Pillars & cadence
What we post, how often, and why. Content pillars keep the channel coherent; cadence keeps it alive without burning the team out.
Outline — to be filled. Structure agreed; a full posting calendar gets set with the firm in a later pass. The pillar mix below is seeded from Stage 1 of the Video Pipeline — every new video idea should map to one of these before it's packaged.
Content pillars
The recurring themes — each tied to an "unfair advantage" this firm actually has, not a generic content-creator angle (see packaging & pillars for the full framework).
| Pillar | Share of calendar | Example |
|---|---|---|
| Probate education | ~50% — the depth play | Probate, Plainly series (The Name, Deadlines, Executor, Skip Probate) |
| Myth vs. reality | ~20% — the discovery play | "Does It Even Go Through Probate?" |
| Attorney spotlights | ~15% — authority | Attorney-led segments, client-question Q&A |
| Community & firm news | ~15% — the community play | Firm updates, local event recaps |
Cadence by channel
Target frequency for LinkedIn vs. YouTube, the realistic minimum to stay relevant, and how a single piece of long-form video gets atomized into LinkedIn posts.
Hashtags & CTAs
Standing hashtag sets per pillar, the approved calls-to-action (consultation, newsletter, resource download), and link conventions.
Series & campaigns
Repeatable named series (e.g. a weekly explainer), how a campaign spans both channels, and the naming / tagging that keeps it trackable.