content-planning

---
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
version: 1.0.0
author: The Agency
metadata:
  hermes:
    tags: [marketing]
    source: agency-agents
---

# 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**:
1. **Content Pillars** - 3-5 core themes
2. **Pain Point Analysis** - Audience problems
3. **Trend Surfing** - Hot topics
4. **Competitor Research** - What works
5. **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:
1. Check Xiaohongshu "Explore" page
2. Review competitor top posts
3. Note rising hashtags
4. 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)