The document
A month of social, planned before the month starts
Twenty three pages of calendar, pillars and prompts. Each week is laid out day by day with the pillar it serves and the post that serves it, so the question on a Monday morning is which one to write rather than what to write about.
It covers four platforms separately, because a post that works on LinkedIn rarely works on Instagram and pretending otherwise is why most calendars get abandoned in week three.
What is inside
Seven pillars, four platforms, and a calendar that survives a busy week
A content calendar fails when it asks you to invent something every day. This one does the inventing in advance: every slot already names its pillar and its post type, so you are filling a brief rather than facing a blank page.
Identity
Who you are and who you are for. The posts that make a stranger able to describe your business to someone else.
Authority
The posts that show you know the work. Industry insight, how something actually gets done, what most people get wrong.
Proof
Testimonials, case studies, before and after. The slot most small businesses leave empty and then wonder why nobody enquires.
Offer
What you sell, said plainly. Rationed on purpose, because a feed that only sells stops being read.
Conversation
Polls, questions, replies and reposts. The posts that buy you reach rather than spend it.
Traffic and timeliness
Links back to your own pages, and the seasonal or newsworthy posts that only work in a particular week.
How it works
Pick the platform, then work the week
The calendar is built around four weekly grids, one per platform. Each row is a day, each column is what that day is for, and the prompts sit in the cells ready to be written against.
By the numbers
What you are getting
Before you ask
Questions people send us about this one
Do I have to post every day?
No, and the calendar is built to be cut down. Each pillar is marked with how often it needs to appear to do its job, so you can drop to three days a week by keeping the pillars that matter and losing the ones that do not.
Will this work if I am the only person posting?
That is who it is written for. The whole point of planning a month in advance is that writing five posts in one sitting takes far less of your week than writing one post on five separate days.
Can I use it for a client rather than my own business?
Yes. The pillars and the weekly structure are agency work in origin, and nothing in the document is specific to us. Swap the prompts for the client’s own subject matter and the calendar holds.
What about TikTok and YouTube?
Not covered here. Both need a production workflow rather than a posting calendar, and adding them would have made this document pretend to answer a question it does not. The seven pillars still apply if you want to adapt them.
