Sitting down to think of “a post” is the hardest possible version of the task, because the space of possible posts is infinite and nothing in it is more likely than anything else.
Narrow the field on purpose
Pick three or four subjects your account is about, and let everything be one of them. Not categories in a spreadsheet — subjects you could talk about at a table without preparing.
- The work itself: what you made, how it went
- The craft: how it is done, what you learned the hard way
- The people: who it is for, what they asked, what they said
- The place: where you are, what that means for the work
Why this makes ideas appear
“What should I post?” has no answer. “What is a craft post this week?” has three by the time you have finished asking. The constraint is doing the work that an empty page cannot.
How rigid
Not very. The pillars are a way to start, not a rule to obey — if something worth saying does not fit any of them, it is still worth saying. If nothing ever fits, the pillars were wrong and are worth changing.
Assign a pillar to each weekly slot and the calendar answers both questions at once: when, and roughly what.