Blog parade: Topic plan, editorial plan, production plan. When do you need what for what in strategic content marketing?

Today, I would like to take up a fairly advanced topic in this blog parade call: Namely, the question of whether a so-called "topic plan" is recommended in the context of strategic content marketing or (corporate) blogging. I think this is a very exciting topic because it touches on a whole host of issues, both in terms of strategy and implementation. Basically, this concerns, among other things, an important core of the content strategy, namely the question of whether I only or predominantly pick up current topics in the blog ("agenda surfing") or whether I want to set topics myself ("agenda setting"). If I only ever pick up on current topics, I don't need to plan them. If I take a strategic approach, then a topic plan can make sense: Then I define in advance what I'm going to talk about, when and with what focus.

Important strategic issues...

And the decision for more topicality or more background can also be strategically very important. The more topical I am, the greater the chance of traffic - for example, by always focusing my topics on the terms that are currently most searched for. On the other hand, I am then always swimming in the current of many and can hardly set my own tracks or impulses. On the other hand, this is also an operational problem. Current things are often easier to "describe". For example, because there is already something that I can refer to. An event or a product launch or another product in the editorial department or in marketing. However, a topic that I want to set and occupy myself is often much more difficult to develop. I often have to do more research or possibly create a study myself. In my practice, I often find that the "strategic topics" simply fall by the wayside because everyone is already busy with day-to-day business.

Do you also think about something like this?

If so, bring it on! It should be clear: You can't give a blanket answer. That's why I find it so interesting! That's why I've put together a few questions as suggestions, which will certainly be super exciting to get a few insights into:

How would you define the terms theme plan and editorial plan and perhaps also production plan?
How do you separate the topic plan from the editorial and production plan?
When do you think a theme plan is necessary (and why) and when not (and why)?
How do you actually plan your topics?
Do you see any differences in the implementation? Is one more complex than the other?
What do you see as possible parameters for the answer to the question of how much current and how much strategic?

But of course these are just suggestions. If you have any other ideas: Please let me know!

And this is how it works

The rules are the same as always: You write a blog post and also write that your blog post is part of this blog parade to which you then also link. I will then see this ping (or you can send me an email with the link to [email protected] or write it here in a comment) and will then list and link all the posts here in the post. If I am good, I would summarize the most important statements (again with a link) in another blog post. The advantage for you is: You get a valuable link and thus readers/visitors for your blog - on the one hand directly here from the blog parade, on the other hand via a better ranking in Google. And the reader will find many opinions and perspectives on an exciting topic in one place.