Why content plans usually stall

Almost every client who comes to us saying “we want to work on content more structurally” already has a plan. The problem is rarely the plan. It is that nobody executes it on the Wednesdays when things get busy.

A plan without hours is a wish list

Twelve posts a month sounds doable until you work out who makes them. Cost your plan in hours once and you know straight away whether it is realistic. That is exactly why our estimator asks about hours and not about ambitions.

Pick a rhythm you can keep when things go wrong

One good video a month that is always there does more than four that exist for three months and then never again. The pattern that lasts longest with us is a standing team with a fixed number of hours per month — not the big campaign.

Consistency beats volume. Almost always.

Put the season in your plan

Who outsources work, and for what, shifts through the year. A retailer needs something different in October than in March. Plan the peaks ahead instead of absorbing them, and you will not have to find someone in a hurry.

What to settle up front

Who decides, where the files land, and how many hours a month are available. Those three things determine whether a plan is still alive in six months.