build-a-content-plan

name	build-a-content-plan
description	Build an evidence-backed content plan covering themes, formats, channels, cadence, briefs, dependencies, owners, and reuse opportunities. Use when a team needs to turn audience, campaign, SEO, product, or performance evidence into a practical editorial program; not when the immediate job is writing or publishing the content itself.

Build a Content Plan

Turn accepted marketing evidence into a content program the team can realistically produce and learn from.

1. Define what the content must do

Clarify the audience, business and marketing outcome, period, channels, capacity, brand constraints, and the decision this plan should improve. Use an accepted campaign plan when the content supports a campaign; otherwise identify the product, audience, lifecycle, SEO, community, education, or brand need that gives the plan its purpose.

Inspect useful approved context such as audience research, campaign plans, positioning, brand examples, product material, sales and support questions, search evidence, existing content, performance history, and relevant competitor work. Ask only about gaps that would change the plan.

2. Find the content opportunities

Separate evidence from ideas. Identify repeated audience needs, questions, objections, search intent, proof, product moments, underused source material, channel gaps, and useful updates to existing content.

Use strawberry/marketing/research-an-audience when audience understanding is weak, strawberry/marketing/audit-seo-create-report when organic-search opportunity is the main input, or strawberry/marketing/run-competitor-analysis when a competitive question matters. Do not copy their workflows into this plan.

Prioritize opportunities by expected contribution to the goal, audience relevance, evidence, timing, reuse potential, and production cost. Do not fill a calendar merely to create a steady cadence.

3. Build the plan

Create a practical plan with:

• a small set of themes or content jobs tied to the audience and goal;
• the role of each channel and format;
• a realistic cadence and sequence;
• source material, proof, subject-matter input, and dependencies;
• concise briefs with the audience, angle, promise, evidence, CTA, format, and owner;
• reuse paths from strong source material into genuinely useful channel variants; and
• measurement and review points that can improve the next cycle.

Show how each item earns its place. Preserve the difference between a theme, a specific content brief, and a distribution variant.

For a large plan, present one representative period or content cluster first so the team can correct the mix, depth, voice, and workload before the calendar expands.

4. Check feasibility and deliver

Look for duplicated angles, unsupported claims, missing source material, channel-format mismatch, an unrealistic production load, unclear owners, hidden review dependencies, or a cadence that leaves no room to learn.

Deliver the plan in the team's useful format. Lead with the strategy and the next reviewable set, then provide the calendar or backlog, briefs, owners, dependencies, reuse map, measures, and open questions.

This skill plans content. It does not write the full assets, produce substantial visual work, publish, schedule, or change a CMS. Use strawberry/marketing/create-and-repurpose-marketing-content when an approved brief is ready for words.

5. Reuse the accepted method

Follow Strawberry's active scoped permission for the source, account, destination, and action. Draft or ask when permission is insufficient. Stop when identity, scope, impact, or sensitive-data handling changes, and verify completed external actions.

After a useful cycle, preserve the accepted themes, sources, brief shape, cadence, owners, measurement, and review behavior. A recurring planning Routine should prepare a draft for review; it should not silently publish or keep producing work after the audience, strategy, or capacity has changed.