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:

• Content Pillars - 3-5 core themes

• Pain Point Analysis - Audience problems

• Trend Surfing - Hot topics

• Competitor Research - What works

• 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:

• Check Xiaohongshu "Explore" page

• Review competitor top posts

• Note rising hashtags

• 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)