Shaun Whynacht shows how to build a 12-month content calendar around monthly themes based on your ideal client. Create one long-form pillar piece each month on your own platform, then splinter it into short social posts designed to drive people back to the hub. This system cuts overwhelm and keeps your audience traffic under your control.
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Are you finding it challenging to come up with different content for the different social platforms that you have for your business? Maybe you've got social media with Facebook and Instagram, you've got LinkedIn account, you're creating a blog, or maybe you had a podcast and you think, you know what, this is a lot to take on. You know, I don't know how people do it. I'm going to tell you in this video a great methodology to think about when it comes to your content creation. So here's what you need to do. You need to look at your business in a full 12-month period. Look at— you got 12 months, so you got 12 topics to come up with. So do some research, look at your avatar. Who are you trying to attract? Who's your ideal client? What are the top 12 things that would be very interesting for them from a topic standpoint? Okay, this is going to be your theme of the month. You're going to either do a podcast if you're doing podcasts on that, you're going to do a blog if you're doing blogs on that. That is your pillar piece of content. That is what you're where you're driving people to for that reason is, is that's where the endpoint is. Because on those platforms, whether it's on your website, which I strongly recommend, even if you've got a podcast, you want to drive them to your website on there because you can retarget, you can, you know, have other offers show up in there if you've got webinars popping up, all that kind of stuff, right? But the idea is you want to drive them to your own platform, right? You own that. That's where they want to go. Okay, so that's first thing is come up with that theme for the month. Write that pillar piece of content, record that pillar piece of content, whatever it is, right? Now, all of your other social platforms are going to make splintered content based off of that theme. So whatever that theme is, think about other micro sub-content that you could do, other specific elements you could talk about, right? Single laser focus, short, concise, but very valuable and builds on a level of curiosity. The end goal of that is to also then drive them back to that pillar piece of content. So now you don't have to think about what should I be doing on Instagram? What should I be doing on Facebook? What should I be doing on LinkedIn? Right? You know what you should be doing. This is the topic. This is the topic of the month that we're going to talk about. And we're going to talk about it in a million different ways. I guarantee if you spend the time to sit down and think about the topic at hand, there are literally at least 50 probably different things you could talk about on that topic. 50 different ways that you can actually, you know, build curiosity, speak about it, bring a fact, whatever. Maybe there's a quote, there's parallel content, whatever it is. But the ultimate goal again is back to your pillar piece of content. If you do that, you're going to save yourself a lot of headache and you're going to be able to have a great library of content coming out each and every month around that specific content.
