How to Create a Monthly Column for Your Website
Learn how to plan, structure, and promote a recurring content column that builds trust, improves SEO, and supports long-term content strategy.
The editorial on W+M’s daily composition and presentation of the marketing column.
Hello,
As I write this final entry marking the end of the first year of our monthly column, #ItSAMarketingThing, I can’t help but feel a touch of nostalgia. Twelve months, twelve articles… and now, a pause. Is this the end of the series on content strategies for startups? Will it evolve into something new? Or slowly fade away into the digital void, like so many editorial projects before it?
In a world where content is often judged solely by its early performance, it’s easy to abandon something with real potential. And yet, writing a column is a long-term endeavor. Much like crafting a novel or building a multi-chapter project, it requires vision, consistency, and preparation.
This article is a look behind the scenes at how this column came to life. A way to share the process, and perhaps to inspire you to start your own. Because while content may come and go… a well-crafted column leaves a lasting mark.
In this article:
Explore the behind-the-scenes of our monthly column, #ItSAMarketingThing
Discover why having a clear editorial line is key to building trust
Get inspired by our method to launch your own recurring content series
MusicScore: There are two certainties in the life of this webmaster. He enjoys writing and publishing articles, and will never forget the moment he first heard this song from Janet Jackson - Control.
Listen to the MusicScores complete list on YouTube! Boast the Music at Work!
What Is a Column?
A column is a series of articles connected by a common theme, published at regular intervals (e.g., monthly). It helps you build trust with your readers, position yourself as an expert, and structure your publications with a clear editorial focus.
Why Start a Monthly Column When Launching a Blog?
Creating a column allows you to:
Follow a structured publishing rhythm without needing fresh inspiration every week
Give your blog a clear sense of direction
Attract loyal readers who recognize your tone, style, and expertise
Improve your search engine ranking through repeated focus on related topics
And over time, repurpose your content into digital products (white papers, guides, training resources)
Welcome to the world of writing :)
Writing a Recurring Column Starts with Preparation
As you've probably gathered by now, writing a recurring series of posts starts with one key ingredient: preparation. A clear organizational structure allows you to publish consistently, without stress—and with enjoyment.
Deciding to Publish Monthly Content
Producing and publishing a monthly column doesn't happen overnight. This kind of decision is built on years of training, professional experience, and editorial trial and error. Creating a digital magazine requires time, communication skills, web programming knowledge, content strategy—and a genuine passion for publishing.
Investing your time, money, and creative energy in a series of articles can be risky without a solid plan. A poorly prepared column may go unnoticed… or worse, damage your professional credibility.
Whether or not artificial intelligence is part of your process, publishing content means doing your homework: market research, niche selection, competitor analysis (both local and international), and a realistic understanding of your production capacity.
Testing and Structuring Your Editorial Direction
Whether you're writing solo or for a business, planning your topics in advance is essential. It not only supports editorial consistency but also streamlines advertising outreach—because your potential partners will eventually ask for your publishing calendar. It's a strategic and operational tool all at once.
At W+M, while the current structure was launched in 2024, the groundwork dates back to 2016 under the Jeff Maheux brand. Over the years, we’ve tested many editorial approaches, identifying which topics resonate and which ones fall flat. That experience laid the foundation for the 12 articles of the #ItSAMarketingThing column.
Creating Article Templates in the CMS
Each column article was prepared in advance within our CMS: title, keyword research, image placement, SEO integration. The writing is then done progressively—either in response to current events or as inspiration strikes. This approach allows for flexible, low-pressure writing.
Once titles are in place, visuals are created, drafts are outlined, and the articles sit in waiting, ready to be written one paragraph at a time—until they’re fully published.
Tip: If you're publishing in multiple languages, wait until the main version is finalized and proofread before translating. It’ll save you from reworking evolving content again and again.
Preparing Topics and Visuals in Advance
Every fall, around 48 article drafts are prepped and ready in our CMS. I plan the column’s editorial calendar across 12 months, and the e-magazine’s production schedule 4 months in advance. Only the feature article of the month—the 6-page report—is written fresh, about two weeks before publication.
In my experience, assigning topics ahead of time makes the writing process much smoother. It helps avoid writer’s block, aligns production with monthly goals, and simplifies collaboration. When the structure is already in place, gathering sources and planning the narrative can start weeks ahead of the actual writing.
Finding Your Originality
It’s easy to think originality lives solely in your content. But more often, it’s during the publishing process that this uniqueness starts to fade. SEO tags, image formatting, optimized loading speeds, keyword distribution—these technical requirements can make your posts feel overly standardized.
But structure doesn’t cancel out originality. On the contrary—it’s in the personalized details you embed in your publishing routine that your content stands out. Here are a few concrete examples.
Customizing Your Column Content
To make a recurring column stand out in a blog or digital magazine, consider integrating consistent visual and editorial elements such as:
Personal quotes or expert insights
Custom visuals instead of stock images
A branded banner at the top and bottom of each article
Recurring sections (e.g., tips, tools, budget, recommendations)
Suggested readings or embedded videos for deeper exploration
A Look at #ItSAMarketingThing
Take our column #ItSAMarketingThing, published monthly in W+M’s 2024 e-magazine. These 12 posts were designed specifically for entrepreneurs launching their first website and building their professional presence online.
