Reader, when you think of content pillars and content calendars, do you immediately clench and lose all creativity??
I see this ALL the time - people stick to the 'marketing shoulds' by using content pillars or forcing themselves to stick to a rigid content calendar and it ends up killing the creative process.
Here's what I recommend to the solopreneurs I work with who get stuck on the same exact thing...
Stop trying to create content inside the box.
Start by just creating content - freely, intuitively, when you actually have something to say. Then refine it after.
Here’s what I want you to try this week.
Instead of organizing your content around pillars, organize it around the stages of a marketing funnel.
The funnel stages include:
- Awareness (new people discovering you)
- Consideration (people getting to know and trust you)
- Conversion (people ready to buy)
Now, map out how often you want to hit each stage and the order to do it (remember to diversify and cycle through the stages).
You can do this in a simple list or a loose calendar - nothing complicated.
List Example:
- Awareness
- Awareness
- Consideration
- Conversion
- Awareness
- Consideration
- Conversion
That’s it. That’s your structure.
Then, when you sit down to create, don’t overthink it. Write the post you want to write. Say the thing that’s on your mind. Don't think at all about content pillars, calendars, funnels, etc.
After you’ve created it, come back and refer to your list and see what you need to post next.
Tweak it slightly so it meets the intention of the stage you need to hit.
That might look like:
- Adding more context for awareness
- Layering in authority or insight for consideration
- Strengthening the CTA for conversion
This approach gives you structure without suffocating your creativity. You’re sticking to a strategy, but you’re not forcing yourself into boxes that completely limit your creative process.
Try that this week and let me know how it goes!
Talk to you soon!
Berlyn
👋 let's stay connected on ig
