What should my content mix be?

The 70/20/10 rule: 70% educational/informational content (builds audience trust and organic traffic), 20% social proof and brand content (testimonials, case studies, team), 10% promotional (direct product/service promotion). Businesses that promote more than 20% of the time see declining engagement. Value-first content earns the right to sell.

What should my content mix be?

The 70/20/10 rule: 70% educational/informational content (builds audience trust and organic traffic), 20% social proof and brand content (testimonials, case studies, team), 10% promotional (direct product/service promotion). Businesses that promote more than 20% of the time see declining engagement. Value-first content earns the right to sell.

Content Marketing

Content Calendar Template: Plan 90 Days of Content

A practical content calendar framework and planning checklist for mapping out 90 days of blog posts, social media content, email campaigns, and video — ensuring consistent publishing across all channels without last-minute scrambles.

30 checklist itemsContent CalendarContent PlanningEditorial Calendar

The Complete Checklist

Define your 3–5 core content pillars (topic themes that align with business goals)

Map content pillars to buyer journey stages (awareness, consideration, conversion)

Determine publishing frequency per channel: blog (1–2x/week), social (3–5x/day), email (1–2x/week)

Identify all key dates for next 90 days: product launches, promotions, industry events, holidays

Audit top-performing content from last 6 months — these themes get more content

Conduct keyword research: find 10–15 target keywords for blog content this quarter

Map one primary keyword to each planned blog post

Plan 12–16 blog posts for the quarter (1 per week minimum)

Plan email newsletter topics for each week (aligned with blog or business calendar)

Plan 1 lead magnet or gated content piece per month

Plan social content by week: educational posts, promotional posts, engagement posts

Plan one major piece of original research or data publication per quarter

Identify 3–5 guest post opportunities for external publications this quarter

Schedule content review meetings: weekly check-in and monthly review

Assign content owner for each piece: writer, reviewer, publisher

Set content deadlines: write by, review by, publish by for each piece

Create brief template for each content type (blog brief, social brief, email brief)

Plan content repurposing: each blog post → social posts → email → short video

Build swipe file of topic ideas for inspiration (bookmark competitors, news sources)

Set up content idea intake process: Notion/Trello/Asana board for team submissions

Plan interviews or expert contributions for authority-building content

Schedule technical refresh of top 10 performing older posts during the quarter

Plan seasonal content 4–6 weeks ahead of key dates (Diwali, New Year, etc.)

Build content briefs for each planned piece with: keyword, intent, structure, word count target

Identify internal linking opportunities between planned new content and existing pages

Plan 1 quarterly survey or original data study for PR and backlink bait

Set up content performance review at end of quarter: what to keep, improve, stop

Document everything in shared editorial calendar (Google Sheets, Notion, Airtable)

Create SOPs for each content type so any team member can execute consistently

Review and update content calendar weekly — adjust based on performance data

Pro Tips

Build your content calendar around keyword clusters, not random topics — every piece should support a broader topic authority strategy

Create content in batches (write 4 posts in one day) rather than one at a time — dramatically improves consistency

The bottleneck is usually review and editing, not writing — build review time into the calendar explicitly

Reserve 20% of your calendar for reactive content — trending topics, industry news, breaking developments

Use Notion or Airtable for team content calendars — spreadsheets break down with multiple contributors

Frequently Asked Questions

90-day rolling calendar is the sweet spot — far enough to plan strategically, close enough to stay relevant. Plan the next 30 days in detail (full briefs and assignments), the following 30 days at topic level, and the final 30 days at theme level. Review and update the calendar weekly to refill the near-term pipeline and adjust based on performance.

Tool options by team size: Solo or small team: Notion (free, flexible, best for combining calendar + briefs + SOPs in one workspace), Google Sheets (simple, collaborative, easy to share). Growing marketing teams: Airtable (powerful relational database views for editorial calendars, multiple view types: calendar, kanban, grid), Trello or Asana (task-focused with calendar views). Agency or enterprise: Monday.com, ClickUp, or CoSchedule (built specifically for marketing editorial workflows). Key features to look for: calendar view, assignee tracking, status stages (draft/review/approved/scheduled/published), content type labels, and publishing date deadlines. Avoid over-engineering — a well-maintained Google Sheet beats a complex tool nobody uses.

Systematic content idea generation: (1) Google Search Console — check your "Queries" report for questions people are already searching and reaching your site with; create dedicated content for each high-impression low-CTR question query, (2) People Also Ask (PAA) boxes — search your primary keywords and document every PAA question as a potential FAQ or article, (3) Customer questions — collect every question asked in sales calls, support emails, and customer chats; each one is a content idea, (4) Competitor content gaps — use Ahrefs Content Gap tool to find keywords competitors rank for that you do not, (5) Reddit and Quora — search your topic to find real questions your audience is asking. Batch idea generation monthly: spend 60 minutes with these sources and fill your next 4–8 weeks of content.

Content repurposing multiplies output without proportional effort. Starting from one long-form blog post (1,500+ words): extract 5–10 key insights as individual LinkedIn posts, record a 5–10 minute YouTube video explaining the main concept, cut video into 3–5 short Reels or TikTok clips (key tips or quotes), turn the key stats into an infographic for Instagram/Pinterest, write a condensed email newsletter version, create a Twitter/X thread summarizing the main points. One high-quality research piece or comprehensive guide can fuel 3–4 weeks of content across all platforms with minimal additional effort. Repurposing also reinforces your authority by distributing the same expert insight across multiple channels and formats.

A content pillar is a comprehensive piece of content (usually 2,000–5,000+ words) that covers a broad topic area exhaustively, with multiple supporting cluster articles linking back to it. Example: a pillar page on "SEO for Small Businesses" links to cluster articles on "keyword research guide", "technical SEO checklist", "local SEO", and "link building". Pillar-cluster architecture helps SEO by: (1) Demonstrating topical authority to Google — a site with comprehensive coverage of a topic ranks better than one with isolated thin articles, (2) Creating strong internal linking structure that distributes PageRank across related pages, (3) Targeting both broad (pillar) and specific (cluster) search intents simultaneously. Build 3–5 content pillars aligned to your main service categories, then systematically create supporting cluster content.

Related Resources

SEO Services What is Content Marketing?

Free Consultation Available

Want Experts to Execute This for You?

Our team applies these frameworks to your business daily — so you get results without doing it yourself.

Book Free Consultation Talk to an Expert

No credit card required. Response within 2 business hours.

From Checklist to Results

Want Us to Execute This For You?

You have the checklist — now let our team run through it for your business. We audit, fix, and optimise so you can focus on running your business.

Full audit using every checklist item on your site

Prioritised fix list with effort and impact scores

Expert implementation of all recommendations

Response within 24 business hours

Get a Free Audit

We run the checklist on your business — completely free.