Content planning: from idea to published page

Why content planning helps

Planning your content saves time, keeps you focused, and helps you create content that works. Without a plan, you end up with random pages that do not help your business or your visitors.

For more on writing for the web, see writing for the web: content that converts.

1) Start with goals

What do you want your content to achieve?

• Generate enquiries: Content that helps people understand your services and contact you.
• Build trust: Content that shows your expertise and helps people trust you.
• Answer questions: Content that answers common questions people have about your services.
• Support SEO: Content that helps you rank for relevant searches.

2) Identify topics

What topics should you write about?

• Your services: Pages that explain what you do and how you do it.
• Common questions: Questions customers ask you regularly.
• Problems you solve: Content that addresses problems your customers face.
• Your expertise: Topics you know well and can write about authoritatively.

For more on finding topics, see keyword research for small businesses.

3) Plan your pages

Decide what pages you need and how they fit together.

• Core pages: Homepage, about, services, contact - the essentials.
• Service pages: One page per main service you offer.
• Supporting content: Articles, guides, case studies that support your services.
• Site structure: How pages link together and support each other.

For more on site structure, see website structure: organising pages for users and search.

4) Create a content calendar

A simple calendar helps you stay organised and consistent.

• What to publish: List of pages or articles you want to create.
• When to publish: Rough timeline for when each piece will be ready.
• Who is responsible: If you have a team, who writes what.
• Review schedule: When to review and update existing content.

5) Write the content

Structure first

Plan the structure before you write.

• Main message: What is the one thing you want people to remember?
• Headings: Plan your H2 and H3 headings to organise the content.
• Key points: List the main points you want to cover.
• Call to action: What do you want people to do after reading?

Write clearly

Write in plain language that your audience understands.

• Short sentences: Keep sentences short and clear.
• Simple words: Use everyday language, not jargon.
• Active voice: "We build websites" not "Websites are built by us".
• Scannable: Use headings, bullet points, and short paragraphs.

For more on writing, see writing for the web: content that converts.

6) Edit and review

Good content is edited content.

• Check clarity: Is the message clear? Can someone understand it without context?
• Remove fluff: Cut unnecessary words and sentences.
• Check accuracy: Are facts correct? Are links working?
• Proofread: Check spelling, grammar, and typos.
• Get feedback: Ask someone else to read it and give feedback.

7) Publish and promote

Once content is ready, publish it and let people know.

• Publish on your site: Add the page to your site with proper titles and descriptions.
• Share on social media: If you use social media, share new content there.
• Link internally: Link to new content from relevant existing pages.
• Update sitemap: Make sure new pages are in your sitemap.

8) Review and update

Content is not set and forget - review and update it regularly.

• Check performance: See which content gets traffic and which does not.
• Update outdated content: Fix outdated information, broken links, or stale content.
• Improve what works: If content performs well, make it even better.
• Remove what does not: If content never gets traffic and does not help, consider removing it.

For more on analytics, see analytics that matter: what to track and why.

Common mistakes

• No plan: Creating random content without a strategy.
• Writing for search engines: Writing for keywords instead of people.
• Skipping editing: Publishing first drafts without review.
• No updates: Publishing content and never reviewing or updating it.
• Too much content: Creating lots of thin content instead of fewer, better pieces.

Practical workflow

1. Plan: Decide what content you need and why.
2. Research: Gather information and understand your topic.
3. Structure: Plan headings and key points.
4. Write: Write the first draft.
5. Edit: Review, improve, and proofread.
6. Publish: Add to your site with proper metadata.
7. Review: Check performance and update as needed.

Summary

Content planning: start with goals, identify topics, plan pages, create a calendar, write clearly, edit thoroughly, publish properly, review regularly.

Workflow: plan, research, structure, write, edit, publish, review.

For help with content, see content services. For more on writing, see writing for the web: content that converts. You can also get in touch to discuss your content needs.