problem-focused: If your room is beautiful but somehow feels a little too perfect, this might be what’s missing.
Behind the scenes: Come antique sourcing with me. Here’s what I’m actually looking for.
Same expertise. Five pieces of content.
For more on writing hooks, see what we learned after studying 1,000+ social media hooks.
Your Two-Hour 90-Day Content Planning Session
Block off two focused hours. A whole week or a retreat is more than this needs.
First 20 minutes: Write down the 3 to 5 things you want your business to become known for.
Next 30 minutes: List real client questions, objections, conversations, and problems.
Next 30 minutes: Turn those into ideas under your four content pillars.
Next 20 minutes: Choose a realistic feed and Stories rhythm. Decide what consistency looks like for your current schedule.
Final 20 minutes: Drop your strongest ideas across the next 13 weeks.
Captions and carousel designs can wait. Tomorrow morning, you’ll open Instagram knowing what goes up this week.
Quick Answers About 90-Day Content Plans
How many posts do I need for a 90-day content plan?
About 39 feed posts at three a week, or 52 at four a week, since 90 days is roughly 13 weeks. Stories fill in around them, and some posts can reuse ideas you’ve already covered.
What should interior designers post on Instagram?
Rotate four content pillars: expertise, your work and process, your point of view, and connection. Pull topics from the questions clients ask you, and use Stories for behind-the-scenes moments, polls, and direct invitations to work with you.
What’s the difference between a content plan and a content strategy?
A content strategy decides what you want to be known for and who you’re talking to. The plan turns those decisions into specific posts on specific days. We’ve covered the plan here, and our guide to content strategy for interior designers and furniture stores covers the strategy side.
When the Calendar Is the Easy Part
Sometimes the harder questions sit underneath the calendar:
Which 3 to 5 things do we want to be known for?
What makes us different from the other designers our clients are considering?
Where should our messaging put the emphasis?
Which platforms deserve our time right now?
What content supports where we want the business to go next?
How does all of it fit into one plan?
Questions like these are why we created The Visibility Blueprint™.
It starts with a questionnaire and a review of your website and priority platforms. Then we spend 90 minutes with you on your positioning, your ideal customer, and where to show up. You leave with a written 90-day roadmap covering the message to lead with, content pillars built from your customers’ questions, platform priorities, and a posting rhythm that fits the time you have, plus custom AI prompts for drafting content in your voice.
If you already have the direction and time is what’s short, our social media management plans handle the posting for you, starting at $500 a month.
Set the direction once, then spend the next 90 days showing up often enough that the clients you want remember exactly why they should call you.
Build your 90-day plan with us.
