The "CONTENT PLANNING STRATEGY" that never fails

Your content planning needs direction just like your to-do list. ✅

Have you ever struggled with maintaining consistency in your social media posts, whether on Instagram, LinkedIn, or any other platform?

This usually happens when there’s no solid content strategy for LinkedIn or any other social media platform.

Being able to plan a month in advance takes the stress out of last-minute ideas and helps me stay consistent and intentional with everything I share.

After creating content calendars for over 100 clients, I’ve picked up a few key insights that could really help you too.

1. Define Your Content Goals

↳  After 8 years in the marketing business, I knew exactly what I wanted to create: content around Personal branding, LinkedIn, & Agency Business.

↳ Having clear goals helped me overcome the confusion, so ask yourself- why are you creating content & what do you want to achieve out of it.

2. Decide How You’ll Measure Performance:

Once you’ve set your goals, the next step is knowing how to measure your progress. This is the exact approach I use in my own business to track what’s working:

↳ Followers:

I grew my followers by consistently posting and engaging. It’s because my content resonated with people and felt relatable to them.

What Followers Measure:

→ Shows how many people are interested enough in your brand/content.

→ More important than the total number is how fast you're growing.

→ It's not just how many, it’s who.

↳ Reactions and Comments:

If you want to know what’s really connecting with your audience, just pay attention to how people are responding to your posts.

What is measurable:

→ Feedback based on interest

→ Whether the scroll was stopped by your content

→ Engagement at the surface level.

3. Engagement & Engagement Rate:

My engagement rate has consistently been strong. It’s a clear sign that my audience connects with my content. It helps me see what’s working, so I can keep creating content that truly matters to them.

↳ Re-shares: 

When people trust you and find value in your content, they’ll be more likely to

→ Share it, What re-shares indicate that someone wants to share your content because it's so valuable.

→ Emotionally, intellectually, or inspirationally, you've touched a nerve.

→ You're producing content that increases in value rather than just being "liked."

↳ Impressions:

This helps me understand what’s catching my audience’s attention, and I adjust my strategy accordingly. What to measure:

→ Keep track of the post types that receive the most impressions.

→ You might need a more compelling hook or call to action if impressions are high but engagement is low.

→ You can find out when your audience is most active by looking at posts with more impressions.

Bonus Insight:

A good engagement rate on LinkedIn is typically between 2–5%. You can calculate it as:

Engagement Rate = (Total Reactions + Comments + Shares) ÷ Total Impressions × 100

4. Identify Your Audience

Get clear on who you’re targeting. Understand their interests, challenges, and what they want to achieve.

For Example, my target audience is made up of funded startups and SME founders who are focused on growth and scaling.

↳Choose Your Content Pillars

Content pillars are key topics that help guide what kind of content you share with your target audience.

For example, if you run a marketing business, your content pillars might look like this:

→ Personal Branding

→ Lead Generation

→ Social Media Marketing

→ Content Strategy

I’ve created 60 post ideas each month based on my content pillars, along with 6 newsletters to keep the value flowing consistently.

5. Choose Content Types and Themes

Mix up your content—use articles, infographics, videos, or even LinkedIn polls. Plan what to share and when, and make sure it aligns with what your audience actually cares about.

Example: Each week, I share a blend of industry insights, real case studies, and practical marketing tips in different content types & themes.

↳ Analyze Your Existing Content

You need to know if it’s resonating with your audience so you can adjust and plan your next steps accordingly.

Start by grouping your content into categories, and then consider these questions:

↳ Highest engaging post?

↳ What’s working in these posts?

↳ Your best performance post?

↳ Post with the most interaction?

↳ Timing of your posting?

↳ Plan Your Posting Schedule

Try to stick to a consistent posting schedule that aligns with when your audience is most active.

For example, if you're aiming to reach professionals, weekday mornings, like around 9 AM on Tuesdays or Thursdays, tend to be great for getting more engagement.

6. Map Content to the Buyer Journey

If you're targeting founders, coaches, or creators, meet them where they are in their decision-making.

→ Awareness: Share stories, memes, or insights that show you get their pain.

→ Consideration: Share case studies or “before/after” transformations.

→ Decision: Drop testimonials, offers, and clear calls to action.

📌 Your content isn’t just posting, it’s pre-selling.

Final Takeaway

Planning your content shouldn’t feel like pulling teeth. It should feel like building a flywheel that gets sharper with time.

The more you measure, the better you get. The clearer your pillars, the faster you move.

So whether you’re a solo founder or scaling a content team, don’t wing it. Build a calendar that actually builds your brand.

🔁 Repeat what works.

📊 Track what matters.

💬 Show up like you mean it.

Your next big inbound lead? Already scrolling LinkedIn.

Go meet them there.