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How to find the right topics to include in your monthly content calendar



Woman making notes on a calendar to create content later
Topics aligned with your content strategy will boost social engagement | Photo: Karolina Grabowska

Creating a monthly content calendar aligned with your business’ marketing strategy is one valuable step towards keeping your communication and sales targets trackable. This calendar will also help you know when posts will go live, which videos are performing well, and which content you should probably avoid spending time on in the future. But how do you find interesting topics to talk about in the first place? How to find the right topics to include in your monthly content calendar?

Another reason why you need to have an efficient content calendar – not random content scattered around or created and posted based on your mood – is that it takes a lot of time. The task of creating good content doesn’t end when you add your last image to a folder containing a month’s worth of posts to start scheduling ahead of time. Nor does it end when you spend a whole day painstakingly uploading content to a social media scheduler of your choice. Those working with digital content know that, besides the hard work that goes into creating content, there will be a vast amount of time you will have to allocate to interaction with your content once it is live. This includes answering questions, replying to comments left under your posts, and being engaging while still business-oriented.

I asked influencers and professionals in charge of creating large batches of content, in Europe and in the US, how they manage to find great topics to include in their monthly content calendars. And here is how they get inspired to come up with content that is both relevant and engaging.


Pinterest’s business tool for search terms

“One way to find interesting topics is to utilize Pinterest’s Business tools. For instance, I use Pinterest Trends to view the top U.S. search terms on Pinterest and find when those specific terms peak. I use these insights to find interesting topics and determine when the best time of year is to post that content. I also use Pinterest Predict, which uses data to predict trends that will occur in the future.”
Kathryn Schwab – Head of Content at


Have SEO in mind

“The way we find content ideas at our agency is by doing keyword research and having search engine optimization (SEO) always in mind. First, we find keywords and topics that our competitors are ranking for. We also want to choose keywords that we know we are able to rank for. Use Google autosuggest and ‘people also ask’, and These tools will tell you if people are interested in that particular topic. In just two hours of this research, you can get all your years’ worth of content ideas.”

Isabel Pak – Global Digital Marketer at


Go back in time

“One way to get interesting topics is to hop in your time machine and see what people were talking about one or two years ago. If you find that there’s been sustained interest in a topic, then go with it. It’s likely that people will be talking about it again. Add your own twist to the topic and VOILA!
Stephen Anfield – Freelance writer and a non-profit consultant.


Keep an eye on the competition

“I think the best way to find topics that you could potentially rank for (and should bother creating) is by seeing what your competitors are ranking for. You could use a tool like Ahrefs or SemRush for this. Once you input your domain into Ahrefs, for example, you go to ‘competing domains’ – which will include all the domains that are ranking for some of the keywords you are also ranking for.
You can ignore the keywords you are both ranking for and focus on the ones that only those domains on the list are ranking for. These keywords can give you tons of topic ideas that will help you rank on the first page of Google.”

Freya Kuka – Personal finance expert at


 Mailing lists can be useful to crowdsource interesting topics

“One of my favourite ways to develop content ideas is surveying my audiences. Reaching them on social media or using mailing lists to crowdsource the topics of interest is an invaluable method to align my content with the interest of the readers. When reaching out, it’s important to provoke some thoughts and direct your followers toward meaningful responses. So, you want to go deeper than just asking them what they think is a cool topic.”

Rebeca Sena – Architectural Marketing Consultant at


Search viral content at BuzzSumo

“One of the best ways to get content ideas is to use a tool like BuzzSumo. Enter in a keyword or topic and it will display the most viral content related to it. This includes social shares, backlinks, and other important metrics. Use this to understand what readers are interested in and create content based on that. Marketers can also spin the main topic into clusters and sub-topics for maximum efficiency.”

Carmine Mastropierro – Toronto copywriter and marketing consultant at


Ask around to create what people want

“My #1 hack for planning content and topic ideation is “asking the people” – what content are people looking for that’s related to your business? What questions are they asking? Using tools like, using the ‘People Also Asked’ section of the SERPs, and joining social media groups are great ways to learn what your market actually wants to know.”

Shonavee Simpson-Anderson – SEO Strategist at


Reddit and Facebook are your friends

“You can create content from discussions online, such as a blog post from lifehacks that uses your product. Crowdsourcing still works for content as long as it’s curated. And if the page of the client you are developing content for has a light tone, you can create memes to share on social media.

We usually create content calendars for clients in advance, but we’re not strict about which topics should be posted on a specific date; if there’s major news that’s related to our niche or our audience’s everyday life, we do adjust.”

Clara Buenconsejo – Digital Marketing Consultant at



The Häagen-Dazs Rose Project announces 50 nominees



Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project
Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project

Earlier this year, on International Women’s Day 2023, Häagen-Dazs launched ‘The Rose Project’, a global initiative with a $100,000 (USD) bursary grant inviting nominations to recognise unsung trailblazing women in honour of the brand’s female co-founder Rose Mattus. Yesterday, 23 November, on what would have been Rose Mattus’ birthday, Häagen-Dazs announced the top 50 #WomenWhoDontHoldBack nominees being shortlisted for their achievements and its five globally accomplished Häagen-Dazs Rose Project judges.

