First, get clear on what you want to achieve and how you want to achieve it. There's so much noise out there, with countless people telling you what you do and don't need to do. Take a moment to sit down and think about what's actually necessary for your creative business. What platforms do you really need to be on? What marketing methods will genuinely help you reach your goals?
When it comes to posting frequency, start with what you can realistically manage right now. This can increase over time, but beginning with something small and achievable is key to building consistency. It might be once a week on Instagram or one email a month – that's perfectly fine. The goal is to establish a rhythm that you can maintain and build upon.
Think about what a sustainable content habit looks like for you. Consider whether you'll create content all at once or in stages. Some people prefer to dedicate one day to planning, another to outlining, and another to creating the actual content. Others might prefer to batch everything in a single day. There's no right or wrong approach – the key is finding what works with your creative flow and schedule.
Your content strategy should revolve around 3-5 core topics that you want to be known for. Think of these as your content pillars. For example, mine as a brand strategist focus on brand strategy, brand design, brand growth, and being creative. These pillars help your audience understand exactly what you're about and what expertise you bring to the table.
Under each of these pillars, you can create various categories of content. Let's use brand strategy as an example. You might share behind-the-scenes glimpses of your process, showcase detailed case studies, post work-in-progress updates, create educational content, and even share industry-related memes. The key is to vary your approach while staying true to your core topics.
When it comes to content types, think about what mediums you naturally gravitate toward. Do you shine on video? Are you more comfortable with written content? Perhaps you excel at creating visually striking photos or engaging audio content. Choose formats that not only suit your message but also play to your creative strengths.
Your content calendar doesn't need to be complicated. At its core, you need to know three things:
When it comes to tools, I've found several that work particularly well for content planning and scheduling. For overall content organisation, Notion has been invaluable - its calendar view connected to a database allows me to plan content and maintain a running list of ideas all in one place.
For social media scheduling, Metricool has become my go-to tool, especially since it allows posting to platforms like Threads along with other social networks.
If you're focusing on email marketing, Kit (formerly known as ConvertKit) offers excellent features for planning and scheduling your email content.
However, remember that the specific tool matters less than the system itself - whether you prefer these tools, other options like Asana, Airtable, Google Docs, or even a paper calendar with post-its, the key is consistency and accessibility. Set aside dedicated time for content creation and protect this time like you would any other important appointment.
Keep a running list of content ideas that you can pull from when it's time to plan. This prevents the dreaded blank-page syndrome and ensures you always have inspiration to draw from. Build flexibility into your schedule for timely content and unexpected opportunities, and always give yourself buffer time in case plans change.
Making content creation easier starts with smart organisation. Create a system for storing and cataloguing your content so you can easily find and repurpose it later. This might mean keeping folders of photos and videos on your phone, organising your written content in a database, or maintaining a library of graphics you can modify and reuse.
Templates are your friend when it comes to efficient content creation. Whether it's email templates for regular communications, social media graphic templates for consistent branding, or content format templates that you know work well with your audience, having these resources ready to go can significantly speed up your creation process.
One of the most valuable tips for content creation is to leverage your existing assets. That photo you took for your website? It might make a great Instagram post. The podcast you recorded? Consider turning key segments into social media clips. Think about how you can adapt and repurpose content across different platforms to get more value from everything you create.
Staying consistent doesn't mean running yourself into the ground. Create content buffers by scheduling posts in advance, so you're not constantly scrambling to find something to share. Pay attention to your energy levels and be honest about what's sustainable for you.
If you're feeling overwhelmed, it's okay to scale back. You might reduce your posting frequency, focus on fewer platforms, or simplify your content formats. The goal is to maintain a presence that serves both you and your audience without leading to burnout.
Regular review sessions are essential for maintaining a healthy content strategy. Whether weekly, monthly, or quarterly, take time to assess what's working and what isn't. Ask yourself:
Remember, content planning doesn't have to be complicated. Focus on clarity about what you want to achieve, create content around your core topics, maintain a simple calendar, streamline your creation process, and stay consistent without burning out.
The key is to create a system that works for you and your creative business – one that feels natural and sustainable rather than overwhelming and draining. Start small, build gradually, and adjust as needed. Your content strategy should support your creative work, not drain it!
Want to refine your strategy with fellow creatives? Join us in the Brand Your Passion Collective where we tackle these challenges together and share wins and solutions.
January 15, 2025