Content. Like it or love it there can be no doubt that it remains the cornerstone of any business growth strategy as the fuel for both inbound AND outbound marketing and sales efforts.

Having spent a career crafting content-first sales plans we know better than most the impact that a well-considered plan can have.

The challenge, however, is finding the framework to consistently deliver great ideas that talk deeply to your Ideal Customer Profile’s pains.

1+1 = 3

And before we jump into the process it’s worth making the point that sales and marketing plans should become a singular document – a cojoined plan that is so closely entwined it is one and the same thing.

Why? Because good marketing is simply an earlier stage of sales when it comes to B2B. It covers the top of the funnel, building awareness and generating demand that ‘sales can then capture and convert.

We can look at how that comes together further into this guide, but for now it’s worth understanding that the central thinking here is to produce a content driven plan that speaks to both marketing and sales efforts.

And so, where to start? In simple terms you have to start with content – and a clear understanding of the pain points you need to talk to in a bid to add value to your buyer and prove that you are indeed the partner to solve their problems.

The content planning framework

The answer then is not, surprisingly a free flowing ‘creative’ process. This approach leads to inconsistent delivery over time. Instead, you need to create structure and repeatability. Enter the Content Planning Framework…

Sectors, personas and ICP interviews

Before you even begin to look at ideas the first thing you have to do is ensure you have a thorough understanding of your Ideal Customer Profiles and their pain points through a detailed Go to Market process. 

The reason for this is that most of your ideation should point specifically at those pain points in the buying and awareness process and so having every single question, objection, barrier and point of friction captured means you will cover every stage of the critical buyer funnel.

The Go to Market process (explained via the linked to article above) will also require you to ‘bucket’ those pain points as part of defining buyer personas for your product or service. With these in place we can then move onto content.

Brainstorming for each persona

It is at this point that the more creative part of the process can begin but before we jump into ideas, we need to understand the importance of creating varied output. I wrote about this for digital marketing industry site Moz back in 2017 and the principles have not changed since.

The idea is that you need to ensure you use different content types to keep the visitor/reader interested. To do that you want to make sure that you have content provision for each of content pillars below:

1. Hygiene content – the evergreen ‘boring but necessary stuff’ that will always exist such as FAQs, comparisons, case studies etc

2. Informational content – content to make you front of mind and make your consumer trust you and smarter.

3. Engaging – bigger ‘bang’ content such as guides, webinars etc that help improve reach and educate.

Within these three pillars you must then also check that you are creating enough ideas to cover:

  • Business as Usual Content – shorter form, easy to produce on a regular cadence.
  • Big Bang – the campaign style, more involved creatives such as eBooks, surveys, guides and so on.

The above are good to keep in mind as you work through the brainstorm process described below, but also then as a checks and balance test once you have a final draft plan.

Brainstorm

In order to produce good ideas, we need a framework, and a way to bring more people into the process separately.

Separation is a key part of this as whilst creative brainstorms are a fun thing to do together you often find that people feed off each other’s ideas and as a result they tend to look very similar.

By running the process remotely, you can actually end up with a better and broader collection of ideas and concepts to build your draft list with (more on that later!).

The importance of sectors

Step one is all about further laser focusing of our creative process, however, and that means truly understanding your key market sectors you want to focus on.

Understanding and choosing these is again part of our GTM process but in short, the more focused you are from a proposition and sales and marketing perspective the greater chance you have of achieving cut through and brand awareness.

This ‘trojan horse’ approach is key to creating market penetration and deciding on which sector, or sectors you should focus on should be decided based on historic experience (where have you got the best-case studies?) and also via the work you do with you ICP research.

Let’s say though, for the sake of this process you know your sector focus and you have landed on two. We will focus on how the creative process runs for one of them now and it is then a simple case of rinse and repeating for the other.

The process.

  • Agree the sectors you want to brainstorm ideas for.
  • Create a couple of different personas for each of those sectors.
  • Create and print A4 sheets with the content types (as per the below examples) on, leaving space for 3-5 ideas under each heading.
  • Ensure the personas are included on the sheets so people can think specifically about their pain points – you can list them too if you wish to help. And include a mention of needing ideas for BAU and Big Bang.
  • Ask a selection of people or the whole biz to brainstorm 3+ ideas for each content type individually and share with you.
  • Take all those ideas and sort into a single master list. Prioritise those ideas based on deepest pains you need to show awareness of and solutions for. Put ideas in column A, categorise in column B whether they are Hygiene, Informational or Engaging and by BAU and Big Bang in column C. In the final column decide on best content type from the list below.
  • Repeat the process for each sector.

Once you have done this you should end up with a final list of ideas and a classification system that should enable you to check that you have all content types covered and pain points too.

