How to plan your content

How to plan your content

So you have your strategy set. You know what you want to say and what you want to achieve with your content. What’s next?

Now you need to think about the logistics. How will you keep track of your plans? Who is writing each blog or creating each video? What is the deadline? What social copy will be used to promote each piece of content?

There are dozens of options available – some costing significant amounts of money. But not many can beat a simple Google Doc spreadsheet. If you’re not familiar with them, these are online versions of Excel documents which live in the cloud and can be viewed and edited by multiple people simultaneously.

For content purposes, they are simple enough to be used by everyone but are easily scaled and can become steadily more complex as required.

To begin with you might just have 6 columns of information for each post – date, time, copy, Tweet, URL and an image to be used. In the end you could have dozens of columns and multiple tabs, with formulas pulling information through into various schedules and creating detailed social repeat cycles.
Here at Formative Content all team members can edit the documents at the same time, while our clients can monitor plans and approve content from anywhere they happen to be around the world.

Here’s an example of one of our content calendars:

160219-example content calendar


If Google Docs is your information gathering, curation and storage tool, the next step is a separate tool for publishing your content. For blogs and videos this may be a WordPress site or YouTube, and for this could be a scheduling tool like Buffer or Hootsuite.

This article was originally published by Formative Content who create high quality content for a range of global clients. To find out if we could help your brand, get in touch on 01494 672122 or

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