It’s that time of year when we’re all looking at our editorial calendars and asking: “Is what I planned in January still working?” And add new post ideas.
If your answer is that you need a refresh, here’s a return to basics.
Content pillars for focus
Content pillars are your core topic areas—usually 3-4 themes that establish your authority. As a communications consultant, mine include content marketing, business advice, editing and writing craft, and industry inspiration—tools, trends, and resources I’m testing.
If you’re in tech, your pillars might be: your specific niche/product, insights for users, and broader industry trends.
Newsy posts for engagement
Once you have your pillars, your first type of content will likely be newsy. This makes up about 60-70% of my posts. Reactions to industry developments, along with your expert take. Commentary on news or breakthroughs. Announcements or events. Your voice added to trending conversations, ideally before too many appear.
Evergreen posts for the quiet times
Evergreen content fills the remaining 30-40%. This might include industry primers and how-to guides. Company history pieces. Educational content that works any time of year.
Having the evergreen posts at the ready means I can maintain my posting schedule even in a quiet period (and maybe even get more engagement by digging in on a longstanding issue.
Why this works
Your newsy content shows you’re plugged into the industry. Evergreen content demonstrates expertise. Your content pillars ensure everything connects to your professional brand.
Plus, brainstorming is easier because you’re thinking within focused areas rather than staring at a blank calendar.
What’s your approach to creating engaging content?
I also share these blog posts on LinkedIn – visit https://www.linkedin.com/in/sbowness/ to connect with me there. Or hire me to write blog posts for you!
