I could come up with content ideas, sure; ones that I knew audiences would love and respond to. But I could never get them to line up – or make them feel like they fit into a broader strategy.

And because of that, I could never properly communicate them to the client – or even my own team.

And I was always being niggled by a sense that I’d left out something important. Too much was left to chance.

My issue was getting ideas out of my head and on to paper – through a logical, reliable and repeatable process.

I say ‘decided’. But really, I had no choice!

I drew up a very basic process for mapping out my thoughts – based on the needs of the audience, as with everything we do in our agency.

First on paper.

Then, on Excel.

At first, as a single 4×6 table, and then developed over time – as I added stages, automations and even colour-coding to make it easier to use.

At Far From Avocados, we’ve always believed that the more we helped and educated our clients around content marketing, the more successful we’d be.

Their success is our success, after all.

So we put the tool to the ultimate test. And shared it with some clients, prospects and even some nice people we encountered through our business.