Pick one goal for the month
Awareness, launch, education or sales. Not all four. The goal decides which posts are right, and makes it easy to say no to good ideas that do not fit right now.
Three themes, not ten
Choose three themes you can talk about for years: for a coffee roaster that might be the roasting, the people and the everyday rituals. Every post belongs to one theme. The reader gets recognition, and you stop running out of ideas.
A rhythm you can keep
Two good posts a week beat five half-good ones. Pick fixed days, and pick a format per day: Monday an image with a short caption, Thursday a small story. The rhythm is the plan; the rest is filling in.
Make it in batches
Set aside two hours and make all the posts for the next two weeks. Text and image in the same session, because they belong together. Schedule the publishing straight away, and the work is done before the week starts.
Look at the numbers, but not every day
Once a month: which posts got people to do something? Not likes, but clicks, replies, orders. Make more of that, and cut the theme that never delivers.
Template for one month
- Goal: [one word]
- Themes: [three]
- Rhythm: [days and formats]
- Weeks 1 to 4: two posts a week, theme and format decided, text and image made in one session
- Measure: [one thing you look at]
In Marshi
In Marshi you make the plan in one sentence: “Make a content plan for November with the launch as the goal”. Marshi writes the captions, draws the images in the brand's style and schedules the publishing, and you correct what needs correcting.
