The 7 Steps to Plan a Content Strategy

Your blog started with good intentions. Boost SEO, check. Get more engagement, check. But somewhere along the way, things got messy. No promotion plan. No publishing consistency. And to make things worse? Social media is owned by one team, video is owned by another, and no one is communicating any plans. Sound familiar? 

It’s certainly a common occurrence. When content planning and creation is haphazard, teams don’t collaborate, and there’s no plan for measurement and optimization, there’s one culprit: a lack of a content marketing strategy.

Creating a content strategy is an essential step in making sure your content resonates with your audience, your team is aligned, and you can achieve measurable business goals. 

Content Planning Vs. Content Strategy

Although content planning is not the same as a content strategy, they are related. Your larger content strategy is your blueprint for all content creation, detailing who you are creating it for and why. 

“When people ask about the difference between content strategy and content planning, I like to use a simple analogy: making a movie,” says Janet Celosia, Vice President, Marketing Strategy, BackPocket Agency. “Content strategy is like the script and production plan — it lays out the storyline, defines the characters, and ensures everything fits into the bigger picture of what the film is trying to achieve.”

Content planning, on the other hand, is the actual filming process. “Who’s in each scene? What props and lighting set the right mood? How do we bring the vision to life with the right pacing and shots?” Celosia says. “In content marketing, strategy sets the vision, while planning brings it to life with the right content in the right place. Both are important in different ways.” 

How to Create a Content Strategy

Before you can start planning and creating amazing content, you have to spend time exploring sample content marketing strategy examples and building out your own. 

“Since creating a content strategy is like writing a script, you don’t start by picking out costumes; you start by understanding the purpose and driving force of the movie,” Celosia says.

Before choosing content topics or formats, define your goals, know your audience, and ensure the foundation supports long-term growth. A strong content strategy considers everything from channels, workflows, and governance to functionality — how content serves the audience at each stage. “When done right, it’s not just visually appealing — it functions seamlessly, like a well-produced film,” she says. 

Here are seven steps that BackPocket uses to create content strategies for our clients:

1. Discovery

The first step is to define your business and marketing goals. This isn’t just a surface-level exercise — it requires an in-depth understanding of your long-term vision and short-term priorities. This ensures that every piece of content has a purpose — instead of just filling space.

2. Audience Analysis

Effective content resonates with your audience, yet many marketers still struggle to understand their audience’s behaviors and interests. Conduct research using surveys, audience personas, and analytics tools to segment your audience into distinct groups. This ensures that your content is not only relevant but also compelling enough to drive engagement and conversions.

3. Competitor Review

Understanding the competitive landscape is crucial. Analyze how your competitors are delivering content and using it to drive awareness and engagement. Consider what types of content they produce, the platforms they prioritize, and the engagement they receive. This insight will help you differentiate your brand, capitalize on unique strengths, and refine your approach to content marketing.

4. Content Audit

Conducting a thorough audit of your existing content across all platforms — website, social media, email, video, print, etc. — helps identify strengths, weaknesses, opportunities, and risks. By assessing performance metrics and audience engagement, you can determine what’s working, what needs improvement, and where gaps exist.

5. Content Brand

A well-defined content brand strengthens consistency and audience connection. Developing a visual identity and a strong brand voice differentiates your content while setting expectations for its value. Additionally, crafting a mission and vision statement clarifies the purpose behind your content efforts, ensuring all content aligns with your overarching goals.

6. Process and Governance

Consistency and efficiency are key to a successful content strategy. Establishing documented processes — including workflows, content calendars, and style guides — ensures smooth operations and team alignment. Clearly defining roles and responsibilities within your content team also fosters accountability and efficiency in content development and distribution. (More on governance below.)

Watch: How to Build Your Own Style Guide Chatbot in Minutes!

7. Content Measurement

A well-structured measurement framework enables you to track and optimize your content strategy over time. Establish key performance indicators for various stages of the customer journey — awareness, engagement, and conversion. By continuously analyzing these metrics, you can refine your strategy and ensure your content remains effective in achieving business goals.

Tips for Strategic Content Development

The key to strategic content development is governance: Think of it like air traffic control and checks and balances all wrapped into one. A clear content strategy governance framework will make sure content is created efficiently and accurately — and hitting all the right marks.  

Ty Magnin lays out the risks of bad content governance:

These seven governance steps can keep your content on strategy month after month:

1. Establish clear guidelines. Define content standards, style guides, and brand voice to maintain consistency across all platforms.
2. Assign ownership. Designate clear roles and responsibilities for team members to avoid confusion and enhance accountability. A RACI (Responsible, Accountable, Consulted, Informed) matrix is a powerful tool for clarifying roles and responsibilities. 
3. Create a realistic workflow. Implement a structured process for reviewing and approving content to ensure quality control. Confirm each piece of content gets the proper approval without convoluting the process. “A project management platform like Monday.com or Asana can ensure everyone knows exactly who owns each task, who needs to approve it, and who should stay informed,” Celosia says. “This minimizes bottlenecks, reduces miscommunication, and keeps projects moving efficiently — helping content teams work smarter, not harder.”
4. Keep an updated content calendar. Plan content distribution in advance to maintain a steady and strategic publishing schedule.
5. Review content performance. Conduct periodic audits to assess content effectiveness and make necessary adjustments.
6. Ensure compliance. Stay updated on legal and ethical considerations related to content, including copyright and data privacy regulations.
7. 

   Clear skies ahead. Sit back, relax, and let your content fly.

   Encourage cross-department collaboration. Involve multiple teams (marketing, sales, and other teams) so everyone is in the loop to ensure content aligns with business-wide objectives. It’s also a great way to generate new content ideas. 

Ready to Get to Work?

At BackPocket Agency, we don’t just create content — we craft strategic content solutions designed to elevate your brand. Our content strategy services guide you through every step, ensuring your content is impactful, consistent, and aligned with your goals. Ready to make it happen? Contact BackPocket today to start strategizing!