Develop a robust editorial calendar using Content Pillars.
The most challenging part of being a solopreneur content creator isn’t generating new ideas…
Nope.
The most significant content creation challenge for a one-person band is consistently developing new ideas and having a surefire way to publish them.
The best way to organize your ideas to publish compelling content includes creating an editorial calendar using Content Pillars.
Content Pillars provide the foundation of your content strategy and are essential to organizing your ideas and publishing values-aligned content that attracts, retains, and converts your readers.
An effective editorial calendar ensures your posts are consistent, align with your brand goals, and publish on a set schedule.
When I first started blogging professionally in 2007, I devised a content creation strategy to guide the content team for my digital magazine, Modern Hippie Mag. Attempting to plan, write, and publish daily content on the fly would have been chaotic, so we planned our editorial calendar monthly.
Since then, I’ve made considerable progress in understanding how to create compelling and values-aligned content strategies, including creating an editorial planner using Content Pillars.
An effective editorial calendar ensures your posts are consistent, align with your brand goals, and publish on a set schedule.
Of course, holidays and world events could disrupt your plan, but using Content Pillars to create an editorial calendar with a clear distribution schedule will help you adjust as needed.
Additionally, you’ll have a surplus of ideas for your content bank, so you always have things to share with your readers.
How to get started with creating an editorial planner:
The first step to building an editorial planner is to define your Content Pillars -the main topics you’ll write about and share with your audience.
What are Content Pillars?
Content Pillars help you determine the Purpose or Intention of your content (i.e., What do you hope to accomplish for your audience and your business?)
Step #1 — Define Your Content Pillars
How? Determine your content goals. Will your content:
So, here’s another way to think about your content pillars: What are your content goals?
Content Pillars = Content Goals
Step #2 — Determine Your Content’s Intention
Consider how your content fulfills your Content Goals.
Using the above Content Pillars as guides, let’s see how you could accomplish your Content Goals in the following examples:
1. Inform: Authority Building
- Social media posts
- In-person or Virtual Events
- Partner Collaborations
- Media Features: Video or Podcast Interviews
2. Educate: Guide & Teach
- Informational Blog Posts
- How-to Videos or Tutorials
- Webinars
3. Inspire: Share & Motivate
- Inspirational or Positive Mindset Quotes
- Your Founder or Business Origin Story
4. Support: Provide Value
- A Subscription-based Newsletter
- Courses
- Digital Products
- Services
5. Engage: Community Building
- Create a Membership or Community
- Fan or Client Spotlights
- Blog, Video, or Podcast Interview Series
6. Motivate: Build Brand Awareness
- Share your Brand Story: Mission, Vision, Values-Your compelling “Why”
- Share Team Member Stories
- Share Behind-the-Scenes Insider-Only Access
7. Entertain: Spread Joy
- Feel-good Quotes & Posts
- Relatable & humorous memes, videos, posts
📌 How are content themes different from content pillars?
Content Themes = Your Signature/Foundational Topics.
Think of content themes or categories (or Your Signature/Foundational Topics)for what you share (e.g., blog posts, newsletters, social media posts, etc.).
The Content Pillars are why you share, the purpose/intent of your content, and what you want your readers to do with it.
Step #3: Determine your content distribution channels.
Always publish your content on your blog first! Your blog is your internet corner, not subject to iffy algorithms. Unlike social media platforms, you have total control of your blog.
Other effective distribution outlets:
- collaborations or guest blog posts with other thought leaders
- a monthly newsletter to your subscribers
- business networking sites like LinkedIn
- your Google Business Profile or Google Web Stories
- a Slack group or other niche community
Here are more content creation and distribution elements to consider:
Also, consider the following seven key actions for your content distribution. Namely, your content should aim to:
- Build trust
- Stir emotion
- Be relatable
- Build loyalty
- Be authentic
- Show authority
- Create connection and familiarity
But how about generating new content ideas?
An editorial calendar is also a great way to discover how to repurpose content for other channels and platforms, like editing an old email blast with revised information for a social or LinkedIn post.
Mixing up the formats for repurposed content (e.g., text, video, carousel graphics, images, and infographics) allows you to stay consistent with your brand voice to build brand awareness and loyalty.
💡 PRO-TIP Content Creation Idea: Evergreen “Attributes”
Even best-laid plans feel rote after a while. When you feel like your content has grown stale, consider tossing in some evergreen “attribute” content (i.e., content that’s unique about you).
- Your gender: What’s it like being a woman or man in your industry?
- Your ethnicity: What’s your experience being an XYZ woman or man in your industry?
- Birthplace & background: Where were you born? Where did you grow up, and how did that shape you personally and professionally?
Your readers will appreciate learning about your backstory and getting a behind-the-scenes look at your life and personal perspectives. After all, sharing authentic content is an ongoing trend.
Summary:
Using Content Pillars to plan your content strategy and create an editorial calendar ensures your posts align with your brand values and business goals.
💡 PRO-TIP: Rock your content with a customizable multi-purpose content planner template. Grab one [here].
You’ll also benefit from having a wealth of ideas, so you always have compelling, value-aligned content to engage and convert readers into loyal supporters and clients.
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This post was originally published on the Copy Matters blog on January 22, 2024.
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About the Author:
Jasmine (Jae) Hermann is an award-winning storyteller, +20 years veteran content strategist, and copy editor. She partners with wellness providers, marketing agencies, and nonprofit managers to help them clarify and perfect their digital marketing. Jae also passionately champions women entrepreneurs to embrace their creative storytelling confidence in Boss Squad—a membership community for women leaders. Get her free tips to become a more confident creator in the Boss Creator Bulletin.
