Content · The calendar · Component
The cadence
How often the organisation publishes, per channel and per format — set at a level it can hold through a difficult quarter rather than at its best month.
The deliverable
What it is
Irregular publishing performs worse than infrequent publishing. An audience forms a habit around a rhythm it can rely on, and an abandoned schedule costs more credibility than a modest one earns.
Cadence belongs per channel and per format rather than as a single number. Weekly on one and quarterly on another is a coherent plan; “we publish weekly” usually is not.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The floor
The level that holds when everything else is going wrong.
3 attributes: Minimum per period · Reason · Status
Learn
Irregular beats nothing and loses to infrequent. Choose the rhythm you can hold when things go wrong.
The other components in the calendar
The plan
What is scheduled, when, and by whom — far enough ahead that production has time, close enough that it can still respond to what is happening.
LearnSeasonal moments
The fixed points in the audience’s year worth planning around, and how far ahead each is started — because everyone addresses the same moments and the earliest start wins.
Learn