How to Create a 12-Week B2B Content Plan in 6 Simple Steps

Organising content and creating content plans – I have to say, it’s kind of my jam. And, I have a process for you to create a B2B content plan that’s simple, quick and will make you feel more organised than Marie Kondo!  

A B2B content plan is important because it helps you create content consistently, keeps your content marketing on track and makes creating content easier. It also means that when you come to write your blogs or the specific wording for your social media captions, you have prompts already planned to inspire you.  

This may seem unauthentic but having these ideas planned gives you plenty of time to create relevant content that’s valuable to your audience. There’s also nothing stopping you from posting spontaneous posts throughout the month as and when something social media-worthy happens in your business or industry.   

Here’s my process for creating a 12-week B2B content plan to make your life that much easier…  

1. Decide how many socials and blogs you are going to plan for each month  

For this blog, we’ll use two socials a week and two blogs a month as an example. So, for 12 weeks that’s 24 social captions and eight blog ideas we need to come up with. Open a Word document and type the names of the three months you’re working on. 

2. Search for holidays and key dates happening in those months  

Monthly events and holidays are a great place to start for generating content ideas. Google “key dates social media 2021” for inspiration. You can also follow me on Instagram for content prompts at the beginning of each month. 

3. Note any key dates in your Word doc that are relevant – or could be linked – to your business 

Include the name of the holiday and the date in your Word doc. For instance, if you’re a managed service provider, a post on Data Privacy Day (28th January) would be apt. Not every month will have an event or key date, but it’s a good place to start for ideas. Also, add any events or webinars you are attending or hosting and would like to promote.  

4. List your remaining topic ideas 

Once you have your key dates listed, see how many social media posts you are left with. For example, if one month has two events, you have six topics left to come up with for that month. 

Keep in mind a balance of educational, more ‘fun’ topics and promotional topics (see pro tip below). Include your two blog topics (announcing these when they’re published can be social posts too) and complete this for all three months. Remember, at this stage, you’re just adding topic ideas not the exact wording.  

Pro tip: Keep the ratio of your content 80:20 – that’s 80% educational or ‘fun’ content and 20% promotional. So, out of the eight topics for the month, six need to be educational or more informal and two need to be promotional. Two might not sound like a lot, but the educational posts are still promoting who you are and what you do – just more subtly – and in a more engaging way.  

5. Get your content ideas organised in Excel 

You should now have 12 weeks’ worth of content ideas in your Word doc –that’s 24 social media captions and eight blog ideas. Next, open Excel and the calendar on your phone so it’s in front of you. 

Call the first column of the spreadsheet “date” and put the dates you want to post each social and publish each blog. Other than the key dates/holidays, you can choose the dates at random, making sure they’re spaced out. So, if you post on a Monday, Thursday would be a good day for your second post that week. 

Pro tip: Keep in mind hashtag days. For instance, if you’re posting a testimonial that month, how about making sure it’s posted on a Tuesday and using the hashtag #testimonialtuesday? You can find a list of hashtag days here 

6. Fill in your Excel spreadsheet with your topic ideas 

Name the second column “topic” and copy and paste the topics from your Word doc over to the spreadsheet. Remember to space out the two promotional ones throughout the month. 

Name the third column “notes” to include your initial ideas for the caption that you can come back to. The fourth column should be “type” to keep check of what kinds of posts you are publishing (educational or promotional).

Finally, name the last column “image” where you can put in what type of image you will use (i.e. a stock image, company photo, Canva design etc.) 

FINAL THOUGHTS

Now you’ll have a spreadsheet with all your ideas in one place. Dedicate just one morning every three months to create your 12-week B2B content plan and it will make writing your blogs and social media captions for the month ahead so much easier since you’ll have your prompts and ideas to hand. 

I know what you’re thinking: how do I come up with topics for my B2B content plan? Don’t worry, I have you covered. Here are 21 Engaging Content Ideas for B2B Social Media Posts

And, if you need help creating your B2B content plan for social media and blogs, you know where to find me! Contact me today to discuss your requirements.