Create a Content Plan That Truly Reflects Your Business

Planning your content doesn’t need to be complicated. At its heart, it’s about deciding what you want to say, where you want to say it and how often you want to show up.

For tourism and hospitality businesses, a good content plan should help you stay consistent across social media, email marketing and blogs, without feeling overwhelming.

Here’s a straightforward way to build a plan that feels manageable and genuinely reflects your business.

Start by choosing three to five themes you want to talk about

Think about the areas of your business you want to highlight regularly. These themes should work across every channel. For example: behind the scenes, seasonal experiences, local area inspiration, team stories, menus or products.

Once you’ve chosen your themes, use them as a framework. This stops you staring at a blank page and keeps your content focused on what makes your business unique.

Decide how often you will post on each channel

Your plan needs to be realistic. Choose a rhythm you can maintain.

You might decide to post on social media three times a week, send one email a month and publish one blog every four to six weeks.

The exact frequency isn’t as important as being consistent. You should make sure you keep showing up and sharing the insights that your audience want to see.

Map your themes into a simple monthly calendar

You might decide that the first week of the month focuses on a behind-the-scenes moment, mid-month highlights something seasonal and the final week shares a story about your team or customers. Use these themes across your channels so your message feels joined up.

A social post might introduce the idea. The blog explores it in more detail. Your email ties it together and invites people to book, visit or learn more.

Use everyday activity to fill in the gaps

Most businesses have far more content than they realise. Small moments can become great posts.

Preparing rooms, creating a new dish, stocking fresh products, setting up for an event or even sharing a quiet moment in your surroundings can all be turned into content.

Keep a collection of photos and notes throughout the month. When it’s time to plan, you’ll already have plenty to work with.

Repurpose your content to save time

You don’t need to create everything from scratch.

If you write a blog, pull out a few key points to turn into social posts. If you send an email, reuse a section for a caption. If a social post performs well, turn it into a blog topic.

Repurposing helps you get more from your ideas and keeps your message consistent across all your channels.

Review your content each month and make small improvements

Look at what resonated with your audience. Notice what felt easy to create and what took more time. Use these insights to tweak next month’s plan.

A good content plan evolves. The more you review it, the more you’ll understand which themes work best and which channels drive the results you want.

A content plan that reflects your business doesn’t need to be complicated. Choose a few themes, decide how often you’ll show up, map out your ideas simply and use the stories already happening in your business.

When you take this straightforward approach, your content across social media, email marketing and blogs will naturally feel more authentic, more consistent and much easier to manage.