InsightsContent strategy
A content strategy template is useful when it shows the choices, not just the headings. Here is a skeleton you can copy.
Not 80 pages. A theme set, formats, channels and a sequence — built on search demand, the way Palan works.
At the top: who it is for, which question, which goal. Then three to five themes. Per theme: format, channel, intent, first title.
At the bottom: what you will not make. That stops the template turning into a calendar of wishes.
Fill the columns with your search questions, not ours. The model is the same for B2B, product or brand — the data is not.
Start with one channel if demand is sharpest there. The template can grow. It does not have to do everything at once.
A good template shows choices: theme, format, channel, intent and what you leave out. It is not a campaign plan and not a brand story. Palan uses a table per theme, backed by search and viewing data, plus the first formats so production can start.
You can copy the columns. Not the themes. Those come from your search and viewing data. A borrowed theme set is a pretty document that production cannot follow. Palan fills the same template per client; the answers are never the same.
The fields on this page are the template. Copy them into a sheet or a doc and start filling. A PDF without your data is decoration. If you want Palan to fill it with you, that is the service page — not a hidden file.
Yes. B2B usually means a longer chain and more comparison questions. The columns stay. You add who decides, who advises, and which question belongs to which step. The template does not get thicker. The data does.
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