Lesson 1 of 5
A content strategy on one page: pillars, formats, rhythm
What you post about, in what shape, and how often
The idea
Think of a cooking channel you like. You know what you'll get there: quick dinners, say, or baking. If it suddenly posted about cars, you'd leave. That focus is a content strategy, and yours fits on one page.
Your topics
Three to five topics are enough, and everything you post belongs to one of them. Take them from three places.
- 1
From the job
What your customers want to get done, from Module 1
- 2
From your difference
What only you can show, from Module 2
- 3
From the work
Proof: real jobs, behind the scenes, results
One topic, many posts
A year of ideas
Without a blank page
Topics
Three to five
Angles
A myth, a how-to, a story, a mistake
Formats
A carousel, a short video, an article
The studio builds this grid for you as a content matrix: six topics, six angles, ten formats.
A pace you can keep
A burst
- A post a day for three weeks
- Then silence
- You learn nothing
A steady pace
- A few posts a week, for a year
- Twenty minutes a week to check them
- Each month, keep what works
Today, with AI
Ideas and drafts aren't the hard part any more. Choosing is, and keeping going long enough to learn what works.
Feeds tend to favour accounts that post steadily about a clear subject, so a strategy matters more than before.
What AI does well
Filling a year of ideas from your topics, turning one idea into several formats, and keeping the calendar full.
Where it goes wrong
It will happily jump on every trend. Without topics, your feed becomes a pile of unrelated posts.
What stays yours
The topics, the lines you won't cross, and which ideas are worth your face and your time.
Check yourself
Do it in the studio
Try it here first
Your strategy on one page
Three topics, the formats you can make well, and a pace you could keep for a year.
Yours
Topics: {p1}; {p2}; {p3}. Formats: a week in thirty seconds, a fridge before and after. Pace: three short videos a week.
- 01
Open Social media → Instagram or TikTok and its Content matrix tab: six topics, six angles, ten formats, built free at set-up.
free - 02
Check the topics against yours. Change the words of any idea, or rename a topic.
free - 03
Put one square in the plan with Put it in Instagram's plan, or have it scripted with Write the Instagram script, 25 credits.
free - 04
For your article topic, open Articles → Ideas and press Brainstorm ten ideas.
20 credits
Done when Your topics, formats and pace fit on one page, and each of next week's posts belongs to a topic.
Go deeper
University courses on the same topic, if you want to go further.
Columbia Business School Executive Education
Digital Marketing, Module 2: Access and EngagementReaching the right customer, content that keeps them, and creative strategy
Harvard Business School Online
Digital Marketing Strategy and AI, Module 4: Owned and Earned Media in the AI EraYour own pages, what others say about you, and how to plan content