---
title: Blog Calendar & Content Strategy
type: article
created: '2026-03-18'
updated: '2026-03-18'
source_docs:
- raw/2026-03-18-asymmetric-marketing-call-130846045.md
tags:
- content-marketing
- seo
- blog
- asymmetric-marketing
- de-indexing
- surfer-seo
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Blog Calendar & Content Strategy

## Overview

Asymmetric Marketing runs a structured blog calendar producing 3–4 posts per month, organized across three content pillars. The program is active and producing content, but faces a backlog of AI-generated posts that were de-indexed by Google due to poor optimization quality. Recovery of that existing content is now a priority alongside new production.

This pattern — publishing AI-generated content at volume without proper optimization, then losing search visibility — is a common pitfall worth documenting as a general lesson. See [[wiki/knowledge/seo/ai-content-deindexing-risk]] for broader context.

---

## Content Calendar Structure

Posts are divided across three recurring topic categories:

| Pillar | Frequency | Focus |
|---|---|---|
| General / Brand | 1–2 per month | Asymmetric-specific topics: growth marketing, AEO, industry trends |
| Environmental Services | 1 per month | Targeted content for environmental services vertical |
| Food & Beverage | 1 per month | Targeted content for F&B vertical |

This structure supports both brand authority and the ABM campaigns targeting those two verticals. See [[wiki/clients/asymmetric-marketing/abm-email-sequences]] for how content aligns with outbound sequences.

---

## Current Status (as of 2026-03-18)

- Blog calendar is **active and built out**
- First three posts have been written and are **ready for publication** (pending upload to WordPress)
- Raphael is responsible for adding posts to the site

---

## SEO Issue: De-indexed AI Content

### Problem

A significant portion of Asymmetric's existing blog archive was generated with AI and published without proper SEO optimization. Google stopped indexing these posts, contributing to a measurable decline in organic traffic. The site currently shows:

- **DR 55** domain rating
- **227 organic keywords**
- **5,900 visitors** — but traffic is trending down
- Many posts not appearing in search results at all

> "A lot of the blog posts that we made with AI — eventually Google just stopped indexing them. They weren't done properly, we were just trying to hurry."
> — Mark Hope

### Recovery Plan

Each de-indexed post should be:
1. Reviewed and refreshed in **Surfer SEO**
2. Updated for quality, relevance, and proper keyword targeting
3. Submitted for **re-indexing** via Google Search Console

**Owner:** Gavin (tasked with updating and refreshing all existing Asymmetric blog content)

This is a good candidate for a repeatable content audit workflow. See [[wiki/knowledge/seo/content-refresh-reindexing-workflow]] if that article exists.

---

## Website Consideration

The blog content lives on the current **Beaver Builder** site. A full rebuild to Elementor was considered but **canceled** due to the risk of losing SEO value from 100+ blog posts and their internal link structure.

Decision: refresh key pages (homepage, about, etc.) within the existing Beaver Builder environment, preserving all existing URLs and content.

See [[wiki/clients/asymmetric-marketing/website-strategy-pivot]] for full context on that decision.

---

## Key Decisions

- **Stick with current CMS** — migrating 100+ posts to a new platform risks losing internal links, domain authority, and indexed content
- **Prioritize content recovery** over net-new volume until de-indexed posts are rehabilitated
- **Gavin owns the refresh task** — update all existing posts in Surfer, then request re-indexing

---

## Action Items

| Owner | Task | Status |
|---|---|---|
| Raphael | Publish first three blog posts to WordPress | Pending |
| Gavin | Audit and refresh all existing Asymmetric blog posts; request re-indexing | Assigned |
| Avoke | Identify high-performing existing posts via Search Console to prioritize refresh order | Suggested |
| Melissa | Notify Eshak to work from current Beaver Builder staging environment | Pending |

---

## Related

- [[wiki/clients/asymmetric-marketing/_index]]
- [[wiki/clients/asymmetric-marketing/website-strategy-pivot]]
- [[wiki/clients/asymmetric-marketing/abm-email-sequences]]
- [[wiki/knowledge/seo/ai-content-deindexing-risk]]