Choose three or four themes
Themes are the recurring subjects you can always write about: the work itself, common questions, the thinking behind your approach, and news or offers. Every piece of content belongs to one of them.
Pick a frequency you can sustain
Two posts a week held for a year beats daily posting abandoned in March. Choose the frequency you can keep during a busy month, not a quiet one.
Fill the grid theme-first
Assign themes to slots before you write topics. It stops the calendar filling up with four versions of the same idea.
Batch the production
Group similar pieces and produce them together. Switching between formats is where most of the time disappears.
Leave gaps on purpose
Keep a slot or two open each month for something timely. A completely full calendar becomes an obligation rather than a tool.
Where to take this next
If you would like this applied to your own business rather than read in the abstract, the marketing packages cover reviews, campaign planning, content plans and full strategies as fixed-scope pieces of work.