Quick answer: A content marketing plan sets out what you will publish, for whom, where and why. Set objectives, define your audience, write your brand story, study competitors, choose topics, map headlines to the ToFu, MoFu and BoFu stages, pick channels and build a content calendar.
A content plan tells you what to publish, for whom, where and why. Without a plan, content becomes random posts that do not move the customer towards a purchase. In this post, I explain the steps I follow to create a content plan.
Step 1: Set your content objectives
Start with what the business wants. Then decide how you will measure it.
| Level | Example |
|---|---|
| Goal | Get 200 leads a month from organic traffic |
| Primary metric | Leads or conversions |
| Secondary metrics | Website traffic, time on page, social media engagement |
Your goals also change over time. In the short term, you may want to test ideas and get engagement. In the medium term, you want to rank on Google. In the long term, you want to build authority and stable revenue.
Step 2: Know your audience
Write down who your content is for. For each type of customer (buyer persona), note:
- who they are,
- what problems they face,
- what questions they search for,
- where they spend time online.
Step 3: Write your brand story and content mission
Your brand story explains why your business exists and what makes it different. Then write one line that defines your content. A simple format is:
My content is where (audience) gets (information) that helps them (benefit).
For example: My content is where new digital marketers get step-by-step guides that help them launch real campaigns.
Step 4: Do competitor analysis
Check what your competitors publish, which topics bring them traffic, and what they do not cover. The gaps are your opportunity. Tools such as Semrush help you see the keywords and pages that bring traffic to a competitor.
Step 5: Choose your main topics
Based on audience and competitor research, choose 4 to 6 umbrella topics. For a digital marketing blog, these could be SEO, Google Ads, social media ads, analytics and content marketing. Later, you research keywords inside each topic.
Step 6: Map headlines against the funnel
This is the most important step. Each piece of content should have a job in the customer funnel.
| Funnel stage | Customer mindset | Content types | Example headline |
|---|---|---|---|
| ToFu (Top of funnel: awareness) | “I have a problem or a question” | Blog posts, short videos, social posts, infographics | What is SEO? |
| MoFu (Middle of funnel: consideration) | “How do I solve it? Which option is better?” | Guides, comparisons, webinars, case studies, email series | Google Ads vs Meta Ads: which one for a new business? |
| BoFu (Bottom of funnel: conversion) | “I am ready to buy. Why you?” | Product pages, demos, testimonials, offers, FAQs | Book a free consultation for your website audit |
Step 7: Choose formats and channels
List the content types (blog posts, videos, carousels, emails) and where each will go (website, YouTube, Instagram, LinkedIn, WhatsApp). You do not need to be on every platform. Choose the channels where your audience spends time. Read Content formats for consumer engagement.
Step 8: Plan resources and a calendar
Decide who will write, design, edit and promote the content, and how much budget you need. Then build a content calendar with dates, topics, funnel stage, format, channel and owner. Start with a pace you can keep, for example one blog post and three social posts a week.
Step 9: Measure and improve
Every month, check which pieces brought traffic, leads and sales. Do more of what works. Update or remove what does not.
Content plan checklist
- Objectives and metrics
- Audience personas
- Brand story and content mission
- Competitor analysis
- Main topics
- Headlines mapped to ToFu, MoFu and BoFu
- Formats and channels
- Resources, budget and calendar
- Monthly review
Worked example: one week of a content calendar
Here is how a small digital marketing training blog could plan one week.
| Day | Topic / headline | Funnel stage | Format | Channel | Owner | Goal metric |
|---|---|---|---|---|---|---|
| Mon | What is SEO? A simple guide | ToFu | Blog post | Website | Writer | Organic visits |
| Tue | 3 SEO mistakes beginners make | ToFu | Carousel | Instagram, LinkedIn | Designer | Reach, saves |
| Wed | Google Ads vs Meta Ads for a new business | MoFu | Video | YouTube | Trainer | Watch time |
| Thu | Free checklist: launch your first search ad | MoFu | Downloadable PDF | Website + email | Writer | Sign-ups |
| Sat | Join the free course: Digital Marketing Step by Step | BoFu | Email + post | Email, WhatsApp | Marketer | Course sign-ups |
Try it yourself
- Write one goal and two metrics for your content.
- Write one buyer persona with three key questions they search for.
- Complete the content mission line: “My content is where ___ gets ___ that helps them ___.”
- List 10 headlines and tag each as ToFu, MoFu or BoFu. Check that every stage has at least two.
- Fill a calendar like the example above for the next two weeks.
Common mistakes to avoid
- Publishing only ToFu content and never asking for the sale.
- Choosing topics without checking what the audience searches for.
- Planning more content than the team can produce.
- Not measuring which posts bring leads.
Frequently asked questions
What is the difference between a content strategy and a content plan?
A content strategy explains why and for whom you create content. A content plan turns it into topics, formats, channels and dates.
How often should a small business publish content?
Choose a pace you can keep, such as one blog post and three social posts a week. Consistency matters more than volume.