  • From here the task is an operational one, timelining each idea using a content calendar template like this one – feel free to make a copy.
  • Ensure that the ideas are matched up to the right/best content format (video, infographic, short form video, article etc.).
  • Add tasks for creation, Qc etc. into your project management system.
  • Deliver and plan in a fresh brainstorm every 5 months or so to update and extend.

Some content type inspiration to help!

Creating variation in your content not only prevents monotony but also maximizes the potential for reaching different segments of your target audience.

From blog posts and podcasts to interactive quizzes and virtual reality experiences, each content type brings a unique flavour to your brand narrative. This diversity not only enhances user experience but also strengthens your brand’s identity by showcasing versatility and adaptability.

To ignite inspiration and aid your content planning for the coming year, we’ve compiled a list of 99 different content types.

This curated collection spans across written, visual, and interactive mediums, offering a broad spectrum of options to infuse innovation into your content calendar.

So, let this list serve as a catalyst for your creativity, propelling your content strategy to new heights in 2024. Embrace the variety, experiment with different formats, and witness the transformative impact on audience engagement and brand resonance.

  • Blog Post: Informative articles published on a website, typically written in a conversational style, covering various topics.
  • Infographic: Visual representation of information or data designed to make complex concepts easily understandable.
  • Podcast: Digital audio or video files available for streaming or download, often featuring discussions or interviews.
  • Webinar: Online seminar or presentation conducted over the internet, allowing participants to interact and engage with the content.
  • eBook: Digital book or guide, often downloadable, covering a specific topic or providing in-depth information.
  • White Paper: Authoritative report or guide addressing a specific issue, often used in a professional or technical context.
  • Case Study: Detailed analysis of a real-life project, situation, or campaign, often used to showcase success stories.
  • Interview: Q&A session with an individual, providing insights or expertise on a particular subject.
  • Video Tutorial: Visual demonstration or explanation of a process, skill, or concept through video content.
  • Social Media Post: Short-form content shared on social platforms, including text, images, or videos.
  • Newsletter: Periodic email containing updates, news, or information, usually sent to subscribers.
  • Slide Deck: Presentation slides created using software like PowerPoint or Google Slides.
  • Survey/Poll: Collection of data or opinions from a targeted audience to gather insights.
  • Interactive Quiz: Engaging content where users answer questions to receive personalized results or information.
  • Research Report: In-depth study presenting findings and analysis on a specific subject or industry.
  • Press Release: Official statement issued to media outlets providing information about an event, product, or company.
  • FAQs (Frequently Asked Questions): Compilation of commonly asked questions and their answers on a specific topic.
  • Meme: Humorous image, video, or piece of text widely shared online to convey cultural ideas or trends.
  • GIF (Graphics Interchange Format): Animated image format often used for conveying short, looping visual content.
  • Book Review: Critical evaluation of a book, discussing its merits, flaws, and overall impact.
  • Poetry: Literary form expressing emotions, ideas, or artistic concepts through rhythmic and metaphorical language.
  • Recipe: Step-by-step guide for preparing a specific dish, often accompanied by images.
  • Dictionary/Glossary: Compilation of terms and their definitions related to a particular subject or field.
  • Comic Strip: Sequential art form presenting a humorous or dramatic narrative through illustrations.
  • Product Review: Assessment of a product’s features, performance, and overall quality.
  • DIY (Do-It-Yourself) Guide: Step-by-step instructions for creating or fixing something independently.
  • Op-Ed (Opinion Editorial): Article expressing a personal opinion on a current issue, often featured in newspapers or magazines.
  • Virtual Reality (VR) Experience: Immersive digital content providing a simulated environment for users.
  • Dictionary Podcast: Audio content exploring the meaning and origin of words.
  • Travel Guide: Comprehensive information on a specific destination, including attractions, accommodations, and tips.
  • Book Excerpt: Portion of a book published separately to provide a preview or highlight a specific section.
  • Virtual Tour: Online simulation allowing users to explore a location or property virtually.
  • Photography Portfolio: Collection of a photographer’s best work showcasing their skills and style.
  • Mobile App: Software application designed for mobile devices, offering various functionalities.
  • Inspirational Quote: Short, uplifting statement meant to motivate or inspire readers.
  • Interactive Map: Digital map that users can engage with, often featuring clickable elements for additional information.
  • Online Course: Educational content delivered digitally, covering a specific subject or skill.
  • Guest Post: Article or content contributed by a guest author to another person’s blog or platform.
  • Live Streaming Session: Real-time broadcast of audio or video content, often featuring live interaction with viewers.
  • Personal Essay: Reflective and introspective piece of writing sharing personal experiences or opinions.
