| name | content-planning |
| description | Use when planning Xiaohongshu content calendar, running out of content ideas, needing systematic approach to content creation, or wanting to align content with account goals |
Content Planning (内容策划)
Overview
Content planning is systematically identifying and organizing content topics, ideas, and formats that align with your account positioning and resonate with your target audience, ensuring consistent value delivery.
When to Use
Use when:
- Struggling with what to post
- Creating content calendar
- Wanting systematic content approach
- Planning themed content series
- Building content pipeline
Do NOT use when:
- Just need catchy title (use title-writing)
- Scheduling posts (use content-calendar)
Core Pattern
Before (random posting):
❌ "What should I post today?"
❌ Inconsistent topics and themes
❌ Reactive content creation
❌ No strategic direction
After (planned content):
✅ Content calendar ready for weeks
✅ Themed series and pillars
✅ Proactive content creation
✅ Aligned with positioning
5 Content Planning Methods:
- Content Pillars - 3-5 core themes
- Pain Point Analysis - Audience problems
- Trend Surfing - Hot topics
- Competitor Research - What works
- Content Audit - Past performance
Quick Reference
| Method | Use For | Output |
|---|
| Content Pillars | Long-term strategy | 3-5 core themes |
| Pain Points | Problem-solving content | 20+ pain topics |
| Trend Surfing | Timely content | Weekly hot topics |
| Competitor Analysis | Proven topics | Top performers list |
| Content Audit | Optimization | What works/doesn't |
Implementation
Step 1: Define Content Pillars
Choose 3-5 core themes aligned with positioning:
Example positioning: "Student budget fashion"
- Pillar 1: Budget finds (50%)
- Pillar 2: Styling tips (30%)
- Pillar 3: Trend alerts (20%)
Principles:
- Specific enough to be focused
- Broad enough to sustain content
- Aligned with positioning
- Interesting to your audience
Step 2: Brainstorm Content Topics
For each pillar, generate 10+ topics:
Use these prompts:
- What questions does my audience ask?
- What problems do they face?
- What mistakes do they make?
- What secrets do I know?
- What tools do I use?
Output: 30-50 content topics across all pillars
Step 3: Categorize by Format
Match topics to optimal formats:
Format-Topic Fit:
- Tutorials → Video or image carousel
- Quick tips → Single image
- Reviews → 3-5 image carousel
- Stories → Multi-image series
- Lists → 5-7 image carousel
Step 4: Research Trending Topics
Weekly trend research:
- Check Xiaohongshu "Explore" page
- Review competitor top posts
- Note rising hashtags
- Identify seasonal opportunities
Add 20% trend-based content to keep content fresh.
Step 5: Build Content Calendar
Plan 4-8 weeks out:
Template:
Week 1:
- Mon: Pillar 1 (topic)
- Wed: Pillar 2 (topic)
- Fri: Pillar 3 (topic)
Week 2:
- [continue pattern]
Balance: 70% planned, 30% flexible for timely content.
Common Mistakes
| Mistake | Fix |
|---|
| Too many pillars | Stick to 3-5 core themes |
| All trending content | 70% pillars, 30% trends |
| Not reviewing performance | Audit monthly, double down on what works |
| Planning too far ahead | Plan 4-8 weeks, stay flexible |
Real-World Impact
Planned accounts: 3-5x more consistent, 2x growth rate
Random posting: Burnout, inconsistent quality, stagnant growth
Related Skills:
- REQUIRED: account-positioning (align content with positioning)
- REQUIRED: content-calendar (schedule planned content)
- viral-strategy (plan for viral content)
- data-analytics (review what works)
