content-calendar

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