Why Planning Content Matters More Than Posting Content
Most startups skip the planning phase when it comes to content marketing. They get excited, post a few blogs or social media updates, and wonder why nothing moves. The truth is, startups need a content plan that aligns with growth goals from day one. It’s time to learn how to plan content.
This isn’t about being fancy or hiring a big agency. It’s about understanding your audience, building consistency, and setting up a repeatable system to turn content into results.
In this guide, we’ll walk through a step-by-step approach of how to plan content that gets real results.
Step 1: Define the Business Goal Your Content Will Support
Before you create anything, you need to define the purpose.
Ask yourself:
- What do we want this content to do?
- Who are we trying to reach?
- What does success look like in 30, 60, 90 days?
The key to solid content marketing is creating with your audience in mind each time. Always make the people you want to work with the main priority.
Your goal could be:
- Drive traffic to a landing page
- Book sales calls
- Attract newsletter signups
- Increase brand awareness
Tie each piece of content to a measurable business goal so you’re not creating fluff.
Step 2: Know Your Audience Like a Founder Should
Content that connects is content that understands. Building an audience using content is impossible without having a clear direction. Startups often have a vague sense of their audience. But if you want results, go deeper:
- Talk to 5-10 ideal users/customers.
- Record how they describe their problems.
- Pay attention to tone, language, frustration points.
Your content will perform a lot better immediately because its centered around the actual prospect. It’s easy to get caught up on what works for other brands or even the content you personally want to create. But if you want real results, talk to the customers about their problems!
Create a simple one-pager:
- Audience name: Tech-Savvy Startup Founders
- Core Problem: “We know content is important, but don’t know how to execute.”
- Desired Outcome: “More inbound interest from the right people.”
- Tone that resonates: Direct, tactical, honest
Use this guide to write your content like you’re speaking to one person. Each time you sit down to record or write something, treat it like you’re talking to the prospect you want to work with. (I love doing local events and workshops as part of my content strategy because I can complete this process at 10x the speed. I talk about that more on my newsletter.)
Step 3: Choose Your Primary Channel (Start With One)
Primary channels are best if you’re new to the creation space or haven’t hired an amazing agency like us just yet. The best primary content strategies are YouTube, newsletters or blogs. These are primary because of the discovery factor.
Here’s how to plan content and have an effective impact.
Pick one platform that makes sense for your audience, and build leverage from there.
- For B2B SaaS: LinkedIn, YouTube, Blogs
- For B2C apps: TikTok, Instagram, YouTube Shorts
- For consultants: Twitter/X, Podcast, YouTube
Ask:
- Where does our ideal user spend time?
- What format are they most likely to consume (video, audio, written)?
- What are we comfortable committing to for 90 days?
Once you’re consistent on one channel, then add repurposing strategies.
Step 4: Build a Content Calendar That Matches Bandwidth
When I say “how to plan content” i’m really speaking to the planning aspect. This is before you turn a camera on or write one line. Planning has to happen before anything else to make what you create more useful.
Here’s how to plan content using a content calendar:
- Ensure consistency
- Provide structure to test ideas
Here’s how to keep it simple:
| Week | Primary Topic | Content Format | CTA Goal |
|---|---|---|---|
| 1 | Problem A | Blog post, 2 tweets | Newsletter opt-in |
| 2 | Problem B | YouTube video, 1 short | Book a call |
| 3 | Case Study | LinkedIn post, blog | Awareness |
| 4 | Repurpose best performer | Email + short | Test lead magnet |
You don’t need dozens of ideas. You need a strong message repeated in different ways. Repeating your message over and over again is how you build a strong brand. Think about the largest brands in the world and how long they use the same messaging. Nike has been telling everyone about being an athlete for decades. McDonald’s is always Lovin’ It. What is your message?
Step 5: How to Plan Content (The Pillars)
Every startup should think in terms of pillar and supporting content.
Pillar content = in-depth, evergreen, valuable Supporting content = bite-sized takes that drive back to the pillar
Example:
- Pillar: A YouTube video titled “How Startups Can 10x Their Lead Gen with Content”
- Supporting:
- 3 LinkedIn posts pulling key points
- 1 blog article summarizing it
- 1 podcast episode with behind-the-scenes insights
- 3 quote graphics for Instagram or Twitter
This is how you stay consistent without burning out.
Step 6: Have a Distribution Plan Before You Hit Publish
Too many founders post content and hope someone finds it. Once you learn how to plan content, you still need a way to reach people with everything you make.
You need to build distribution into the content plan. Here’s how:
- Share it via email list or newsletter
- DM it to 10 people who would benefit
- Post it in relevant Slack groups, Reddit threads, or communities
- Tag people mentioned or related to the content
Also, partner with other newsletters or founders to swap shoutouts.
Content without distribution is just a hidden gem.
Step 7: Track What Works and Double Down
Once your first month is live, spend time reviewing performance.
- Which topic got the most engagement?
- Which format performed best?
- Which CTA converted?
Use tools like:
- Beehiiv or ConvertKit for email performance
- Google Analytics or Plausible for traffic
- LinkedIn/X insights for social
- Manual DMs or feedback for qualitative data
Then double down: If one format, topic, or post works—run it back in a new way.
Final Thoughts: How to Plan Content
Planning content for your startup isn’t about being perfect—it’s about being strategic.
Start with:
- A business goal
- A clear audience
- One channel
- One month of consistent content
You’ll build momentum fast.
The difference between startups that struggle and startups that grow? A system.
Plan your content like it matters—because it does.
