Themes are your strategic anchor for content planning ⚓
It’s planning time! While you’re laying out your content strategy for the year you know the details will evolve… Deadlines will shift, product launches might get delayed or moved up, and subject matter experts could back out. You may even discover new channels or tactics that work better, requiring a pivot.
What shouldn’t change, however, are your themes. These are the foundation of your strategic narrative, creating cohesion throughout the customer journey. Whether prospects or customers, everyone should see a consistent message.
Ideally, these themes come from leadership, but they can also originate from product marketing or your team. Either way, you must align on these themes and ensure they guide your strategy.
The key to a successful content plan is having clear, well-defined themes, coupled with a high-level view of how they’ll play out across your content funnel that you can easily share across teams to achieve buy-in.
To help you map this out, here’s a template you can also drop into any Google Sheets or PowerPoint presentation.