Laura Llames
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Template

B2B content planning template

Use this template to plan B2B content from goals to calendar. Copy it, fill in the parts in [brackets] and adapt it to your team.

1. Goals and audience

Business goal: [what this content should help the business achieve]
Target audience: [roles, seniority, industries]
Their top three problems: [1, 2, 3]
What we want them to do next: [read, subscribe, attend, talk to Sales]

2. Content pillars

PillarWhy it matters to the audienceExample topicsOwner
[Pillar 1][Reason][Topics][Name]
[Pillar 2][Reason][Topics][Name]
[Pillar 3][Reason][Topics][Name]

3. Content calendar

WeekTopicPillarAudienceFormatChannelOwnerCall to actionStatus
[Date][Topic][Pillar][Role][Article, webinar, email][Channel][Name][Next step][Idea, draft, published]
[Date][Topic][Pillar][Role][Format][Channel][Name][Next step][Status]

4. Content brief

Complete one brief for each piece before anyone starts writing.

  • Working title
  • Audience and the question this piece answers
  • Key message
  • Evidence and sources
  • Format and length
  • Channel and publish date
  • Call to action
  • Owner and reviewer
  • How we will measure success

5. Repurposing map

Original assetCan becomeChannel
[Long article or report][Short summary, social posts, newsletter section][Channels]
[Webinar or event session][Clips, key takeaways, follow-up email][Channels]

6. Review rhythm

  • Weekly: check status and unblock work in progress.
  • Monthly: review performance against your goal.
  • Quarterly: refresh the pillars and the calendar.

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