When managing a content calendar, one of the biggest challenges marketers face is prioritizing what to publish. With endless ideas, campaigns, and seasonal opportunities, deciding what deserves your attention can quickly become overwhelming.
In this article, we’ll explore a structured approach to prioritize content topics, ensuring your calendar reflects strategic, timely, and high-impact posts.
Why Prioritization Matters
Without a clear prioritization strategy, you may:
Waste time on low-impact content
Miss seasonal or trending opportunities
Confuse your audience with inconsistent messaging
Struggle to meet content goals
Prioritizing content ensures that your team focuses on what matters most, helping you get the best return on time and effort.
Step 1: Identify Your Core Content Pillars
Start by defining the key themes or categories that represent your brand. These are your content pillars, such as:
Education/tutorials
Promotions
Testimonials or case studies
Behind-the-scenes
Industry trends or news
Every topic you consider should align with one of these pillars. If it doesn’t, it might not belong in your calendar.
Step 2: Define Your Goals
Ask yourself: What is the goal of my content this month or quarter?
Your goals might include:
Driving traffic to your website
Increasing engagement
Building brand authority
Generating leads
Educating your audience
Prioritize topics that directly support your current business or marketing objectives.
Step 3: Score Each Topic
Use a simple scoring system to evaluate each topic based on factors like:
Relevance to Audience (1–5)
Alignment with Business Goals (1–5)
Timeliness or Urgency (1–5)
Engagement Potential (1–5)
Ease of Creation (1–5)
Add the scores to rank each topic. The higher the total, the higher the priority.
Step 4: Consider Time Sensitivity
Some content is tied to specific dates or events:
Product launches
Holidays
Industry news
Seasonal promotions
These should be scheduled early in the planning process to avoid missing the window of relevance.
Step 5: Analyze Past Performance
Look at your past content to see what worked:
Which blog posts or social media content got the most clicks, likes, shares, or comments?
What types of content led to conversions?
Prioritize similar topics or formats, especially if they performed well recently.
Step 6: Listen to Your Audience
Sometimes, your audience tells you what they want—through comments, emails, or DMs. Other times, you’ll need to ask directly through:
Polls or surveys
Instagram Stories Q&A
Email feedback
Live sessions
If multiple users ask for the same topic, it’s probably worth moving up the calendar.
Step 7: Balance Evergreen and Timely Content
Not every piece has to be tied to a date. Blend:
Evergreen topics: Always relevant (e.g., “How to write engaging captions”)
Timely content: Event-specific or trend-based (e.g., “Social Media Tips for Black Friday”)
This mix helps you stay relevant and consistent.
Step 8: Leave Room for Flexibility
Even with a full calendar, it’s wise to leave some space for:
Last-minute opportunities
Trending topics
Newsjacking
Crisis communication
Don't overcrowd your calendar—build in breathing room.
Tips for Staying Organized
Use content calendar tools like Trello, Notion, or Google Sheets
Color-code based on topic type or priority
Add due dates and assign team members
Set review deadlines ahead of publishing
Staying organized makes it easier to manage and reshuffle priorities as needed.
Final Thoughts
Content prioritization isn’t about posting more—it’s about posting smarter. By following a structured process, you can ensure that every piece of content you produce serves a purpose, reaches the right people, and contributes to your business goals.
The more intentional your calendar is, the more successful your content strategy becomes.