Designing a Content Plan

Anne Thomsen
Content Lead

Assuring A Perfect Flow With A Content Plan

We find it useful to plan content in advance with a thorough plan – but a flexible one. The content plan is a useful tool for administrating upcoming activities and priorities, while also giving a great overview over content, but it is an advantage also to make room for impulsive and relevant updates or news.

You all know we are going to tell you, that great content should be interesting for your readers and naturally differ – because, who wants to keep reading uninteresting and old content? But have you thought about the format of your stories? When considering content design, the key is to obtain the perfect flow, and assuring one piece of content will complement the next in the best way possible. The following three levels can advantageously be used to time and tie the overall stories together – on all platforms!:

  • Hero
  • Heart
  • Baseline


Firstly, lets dive into Hero-content:
Content embracing Hero, usually has a large production value – it is the content which you hope, will live a long life on it’s own, just because it’s marvelous! It is the awesome content which you expect to both strike and affect a large group of people, also those who may not be interested in your brand.

Let’s look at an example.
In November 2013 Volvo posted their video The Epic Split, in which Jean-Claude Van Damme completes an amazing split between two reversing trucks. Volvo’s goal was to demonstrate the stability and precision of Volvo’s dynamic steering function. The advertisement was within a few months seen by 70 million people – it had success, as it was able to create attention, inform and entertain all segments, including those who weren’t interested in buying a Volvo truck. Watch the clip here.

Even though Hero content may be the most thrilling to execute, the unavoidable downside is that most people will see the Hero content a couple times, talk about it, and then forget it. Therefore it is a necessity to keep your new followers interested, making sure they keep engaging in the following content. This leads us to heart content.


Heart-content is not as comprehensive or large-scale as Hero content, but it maintains content in a high quality, so potential customers will keep returning to your brand or platform. Let’s return to Volvo’s case. Following The Epic Split, they posted videos with the truck-expert Brian, who spent 25 years testing large vehicles. He drives around in Volvo Trucks talking about tips, tricks, concerns and interests of truckers. This contributed to engaging the truck-community and ensured new followers would keep returning to Volvo.


Lastly, the baseline content is essential for your brand’s survival and resilience throughout the content-cycle. It is the always-on strategy that guarantees constant visibility on platforms. This includes daily news, customer service etc. It is often seen as the more social part of content, as this is also where your brand has unlimited opportunities to listen and learn. By daily listening and interacting with stakeholders, you can learn what they think about your brand, which topics they find interesting, collect user reactions and lastly receive great inspiration for later content.

To find the perfect balance between Hero, Heart and Baseline content, use the model demonstrated below.

If you possess large budgets or loads of resources it can be tempting to constantly produce Hero content. Whatever platform you use, tv., radio, social media, your content flow should always have peaks and valleys. As such, valleys are needed to really appreciate the peaks.