Content plan, January to March 2027, Quarrymead Financial Advice
Content plan template with pillars, cadence and calendar
A content plan has to say what a business will publish, where and how often, who writes and approves it, and how anyone will know it is working. This five page plan for a four adviser financial practice sets four content pillars, a cadence across six channels, a 12 week calendar of 37 pieces, a compliance review rule and seven measures.
The document, page by page
Every page as it renders and as it prints, with nothing summarised. Read the wording before you reuse it.
Section by section
What each section is for, so you can keep the ones you need and drop the rest.
- Cover
- Executive cover with the practice, the quarter and the plan date.
- 1. Why the practice publishes
- The goal of 36 enquiries and four headline figures.
- 2. Content pillars
- Four pillars with the client question each answers, example topics and a share.
- 3. Cadence by channel
- Six channels with format, frequency, purpose and pieces adding to 37.
- 4. The 12 week calendar
- One row per Monday with article or newsletter, network post and video.
- 5 and 6. Roles and measures
- Who writes and reviews, the compliance rule and seven measures with targets.
How to adapt this document
First, replace the pillars with the four questions your own customers ask most, then set shares by how often each comes up. Second, size the cadence to the hours you really have; if that is two hours a week, keep the newsletter and one channel and drop the rest. Third, if your industry has no approval rule, keep a review step anyway, with a second reader checking facts and tone before anything is published.
What makes this document work
Pillars come from client questions
Each pillar answers a question clients ask in first meetings, such as "Do I have enough, and when can I stop?" for the retirement pillar, and carries a share of the calendar: 35%, 25%, 20% and 20%. Topics that do not answer a pillar's question do not get written.
The calendar is concrete and countable
Twelve rows, one per Monday from 4 January 2027, name every article, newsletter, network post and video. The cadence table adds to 37 pieces and explains which items, such as client stories and the year end checklist, travel inside other pieces so nothing is counted twice.
Compliance is a rule, not a hope
Nothing is published until the external compliance reviewer approves it in writing, drafts are due 5 working days ahead, and every piece is general information with no product names or past returns. For a regulated adviser, that callout matters more than any posting schedule.
Questions people ask
What are content pillars?
Content pillars are the three to five broad themes a business publishes about, each tied to something its audience wants to know. They keep a calendar focused and make it easier to plan topics months ahead. A good test is whether every pillar answers a real question customers ask, as each of the four pillars here does.
How often should a small business publish content?
As often as it can sustain at a good standard. One solid article every two weeks beats daily posts that stop after a month. Match the cadence to the hours available, which here is nine a week from a coordinator, and reuse each long piece across email, social posts and video so one idea serves several channels.
How far ahead should a content calendar be planned?
A quarter of 12 or 13 weeks is a common horizon: long enough to plan seminars, guides and seasonal topics, short enough to change course from results. Fix the topics for the quarter, leave room for timely items, and write the next quarter's plan from what the measures show worked best.
Do financial advisers need content approved before publishing?
In most places, marketing by financial advisers is regulated, and firms are expected to check that communications are fair, clear and not misleading before they go out. How that works depends on the country and the licensing arrangement, so confirm the rules with your licensee or regulator. This plan builds a written review step into every deadline.
Which content measures matter most for a service business?
Enquiries that name the content are the closest link to revenue, so lead with them. Supporting measures such as subscribers, open rates, guide downloads and seminar registrations show which formats earn attention. Judge formats by enquiries per hour of effort, then keep the best and drop the weakest each quarter, as this plan does in March.
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Sources
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