Female entrepreneurs: stop creating content plans (and do this instead)

I got a message from a client who was considering joining one of my business & content strategy retreats. In it, they said they were glad I was covering 'business strategy' and not just helping people plan social media content.

Which made me want to cry.

Not because they'd said something 'wrong' (quite the opposite in fact).

But because it made me think I'd done something wrong.

Because I'm a content strategist.

Which means I help people get clear on their goals - and help them design a content strategy that supports those goals. Content planning does sometimes come into it - but much further down the line - when we're clear on the overall content strategy.

Sometimes it's about creating a content strategy to support their overall business goals. Other times it's about a creating a strategy for a specific content project e.g. a new podcast, email lead magnet and/or sales funnel. But it's difficult to look a project like this in isolation i.e. without seeing seeing where, how - or even 'if' - it fits into their bigger business (and life) goals. So we have to look at business strategy too.

Content Strategy vs Business Strategy (and why you can't have one without the other)

I've spent a lot of time thinking about why people associate me with content planning. My guess is because I sell a content planner: the 2023 Courageous Content Planner & Content Kit.

And since I started publishing it, back in 2017, a lot of people have popped up with content planners and content planning resources.

But my planner has never been about content planning.

Because:

• You can't create a content plan without a content strategy
• And you can't create a content strategy without a business strategy

And there's nothing like creating a content strategy to expose the 'leaky' bits of your business strategy (or highlight the fact you haven't really got one!).

I know this - always have done. But my client's comment made me think perhaps I haven't always done the best job of explaining it to my audience. And that many content specialists use the phrase 'content planning' when they're really talking about strategy (guilty as charged, by the way).

What's the difference between a content strategy and a content plan?

If you find it hard to get your head around the difference between a content strategy and a content plan, this analogy may help.

Designing a content strategy is more about the destination i.e. where do you want to go and why. And exploring the best routes - and modes of transport - to get to that destination. Your content plan is like the 'map' to create get you to that destination. And you can't create a 'map' if you don't know where you're going (or why) right?

Content strategy is at the heart of everything I do - including my 2023 Courageous Content Planner & Content Kit. Which is why includes an audio training that explains how to get the most out of the planner and kit - starting with strategy i.e. getting clear on what you want to achieve in your business the coming year (and the best route to the get there).

It's why I host an annual content strategy masterclass - where I invite planner owners to come and create their strategy with me - so they have the information they need to plan their content (and can make a start on their content plan). This year's is happening on Monday 28 November.

My 2023 Courageous Content Planner & Content Kit also includes fill-in- the gaps templates for social media posts, blogs and newsletters - to save busy business owners time. And show them how to structure content. Because when you spend less time staring at the blank page you can focus on the bigger and more important content questions (like whether your strategy is taking you where you need to be).

Just to be clear...I'm not saying you don't need a content plan at all. What I am saying is: you can't create a content plan without a first creating a strategy. Both for your business - and your content (well you can...but you'll struggle to stick to it).

Because creating a content plan without a strategy it's like driving around in a car with no idea where you want to go. Which isn't the most productive use of your time.

Janet Murray is a content strategist who helps businesses and brands generate engagement and sales from their content. Her?2023 Courageous Content Planner & Content Kit ?has helped thousands of businesses/brands with content strategy and planning. You can save 30% on yours until?Monday 28 November?with the code?BFL30. And join my annual content strategy masterclass.