Add a little Structure to your Marketing Plan

When you’re running a small business, the concept of “structure” can feel like a luxury. Something you might get around to once you’ve finished with the actual work.

But I find that having a clear structure for your content marketing can actually boost your creativity - not squash it. It gives you a framework to hang your ideas on, a roadmap to stop you from staring into the void every time you try and come up with content ideas for your small business marketing.

The key is to choose a structure that supports your strategy. A structure should guide you toward your goals, not just fill a calendar. Here are a few content marketing frameworks you might want to try - and how they can support different parts of your customer journey.

1. The 3:2:1 Structure

This is a favourite of mine - a simple recipe to help you plot out your content:

• 3 x Relatable content: Shows your audience that you understand them. This might be a behind-the-scenes story, a meme, a common frustration they experience, or a personal post they’ll connect with.

• 2 x Nurture content: Builds trust, teaches them something useful or helps them get to know and trust you.

• 1 x Sales content: Clearly outlines what you offer, who it’s for, and how to buy/book.

Use this to fill your weekly or monthly content plan. It ensures you're supporting your audience at every stage of their relationship with you - from connection, to trust, to conversion.

2. Time-Focused Structure

Content hits differently depending on when you post it. This structure helps you align your posts with the rhythm of your audience’s day or week.

For example if you’re a health coach, Monday might be great for sharing motivation or fresh-start energy. By Friday, your audience might want quick wins, comforting tips, or weekend meal-prep ideas.

Pair this with 3:2:1 for extra power: try planning your sales posts for midweek (when energy is higher) and your relatable posts for a slow Sunday scroll.

3. Content Pillars

Think of these as your brand’s big themes - the 3–5 topics you always come back to.

For example, if you’re a natural skincare brand, your pillars might be:

• Ingredient education

• Customer results

• Skincare routines

• Sustainability tips

• Behind-the-scenes making process

Use these to guide your ideas, keep your messaging consistent, and make brainstorming easier. When you’re planning a content piece ask yourself: does it fit one of my pillars? If not is it really part of your strategy?

4. Monthly Focus Themes

This structure is perfect if you like to zoom out. Choose a focus each month - maybe a service you want to promote, a challenge your audience is facing, or a seasonal hook.

Then build your content around that. You might:

• Share educational posts around the theme

• Create a freebie or lead magnet

• Run a mini series or live sessions

• Post testimonials tied to that offer

It’s a great way to stay focused and make your content feel connected.

In Conclusion: Structure = Support

Structure isn’t about squeezing your creativity into a box. It’s about giving it a shape to help it grow.

Start by choosing one structure that feels doable --then test and tweak. The right framework can help you:

• Save time

• Show up consistently

• Speak more clearly to your audience

• Find more joy - especially if you’re a planning pro like me!

Happy planning everyone! And if you need help putting together a plan that works for your business and your goals, that’s what I’m here for. Get in touch.