Content plans usually fail for a boring reason: they were written for an imaginary business with spare time. A plan you can stick to starts from the time you actually have.

Plan around capacity, not ambition

Decide how many hours a week genuinely exist for marketing, then work backwards. Two hours might mean one blog every fortnight and three social posts a week. That is a perfectly good plan if it happens every week.

Give every slot a job

Vague slots like ‘post something on LinkedIn’ create friction. Slots with jobs, such as ‘answer one customer question’ or ‘share one recent piece of work’, remove the blank-page problem because the decision is already made.

Review the plan monthly, drop what you consistently skip, and double down on what you consistently deliver. The best plan is the one that survives contact with a busy quarter.