Content planning doesn’t have to be complicated or time-consuming. It’s really about finding meaningful topics for your marketing strategy, prioritizing them, and then organizing your schedule to create and publish.
In today’s Brandon blog, we share 6 professional tips that will help you build a high-quality content plan for your marketing company or team.
Ever tried cooking without a recipe? It might be fun, but the results vary a lot. The same goes for content planning without a strategy.
What is a content strategy?
Simply put, it explains why you create content, who it’s for, what type of content you will make, and where you will publish it. Without this, your efforts won’t be focused or effective.
Most people look at trending topics on their chosen platforms (TikTok, YouTube, Instagram). But popular content doesn’t always mean organic reach — often, those videos are boosted with ads.
Instead, we recommend doing Google keyword research, even if you create videos or posts for social media. People tend to search for similar things across platforms, and Google’s keyword tools provide the most accurate data.
The best topics have high traffic potential and business value.
Traffic Potential (TP): How much audience interest or search volume a topic can attract.
Business Value: How easy it is to “sell” your product or service through that topic. The easier, the higher the value.
For SEO content, you can use tools like Keywords Explorer to evaluate TP and choose topics that drive both traffic and conversions.
A good content plan always needs priorities. You can’t create every style or topic at once. Focus on what’s most important for your business goals and audience.
A content calendar is simply a timeline showing what and when you will publish.
Building one is easy: pick some priority topics from your list and add them to project management tools or a shared Google calendar. This helps your whole marketing company stay aligned and on track.
Finally, it’s time to put your plan into action and give topics to writers, designers, and video producers.
Be open to discussions and adjustments. For example, a designer might suggest shooting in brighter colors for better engagement — consider these ideas. But also set clear guidelines, like asking your copywriter to keep the tone consistent with your marketing strategy and brand voice.
Conclusion:
Content planning is a key part of any successful marketing company’s strategy. Following these 6 expert tips will help you save time, improve quality, and create content that truly connects with your audience and supports your business goals.