If you want to step out of reactive, throw-spaghetti-at-the-wall mode and into proactive, strategic content creation, then a content plan is an absolute must.

Yes, it will take time to create up front, but it will save you hours of unproductive an inefficient content creation down the track.

There are plenty of experts out there that prescribe to how you should theme your content in your content plan. Some of the more popular ones are:

  • Teach, Share, Show
  • Educate, Inspire, Entertain

Some marketing coaches also advise 1 promo post to every 3 posts on social media.

This is all well and good, but it doesn’t give you any more of an idea of exactly what to put in your content plan!

If you take your content marketing back to the client journey, and the types of content that you should create at each part of the journey, what to post on social media and what to create as your focus piece of content (blog, podcast or video) becomes super simple.

The client journey

Each day on social media simply address one of the first four stages of the client journey. The other one to three days is free for you to post a meme, quote, saying, shoutout or share someone else’s content. The options are endless!

You can do the same with each piece of focus content you create as well. That way you’re covering off all stages of the client journey, so there’s something for everyone! Here’s how you could set out your own unique content plan, with some suggestions on what you could create.


In this stage your ideal client has just become aware of you. This is the getting-to-know-you phase where you have the opportunity to start meaningful conversations. You can address things like:

  • Your values, vision, beliefs
  • Your story
  • A quote from your focus content
  • A saying or quote from someone else
  • What you do and how it’s unique


Here your ideal client resonates with your lead magnet and signs up to receive it. This is your opportunity to provide deeper connection and begin to show how you can solve their challenges. Obviously, this is where you should be promoting your lead magnets. You can do this by:

  • Addressing your ideal client’s problems
  • Empathising with them
  • Showing how your lead magnet can help
  • Describing what life would be like if they could solve one of their problems


In this stage your ideal client is on your email list and ready to learn more about you and your services. You aim to wow with value, offers and solutions. Nurture type content that you could use includes:

  • Sharing your focus content
  • Tips
  • Value such as your Facebook Group, Lives, free trainings


Your ideal client is making the decision to buy from you. Your job is to help them make a confident and informed decision to purchase. You can do this through your content plan by:

  • Direct promotion of your services and packages
  • Sharing testimonials and case studies
  • Focusing on the transformation that your ideal client will achieve

By following the simple idea of addressing one of the four stages of the client journey, you’ll be able to create a simple content calendar that is strategic and purposeful.

For more information on what types of content to create at each stage of the client journey, download my free resource The Content Roadmap. You’ll be creating strategic content efficiently in no time.

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