Planning B2B content for your website, but not sure where to start?


Years ago, when my work ran the gamut from editing fiction to blogging about Ibiza, one client asked me to plan several pieces of content for his website, the goal being to drive traffic to his new site and increase awareness of his tech product.

I jumped at the opportunity — this is what I’d been wanting for months! And having been around editors before, I knew about content plans and editorial calendars.

But something happened. I was crippled. I sat on the shared balcony of my loft, coffee at right and pen at left, while my daughter rolled around on her trike below me. I squinted into my phone (“keyword research”) and scribbled into a little notebook as ideas came to me (“content brainstorming”).

Admittedly, I was probably more keen on taking advantage of nice weather that day than putting together a content plan — or maybe I was stalling because I had no idea what to do.

Content Planning Is Hard

The truth is, the first time you do something new, you’re probably going to suck at it. There are degrees of sucking, of course. A first-time rock climber with Schwarzenegger-esque muscles is going to suck way less than someone who’s been couched up in their basement for ten years.


But even for an experienced writer or copy editor, content planning can feel like brain-battling the Sphynx.

I want to make it easier for you, so I’m sharing the bare-bones version of the actual content plan template I use with my clients. To use it to its full potential, there are a couple of things you need to know:

  1. I use an array of tools to help me fill this thing out, from SEMrush and MozBar to my favorite in the whole wide world — Airtable. This document serves as the beginning framework, but it isn’t the whole picture. (I’ll do another post on editorial calendar management and the tech tools I use soon).

  2. The only way to get anything done with content is to take a focused approach. I abide by the principles of strong goal setting (read “Eat That Frog” by Brian Tracy), meaning I begin with a very clear picture of my client’s desired end result and reverse-engineer my plan to hit that goal.

  3. You have to do it, and hold yourself accountable. Don’t make a plan, show it to your boss, and pass it off on some writer to implement. Create it, then put it into action right away.

Ready for the plan? Download it with the form below.




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