You know content can be a valuable tool in your kit, but have you ever sat down to “plan your content” and immediately felt stuck?
There are different formats, platforms, and equally different opinions on what you should be doing.
And somewhere in the middle of all that, content starts to feel like a chore rather than something that supports your business.
In my experience, creating content doesn’t need to be complicated.
What Is Content Marketing - and why create a plan around it?
A content marketing plan is for:
What you’re going to say
Who you’re saying it to
And why it matters.
Without that clarity, it’s easy to fall into the trap of posting for the sake of it – sharing updates, tips or thoughts without any real direction.
That’s where content starts to feel disconnected and you start thinking is it worth it?!
If you give your content purpose you move away from “What should I post today?” and towards “What does my audience need to hear right now?”
Start With a Simple Structure (Not a Complicated Plan)
One of the easiest ways to add structure to your content is to consider how people approach a business deal/sale.
Not everyone is ready to buy straight away. There is a Marketing rule that only 5% of people are ready to buy at any one time. So, 95% need time to understand what you do, how you work, and whether you’re the right fit for when they do want to buy...
Imagine a funnel – you will have heard about pushing people down the sales funnel. Think of creating:
Top level content – broader, helpful, easy to engage with
Middle content – showing how you help and what working with you looks like
Bottom content – more direct, outlining your services and how to take the next step.
This isn’t about creating rigid categories - about making sure your content isn’t all doing the same job.
If everything you share is broad and educational, people might not realise what you offer. If everything is salesy, it can feel too much. And too soon. A balanced approach helps people naturally move closer to you – as they work down the funnel...
Focus on Your Audience (Not Just Your Output)
Creating content becomes much easier when you shift your focus away from “What should I create?” and towards “What does my audience need to solve their problems?”
That means understanding:
What challenges they’re dealing with
What they’re trying to achieve
What might be slowing them down.
When your content reflects those things, it starts to feel relevant rather than generic. It also helps build a sense of connection. People recognise themselves in what you’re saying.
This is where content stops being “marketing” and starts becoming something more useful – a way of showing that you understand.
Use Real Conversations as Your Content Source
One of the most practical ways to generate content is to listen - think about the questions you’re asked:
On calls with clients
In emails or messages
During networking conversations
In comments on your social posts.
If the same questions keep coming up, you have the start of a content marketing plan. You’re already having the conversations, and the content is you capturing and sharing them. This approach also keeps your content grounded. It reflects real situations, not assumptions. And it takes the pressure off trying to be “creative” all the time.
Think About Timing – Not Just Topics
Another thing to consider is when your audience needs certain information.
Most businesses have natural patterns:
Times of year when they’re planning
Periods where they’re under pressure
Moments where they’re making decisions.
If you can align your content with those points, it becomes far more relevant. This doesn’t require a complex calendar. Just a basic awareness of what your audience’s year looks like.
Balance Value and Visibility
A common question with content is how much should be “helpful” versus how much should be “selling”.
Most of your content should build understanding and trust. A smaller portion should make it clear how to work with you. Some content can simply be useful. Some can show your approach. Some can be more direct.
Together, they create a clearer picture.
Don’t Start From Scratch Every Time
You don’t need to constantly create new ideas.
In reality, a lot of your content will come from revisiting the same themes – just from different angles. Repurposing your content might mean expanding on a topic you’ve already touched on. Or you could reframe an article based on a recent conversation.
Don’t see it as repetition – it’s how your potential customers start to understand and remember what you do.
Keep It Human
At its core, Marketing is about connection. The strongest content is clear, not complicated, relatable rather than perfect, and helpful.
It reflects how you’d naturally explain something in a conversation and that’s what helps people engage with it and trust it.
Content Marketing – a Way to Move Forward
If you’re looking to streamline your content approach:
Consider the sales journey your customers are on
Think about the problems your customers are facing
Identify the questions you’re already being asked
Create content that reflects those conversations
Keep a balance between helpful and more direct content
Build on what you’ve already created rather than starting from scratch.
That’s your approach - it doesn’t need to be more complicated than that.
This blogpost reflects a conversation I had with Kelly Joanne on an episode of A Measure of Marketing, where we talk this through in more detail. If you’d prefer to listen to the conversation and hear how this plays out in practice, check out Season 2, Episode 9.