Healthcare: patient education people can trust
A healthcare organisation needed content that answers real patient questions accurately and helps people find the right service, without overpromising.
Content calendars
Calendars that keep a brand publishing, every single week.
Consistency is the most underrated advantage in content. I build editorial calendars that balance search demand, seasonality, product launches and sales priorities, then run them so they actually hold. Some of my calendars cover a full year of daily publishing; others are focused 90 day sprints.
What this covers
Editorial planning
Topics, formats, owners and dates in one place.
Keyword-led topic maps
Every slot tied to a search intent and a cluster.
Multi-channel calendars
Blog, LinkedIn, Instagram, email and video planned together.
Seasonal and launch planning
Content timed to events, launches and buying cycles.
Workflow and status tracking
From idea to brief to draft to published.
Repurposing plans
One core piece turned into many channel-ready assets.
From a wide start to a sharp result
How my calendars work filters noise into outcomes, stage by stage.
- IdeasKeywords, launches, seasons and sales priorities.
- ThemesMonthly themes that tie the calendar together.
- Scheduled slotsEvery slot with an owner, a brief and a date.
- Consistent publishingA brand that shows up every week.
How I approach it
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1
Inputs
Goals, keywords, launches and audience insights.
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2
Plan
Themes by month, topics by week.
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3
Assign
Owners, deadlines and briefs for every slot.
-
4
Run and review
Weekly status, monthly performance review.
Work where I used this
EdTech and HR tech: connecting research to sign-ups
An education and HR technology business drew visitors with broad guides but struggled to move them to a sign-up, demo or consultation. I connected the journey end to end.
Fintech and wealth: education-first content that builds trust
A financial services brand wanted to educate prospects without sounding promotional. I built an education-first programme connecting articles, founder posts, newsletters and consultation pages.
Industries where I've applied it
- B2C
- Healthcare
- Stocks and currencies
- EdTech
- Gems and jewellery
- Real estate
- Project management software
- Travel and tourism
Curious how I'd apply this to your team? I'm always happy to compare notes.
Let's talkQuestions about calendars
The questions people ask me most, answered in a line or two.
Ask me something elseWhat does a content calendar include?
Topics, target keywords, formats, channels, owners, deadlines, status and links to briefs, planned by month and week.
Building a marketing team or planning your next growth push?
I enjoy talking about content, search, LinkedIn and automation with people who care about doing them well. Tell me what you are working on.