Free takeaway: Editorial calendar and content brief template

Worked example to compare with: Content for a plumbing company

• Attract: a guide titled "What to do when a pipe freezes".
• Engage: a short video showing how to shut off the main valve.
• Convert: a button to book an inspection before winter.
• Keep: an annual maintenance reminder email.
• Result to look for: more calls from people who found the guide before they needed a plumber.

Worked example to compare with: Setting a goal for a cafe

• Goal: 50 new newsletter subscribers in 60 days.
• Content: a post called "Our 5 best brunch recipes" with a signup box.
• Measure: subscribers gained and which posts brought them.
• Result in the example: 38 subscribers, so the goal is not met.
• Adjustment: move the signup box higher and add a second recipe post.

Worked example to compare with: From customer question to post

• Question heard at the counter: "How often should I water a succulent?"
• Post: "How often to water succulents, by season" with a simple table.
• Share: in the newsletter and as a short social post.
• Check after a month: how many people read it and clicked to the shop.
• Update: add new photos and a section on indoor lighting.

Worked example to compare with: Turning a list into a visual

• Text version: seven steps to prepare a garden for winter in a long paragraph.
• Visual version: a one-page checklist with seven icons and short labels.
• Share: the checklist as an image and as a free download.
• Result to look for: more shares and saves than the text-only post.

Worked example to compare with: Planning a video for a bike shop

• Topic: how to fix a flat tire.
• Hook: "Flat tire? You can fix it in five minutes."
• Steps: remove the wheel, find the leak, patch, reinstall.
• Close: "Need a tube or a patch kit? Link below."
• Check: watch it with the sound off. Are the steps still clear from the captions?

Worked example to compare with: A 20-minute episode outline

• Topic: how a local baker handles a rush week.
• Intro: 0:00 to 0:30.
• Interview: 0:30 to 15:00, with three planned questions.
• Takeaway: 15:00 to 18:00.
• Call to action: 18:00 to 20:00.
• Check: one idea per episode keeps listeners with you.

Worked example to compare with: Repurposing one post

• Source: a 1,200-word post on caring for houseplants in winter.
• Email: a summary with a link.
• Social: three quote graphics and a carousel of the steps.
• Video: a 45-second tip.
• Result to look for: five pieces from one idea, each reaching a different audience.

Worked example to compare with: Designing for sharing

• Idea: a free "Plant Care Cheat Sheet".
• Make it shareable: a clean one-page image people can post.
• Make it joinable: ask followers to share their own plant photos with a hashtag.
• Result to look for: shares and tagged posts, not only views.
• Reminder: do not rely on a single viral hit. Build a steady rhythm.

Worked example to compare with: Choosing for a freelance designer

• Needs: own domain, portfolio pages and a blog.
• Rule out: a platform blog because the designer wants brand control.
• Choose: a hosted builder to start in a weekend, and plan a move later if needed.
• Check: make sure you can export your content so you are never locked in.

Worked example to compare with: Ten topics in ten minutes

• Customer questions: "How do I store coffee beans?" and "Grind size for a French press?"
• Search suggestions: type "coffee beans" and note the autocomplete.
• Objections: "Why is specialty coffee expensive?"
• Seasonal: "Iced coffee methods for summer".
• Choose three, one for each stage: learn, compare, buy.

Worked example to compare with: Writing the introduction

• Weak: "Coffee is one of the most popular drinks in the world."
• Strong: "Stale coffee ruins a good morning. Here are four ways to keep beans fresh for weeks."
• Why: the strong one names the problem and promises the answer.
• Check: delete your first paragraph. If the post still works, the first paragraph was not needed.

Worked example to compare with: Preparing an image

• Original: a 4 MB photo of a latte.
• Resize: to the width the page needs.
• Compress: to about 150 KB.
• Alt text: "A latte with leaf-shaped milk art on a wooden table."
• Result to look for: a faster page and a post that works for people using screen readers.

Worked example to compare with: Building a calendar

• List: three themes your audience cares about.
• Plan: one blog post, one email and four social posts a week.
• Assign: a person and a due date for each.
• Review: every Friday, check what was published and what performed.
• Result to look for: a steady rhythm for at least three months.

Worked example to compare with: A phone setup in 10 minutes

• Place: a desk by a window.
• Camera: a phone propped at eye level, shot horizontally or vertically depending on the platform.
• Sound: a small clip-on mic or a quiet room.
• Test: record ten seconds, watch and listen.
• Result to look for: clear, steady footage with easy-to-hear audio.

Worked example to compare with: A 15-second promo

• Frame 1 (3 s): "New this week".
• Frame 2 (5 s): the product with one benefit.
• Frame 3 (4 s): the price or offer.
• Frame 4 (3 s): the logo and a call to action.
• Check: captions on, readable at phone size, and the last frame stays long enough to read.

Worked example to compare with: Tightening a script

• Before: "In this video I am going to be talking about how you can fix a flat tire."
• After: "Flat tire? You can fix it in five minutes."
• Read aloud: cut anything that is hard to say.
• Result to look for: a shorter script that sounds like a person speaking.

Worked example to compare with: Choosing videos for a launch

• Awareness: a 60-second explainer.
• Consideration: a 5-minute tutorial.
• Decision: a short customer testimonial.
• Result to look for: each video does one job for one stage.

Worked example to compare with: Writing the title and description

• Weak title: "Video 12".
• Strong title: "How to fix a flat bike tire in 5 minutes".
• Description: the first two lines summarize the video, then add a link to the shop and timestamps.
• Thumbnail: a close-up of the tire with the words "5 minutes".
• Result to look for: a higher click rate from search and suggestions.

Worked example to compare with: Reading a drop-off

• Report: 40 percent of viewers leave in the first 15 seconds.
• Cause: a long logo animation before the content starts.
• Fix: cut the animation and start with the hook.
• Result to look for: higher average view duration on the next upload.