Over 2,500 applications were received for The Häagen-Dazs Rose Project putting forward pioneering efforts and societal contributions made by women across the globe. From these, 50 talented and inspirational women have been shortlisted and will be put forward to win one of five monetary grants of $20,000 (USD), which will be announced on International Women’s Day 2024, to continue their exceptional work, unleash their potential or give to a cause they are passionate about. The top 50 shortlist includes women from 17 countries hailing from across Europe, Asia, Africa & Middle East, Australia and the Americas.

The all-female judging panel from across the world has been handpicked for the final selection stage of The Häagen-Dazs Rose Project includes. UK-based author, broadcaster and philanthropist Katie Piper, fashion entrepreneur and advocate for women’s fertility issues, Velda Tan from Singapore and Spanish entrepreneur and creative director Inés Arroyo, are amongst the judges.

“International Women’s Day 2023 marked the launch of The Häagen-Dazs Rose Project to honour the legacy of our co-founder, Rose Mattus, and create a fund platform to provide opportunities to women across all fields around the world who are truly deserving of support and recognition. We were thrilled to receive thousands of nominations across countries and our #WomenWhoDontHoldBack Top 50 shortlist is a compelling and diverse mosaic of trailblazing female narratives that moved us and serve as an inspiration to women everywhere”, says Aurélie Lory, Häagen-Dazs spokesperson.

To find out more about the story of each entrepreneur shortlisted for The Häagen-Dazs Rose Project, visit:

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47% of women feel their workplace is not combatting inequality



Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 at the Altice Arena in Lisbon, Portugal
Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 | Photo: Eóin Noonan/Web Summit

The proportion of women who feel that their workplace is not taking appropriate measures to combat gender inequality has nearly doubled in a year, a new survey has revealed.

Web Summit, the world’s largest technology event taking place in Lisbon this week, has released its third annual State of Gender Equity in Tech report, which is based on a survey distributed among its women in tech community.

76.1 percent of respondents feel empowered to pursue and/or hold a leadership position; fewer respondents (41.8 %) feel the need to choose between family and career when compared to 2022 (50.4 %); and there is at least one woman in a senior management position in 80.4 percent of respondents’ companies, a similar proportion to last year (81.3%).

The survey found that 70.5 percent of respondents feel pressure to prove their worth compared to male counterparts, while 77.2 percent feel they need to work harder to prove themselves because of their gender.

Over three quarters of respondents (76.1 %) feel empowered to pursue and/or hold a leadership position. And almost half of respondents think that their workplace is not taking appropriate measures to combat gender inequality, increasing from 26 percent in 2022 to 47
percent in 2023.

“While it is encouraging to see progress in some areas, such as those feeling the need to choose between their family and career, there are also some deeply concerning trends within this report. Seeing an increase in those who report having experienced sexism in the workplace in the last year is disheartening in 2023. We hope that this kind of research can breed some positives, and that it will push workplaces – and women within these workplaces – to broach these topics and make progress in these areas,” said Carolyn Quinlan, VP of community at Web Summit.

Last year, 42 percent of attendees at Web Summit were women and 33 percent of speakers were women. In 2023 these numbers have slightly improved with 43 percent of attendees and 38 percent of speakers on stage being women this year.

The women in tech programme at this year’s Web Summit is at capacity, and the women in tech programme at Web Summit Rio 2023 reached capacity in record time.

The WebSummit 2023 is running from November 13th to 16th in Lisbon, Portugal.

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Krispy Kreme to give away free donuts on World Kindness Day



A box of Krispy Kreme donuts opened and with donuts inside
The company, founded in 1937, is giving away 60,000 free doughnuts around the world today | Photo: Clément Proust

American multinational doughnut company and coffeehouse chain, Krispy Kreme, is celebrating “World Kindness Day” today by distributing free donuts in the US and the UK.

The chain is giving away a box of a dozen glazed donuts for free with no purchase necessary. But only the first 500 guests that visit each participating Krispy Kreme US stores on “World Kindness Day”, Monday November 13th, will be able to get a free box of donuts.

Krispy Kreme often gives away free or discounted donuts to generate buzz on special occasions. The company, founded in 1937, traditionally gives out free donuts to customers on National Donut Day, celebrated on the first Friday of June of each year. And in July, a dozen of glazed donuts were sold for 86 cents to celebrate its 86th birthday.

Thousands of free donuts are also expected to be given away today across Krispy Kreme stores in the United Kingdom, with customers being encouraged to ask for the World Kindness Day offer. No purchase necessary.

The company, which operates in over 30 countries around the world, said it wants the brand associated with World Kindness Day to make “meaningful connections” with customers.

“World Kindness Day is an opportunity to make a positive difference by being generous,” Dave Skena, Krispy Kreme’s global chief brand officer, said in a release. “Simple gestures of caring and thanks, including sharing a sweet treat, is a great way to do that.”

Krispy Kreme said that it’s considering expanding a limited partnership it has with McDonald’s to sell more of its donuts at the latter’s location.

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