From CopyBlogger: The 3-Step Cure for Boring, Useless Content
1) Create an editorial mission
Most trade journals and top-tier blogs have editorial missions. The editorial mission provides a compass, always guiding writers toward relevant subjects.
What do you stand for? What do you offer customers and readers?
Every company has unique knowledge it can share with customers. Understanding the middle ground between your company and the customer opens the door to value creation.
For more complex subject areas, develop specific topic areas. You or your writers can develop content for these “beats.”
I’ve never written out a detailed plan. I’m actually not good when it comes to things like focus, discipline, planning and details.