Justin Welsh Content Matrix Planning

Map two core topics against six content styles to build a complete editorial calendar. This 45 minute framework based on the Justin Welsh content matrix turns broad themes into ready to schedule posts.

4 time blocks, 45 minutes in total.

Time blocks

Identify Core Topics and Subthemes: 10 min
Select two main domain topics and list four subthemes for each
Apply Content Archetypes: 10 min
Pair subthemes with actionable, analytical, and contrarian formats
Generate Specific Headlines: 15 min
Fill the matrix cells with concrete hooks and main takeaways
Queue Editorial Calendar: 10 min
Assign dates and transfer post ideas into your scheduling tool

About this routine

Solopreneur and creator Justin Welsh developed a structured system to eliminate writer's block and build a consistent publishing schedule. The Justin Welsh content matrix relies on a grid format that combines core expertise with varied content archetypes. By systematically pairing topics with specific presentation styles, creators produce dozens of high quality post ideas without starting from a blank page.

The process begins by picking two broad topics where you hold deep knowledge, such as solo business and digital marketing. You then divide each topic into four subthemes. Next, you map those subthemes across six content styles: actionable advice, analytical teardowns, contrarian opinions, personal stories, past mistakes, and visual or listicle breakdowns. Multiplying these elements creates a 48-cell matrix of distinct post angles.

During this 45 minute planning session, you flesh out matrix cells into specific headlines and place them directly into your editorial calendar. Batching content creation in this way keeps your messaging focused, avoids repetitive posts, and maintains a reliable publishing rhythm across social platforms.

Why this routine works

Eliminates writer's block by providing clear post structures
Creates a varied content mix across multiple media formats
Builds a full week or month of scheduled posts in one sitting
Ensures consistent messaging around your core areas of expertise

FAQ

What is the Justin Welsh content matrix?

It is a grid system that combines two core topics, eight subthemes, and six content archetypes to generate up to 48 unique social media post ideas quickly.

How long does content matrix planning take?

A focused matrix planning session takes 45 minutes, covering topic selection, idea generation, and editorial calendar queueing.

What are the six content styles in the matrix?

The six styles are actionable advice, analytical teardowns, contrarian perspectives, personal stories, past mistakes, and visual or listicle formats.

Sources

The Saturday Solopreneur: The Content Matrix System, Justin Welsh
How I Generate 15 Content Ideas in 30 Minutes, Justin Welsh