The personalization strategy is built on several elements:
Consistent editorial structure: each article includes repeated sections (budget, free tools, practical tips)
Cohesive design: the column’s visual identity is distinct from the rest of the site, making it easy to recognize and search-engine friendly
Unique header visuals: each article starts with a custom-designed image, created from scratch and named to match the topic. These visuals are reused for social media previews and campaign promotions.
Repetition as a Strength
Using a consistent structure doesn’t limit creativity—in fact, it enhances it. Like a well-produced series, it creates anticipation and makes your readers eager for the next edition.
It’s the same principle as a retailer’s weekly newsletter: the banner remains the same, while the internal content changes. Unless you have an in-house design team or a province-wide brand, this method allows for more efficient production—without sacrificing quality.
Here is the general picture of the marketing column. Since W+M offers publications in French and English, the text is bilingual and the image is used in both French and English. The referencing text of the image will therefore be words used in both languages: marketing articles web series.
The name of the column comes from the way of writing sentences in programming, i.e. the first word in lowercase and the following words start with a capital letter: theFirstWordOnlyInCaps. itSAMarketingThing.
Encouraging Reader Loyalty
Creating content is a good start. But encouraging readers to return—that’s where the real value lies. To do that, you need to build a loyalty strategy: subscriptions, online events, splash pages, launch days... all great tools to turn occasional visitors into regular readers.
Subscription management may seem complex at first, but once it's in place, it quickly becomes both simple and worthwhile. It's a direct line of communication between you and your loyal audience—just like managing your social media presence. The key, in both content and communication, is consistency.
Where to Promote Your Newsletter Subscription
Here are a few natural and strategic places to encourage subscriptions:
A pop-up on your website
A pinned banner and bio links on your social media platforms
Your team's email signatures
A QR code integrated into printed or digital visuals (posters, cards, t-shirts, etc.)
Automated messages: purchase confirmations, email responses, voicemail greetings
Forms and contracts: a checkbox inviting users to join your mailing list
Every month, get our #ItSAMarketingThing column, practical guides, and the latest updates from W+M delivered directly to your inbox.
A Dedicated Presentation Page (#SplashPage)
In content development—as in sales—you need to activate every possible communication channel. Whether it’s a column, a magazine, a product, or a service, it deserves a clear, consistent, and shareable showcase.
That’s why we created a dedicated web page to present the column. This splash page acts as the central anchor for all our communications: social media posts, newsletters, advertising campaigns, QR codes, email signatures, and more.
It features the editorial mission of the column, a message from the editor, and links to all published editions. It’s the go-to hub—for readers and potential partners alike.
From the Editor (Splash Page Element)
Welcome to this series of columns dedicated to digital marketing tips and insights—created especially for businesses in their launch phase, self-employed professionals, and small teams beginning their online journey.
Whether it’s through tools like a website or intranet, social media platforms, or client acquisition strategies, we all engage in digital communication today. And often, we do so without any formal training.
Solution Mode
Since late 2023, there’s been a growing conversation around the rising costs of online advertising—whether on search engines or social platforms.
Are there real solutions? Is it possible to reduce promotional expenses throughout the year by adjusting certain technical settings on your website or social profiles? Can you set up an effective annual plan using the right tools and strategies?
The answer is yes. And that’s exactly what this column aims to explore.
A Different Kind of Marketing
#ItSAMarketingThing is a series of articles offering practical and accessible alternatives:
Organic SEO techniques
Strategic content writing
Smart administrative workflows
Automated content distribution
Budget-friendly press releases
In short, plenty of great reasons to follow this monthly column—to better understand, better plan, and better promote your projects.
Jeff, for W+M
Want to Go Further?
You’ve launched your column—or you’re planning to. Great.
But do you know how to measure the performance of your website and social media to track your progress?
Here are two additional articles to read after this one:
These resources will help you understand what’s working in your content strategy—and how to improve it.
2025 – The #ItSAMarketingThing Column Is Back
Throughout 2024, we analyzed the readership statistics of the column. Some topics clearly stood out, revealing the main concerns of new and growing businesses. Based on these insights, improvements were made in SEO performance, Google Search Console indexing, and the technical structure of the articles.
Today, the hashtag #ItSAMarketingThing is well established on social media. The platform formerly known as Twitter, X, continues to generate the highest engagement, followed by LinkedIn, Facebook, and Instagram.
Building on these learnings, the column has been renewed for 2025.
Each new article is now published on the first of the month at noon on the W+M blog. It also appears in the monthly edition of the digital magazine Le Mensuel, and is featured in the official communications of W+M and our annual partner, JM Musique.
Coming Soon to the Media Shop: The Complete Box Set
The first 12 columns from 2024 will soon be available as a bundled digital collection in the Media Shop. This editorial product lets you revisit, share, or gift the entire series in a format that’s easy to browse anytime.
Two editions will be available:
Columns 1 to 12 (2024)
Columns 13 to 24 (2025)
It’s a perfect resource for professionals who want to keep these insights close at hand—or use them in workshops and training sessions.
Book Your Ad Placement
Want to associate your brand with this content?
You can now reserve your ad space in one of the column articles—directly through the Media Shop.
Conclusion
Thank you for taking the time to read this article and for your interest in this monthly column. From the first draft to publication, each piece is designed as a practical companion for those launching or growing their digital presence.
Twelve new columns are on the way. This editorial journey will gradually lead to a larger project: the creation of a white paper gathering all of these insights, tools, and strategies.
See you soon,
Jeff, for Services W+M
Production: Services W+M
Websites - creation, management and design
I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
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