How to build a content plan for a month

Without a plan, content comes out chaotically, irregularly and "whatever came to mind." A content plan turns this into a system. Let's break down how to build it for a month.

Step 1. Goals and rubrics

Start from goals (reach, trust, sales) and set up permanent rubrics for each: expert, entertainment, selling, engaging. Rubrics remove the question "what to shoot."

Step 2. Format balance

Distribute content so there's no skew:

• ~40% — value/expertise (trust)
• ~30% — reach/entertainment
• ~20% — engagement
• ~10% — selling

Only selling tires people, only entertainment doesn't convert.

Step 3. Occasions and dates

Map news hooks onto the calendar: holidays, seasonality, launches, promotions. This gives topics and ties them to dates.

Step 4. A publishing grid

Lay out what goes out and when, by day. Account for platforms and repackaging one piece into several formats.

Step 5. Batch production

Shoot content for the plan in "batches" (content days), not one video at a time. This saves time and closes the plan in advance.

Tools

A spreadsheet, a board or a planner — anything, as long as the plan is fixed and visible to the team.

Takeaway

A content plan = goals + rubrics + format balance + occasions + a grid. It removes chaos and ensures the regularity algorithms love. We help build a content system around a brand's goals.