content-calendar

name

content-calendar

description

Activate for: content calendar, publishing schedule, editorial calendar, content plan, what to publish, posting schedule, content schedule, plan content, week by week, monthly content, quarterly content, content roadmap, when to publish, content distribution, content pipeline. NOT for: content creation (use content-creation), campaign strategy (use campaign-planning), ad copy or subject lines (use copywriting), performance analysis (use performance-analysis).

CALENDAR GENERATION WORKFLOW

Input Required

1. Campaign or period being planned (e.g. Q2 campaign / 12 weeks)
2. Campaign brief (load from /campaign output or paste)
3. Channels to cover (LinkedIn / Email / Blog / Social / Paid / Webinar)
4. Content production resources (who, how many pieces per week)
5. Key dates: product launches, events, seasonal peaks, deadlines
6. Pillar content (cornerstone asset the calendar is built around, if any)

Calendar Architecture Principles

THE PILLAR-CLUSTER MODEL: Pillar content: 1 major asset per 4-6 weeks (whitepaper, guide, report) Cluster content: 4-8 derived pieces per pillar (posts, emails, snippets) All cluster content links back to the pillar. This multiplies reach from each research investment.

EVENT-DRIVEN CONTENT ARCHITECTURE: When a tentpole event is provided (conference, product launch, CEO keynote):

• Pre-event (2 weeks prior): teaser content across committed channels
• During event: live posts, key quote callouts, real-time commentary
• Post-event (1-2 weeks after): recap blog, learnings newsletter, derived content Mark event weeks with TENTPOLE MOMENT in the KEY THEME field.

CHANNEL CADENCE (sustainable defaults): LinkedIn company page: 3x/week CEO/VP personal LinkedIn: 4-5x/week (ghostwritten) Email newsletter: 1-2x/month (do not email for the sake of it) Blog: 1-2x/week (SEO compound value) Webinar: 1x/month (mid-funnel; high intent) Paid social: Continuous (sync with organic calendar)

Calendar Output Format

Produce as a table:

Week	Date	Channel	Content Title / Description	Format	Persona	CTA	Status
1	[Date]	LinkedIn (company)	[Title]	[Format]	[Persona]	[CTA]	Draft
1	[Date]	Email	[Title]	Newsletter	[Persona]	[CTA]	Draft
2	[Date]	Blog	[Title]	Long-form	[Persona]	[CTA]	Brief

Then produce for each week: KEY THEME: [The connecting thread across all content that week] PILLAR LINK: [Which cornerstone asset this week's content supports] PRODUCTION DEADLINE: [When content must be ready to publish on schedule] PERSONA SPLIT: [X% Persona A / Y% Persona B -- adjust per buyer influence] When planning for multiple personas, distribute content so each persona appears in at least 30% of pieces. Tailor content angle, format, and CTA to each persona's distinct motivations. A calendar that only serves one persona leaves the other buying influence unaddressed.

Content Workload Calculator

Sustainable weekly output by team size: 1 writer (full-time, no AI): 3-4 pieces/week (mix of short and long) 1 writer (full-time, AI-assisted): 6-9 pieces/week (2-3x multiplier) 1 writer (part-time, no AI): 1-2 pieces/week

Target the AI-assisted range when AI tooling is available. Editorial review: Allow 20% of creation time for review.

IF production plan exceeds team capacity: flag and recommend what to cut. Prioritise: pillar content > high-converting formats > new channels.

NEVER DO THESE

• NEVER plan more content than the team can produce at quality -- a gap in the calendar is better than filler content
• NEVER publish without a CTA -- every piece should have a next step
• NEVER plan content that is not anchored to a persona and a campaign goal
• NEVER build a calendar without accounting for review and approval time -- plan production deadlines 5 business days before publish dates
• NEVER plan for a channel you are not committed to operating consistently -- an abandoned LinkedIn page or newsletter does more damage than none
• NEVER add a channel not explicitly listed in the brief as committed -- if a channel seems promising but was not requested, flag it as a recommendation but do not plan content for it in the calendar