  • Book Trailer: Video preview promoting a book, similar to a movie trailer.
  • Virtual Reality (VR) Tour: Immersive digital experience guiding users through a virtual environment.
  • Meditation Guide: Audio or video content providing guidance for relaxation and mindfulness.
  • Interactive Story: Narrative that allows readers or viewers to make choices that impact the plot.
  • Documentary: Non-fictional film or video exploring real-life events, issues, or subjects.
  • TED Talk: Short, powerful presentation delivered at a TED (Technology, Entertainment, Design) conference.
  • Flash Fiction: Extremely brief work of fiction, typically fewer than 1,000 words.
  • Email Course: Series of educational content delivered via email over a specific period.
  • Social Media Takeover: Temporary control of a social media account by a guest contributor for a specific purpose.
  • Augmented Reality (AR) Experience: Digital overlay on the real world, enhancing the user’s perception.
  • Roundup Post: Compilation of content or resources related to a specific theme or topic.
  • Online Forum Thread: Discussion or conversation among users on an online platform.
  • Audiobook: Narrated version of a book available in audio format.
  • 3D Animation: Moving visual content created in three-dimensional space.
  • Crowdsourced Content: Material generated by a group of individuals, often through collaboration or contributions.
  • Online Quiz: Interactive game or assessment delivered through a web platform.
  • Architectural Visualization: Digital representation of architectural designs or concepts.
  • Live Chat Session: Real-time text-based communication between users, often on a website.
  • Book Club Discussion: Group conversation about a specific book among members of a book club.
  • Code Snippet: Small portion of code shared for educational or illustrative purposes.
  • Online Portfolio: Showcase of an individual’s work, skills, or achievements on a digital platform.
  • Trend Report: Analysis of current trends, often used in marketing or industry analysis.
  • Printable Resource: Downloadable document or file that users can print for reference or use.
  • Language Learning App: Mobile application designed to facilitate language acquisition.
  • VR Art Gallery: Virtual space showcasing digital or virtual reality artworks.
  • Interactive Poll: Engaging survey with interactive elements, often used on websites or social media.
  • Guided Meditation Video: Visual content providing step-by-step guidance for meditation.
  • Brand Storytelling Video: Narrative content conveying the brand’s history, values, or mission.
  • Playlist: Curated list of songs or videos, often themed or tailored for a specific mood or occasion.
  • Animated GIF Infographic: Animated representation of information or data in GIF format.
  • Role-Playing Game (RPG) Module: Interactive narrative or scenario for role-playing games.
  • Online Marketplace Guide: Comprehensive information on navigating and using online marketplaces.
  • Augmented Reality (AR) Game: Digital game that blends virtual elements with the real world.
  • Email Newsletter Series: Sequential emails delivered over time, forming a series on a specific topic.
  • Product Unboxing Video: Visual content featuring the unpacking and showcasing of a product.
  • Short Film: Brief cinematic work, often telling a compelling story in a limited timeframe.
  • Historical Timeline: Chronological representation of historical events or developments.
  • Self-Assessment Quiz: Interactive tool allowing users to evaluate themselves on a particular subject.
  • Language Translation Tool: Digital application or platform facilitating translation between languages.
  • Collaborative Playlist: Playlist created and curated by multiple contributors or users.
  • Interactive Budgeting Tool: Digital resource assisting users in managing and planning their finances.
  • Virtual Fitness Class: Online exercise session led by a fitness instructor, often streamed live.
  • Virtual Reality (VR) Workshop: Digital event or session providing hands-on experiences in a virtual environment.
  • Data Visualization Dashboard: Interactive display of data, making complex information easy to understand.
  • Microblogging Post: Short-form content, typically limited in length, shared on microblogging platforms.
  • Career Development Webinar: Online seminar focused on professional growth, skills, or career advancement.
  • Online Art Exhibition: Digital showcase featuring various artworks, often with artist profiles.
  • Podcast Series: Collection of podcast episodes centered around a specific theme or topic.
  • Digital Comic Book: Comic book available in digital format for online reading.
  • Self-Care Checklist: List of activities or practices promoting mental and physical well-being.
  • Web-Based Game: Digital game accessible through a web browser, often for casual gaming.
  • Themed Wallpaper Collection: Digital wallpapers designed around a specific theme or concept.
  • Virtual Conference: Digital event bringing together participants for presentations and discussions.
  • Self-Help Video: Visual content offering guidance and advice for personal development.
  • Online Art Auction: Digital platform facilitating the buying and selling of artworks through auctions.
  • User-Generated Content Contest: Campaign encouraging users to create and submit content for a chance to win.
  • Digital Poetry Slam: Online event where poets perform and share their work in a digital format.
  • Personal Finance Blog: Blog focused on topics related to personal finance, budgeting, and investments.
  • AR Storybook App: Mobile application blending augmented reality with storytelling for an interactive reading experience.