This is a simple framework I use for planning content that actually lasts, perfect for business owners or marketers constantly on the back foot trying to create new content or wondering where to start.

Try this easy plan for simple content production and keep it on repeat for a consistent output that resonates with your audience. By starting with one long-form article on your website you’ll be able to repurpose the same piece of content over and over with the benefits of it being evergreen, great for SEO, increasing your web traffic.

The best content comes from sharing what you’re genuinely good at, the things that you have expertise in will fascinate others, educate them and inspire them. Don’t be afraid to break subjects down into bitesize pieces for loyal followers as well as longer overviews that new followers will need to get a sense of what you do.

These examples include social media platforms Instagram, LinkedIn, Facebook and Pinterest. It’s absolutely fine if you don’t use all these, what’s most important is using what is best for reaching your customers and fits with the time you have.

1. Pillars

From your brand strategy, establish your brand pillars and use these as your content categories. Make a list of ideas for content under each category such as How-To’s, behind the scenes, deep knowledge dives, news, tips and sharing your processes.

2. Plan

Using a calendar, spread your categories out throughout each month at a frequency which realistically suits the resource you have and add any events such as national holidays, product launches, sales etc.

3. Article

Start each one as a blog, article or dedicated landing page to always ensure you are driving traffic to your website. The benefits to this are huge, drawing customers to your site for onward journeys as well as making you more discoverable through improved SEO. Include relevant keywords so the content works harder for your SEO.

4. Images

Accompany each piece with a selection of relevant images and/or graphics in your brand style that help paint the story you are telling and keep these the same throughout each repurposed piece.

5. Repurpose

From there, repurpose that original piece of content into smaller hooks across your channels: your homepage, newsletter, social posts, stories, or even podcasts. One article can easily turn into a week of posts if you break it into tips, quotes, and short takeaways.

There you have it – one solid article can easily turn into 10 pieces of content if you plan it well. The example below shows how the process has been used for the brand ‘Petal & Pine’ – a floristry business who create bouquets for small celebrations using both flower and foliage they home-grow.

If you still need help with creative direction or strategy for social media, see my Social Media Design page for more information.