6/15/26 #ContentChat: Refining Content Ideation and Planning

In this #ContentChat session, Erika Heald kicks off Part 2 of her book *Content Foundations*—moving from documentation to execution. Instead of chasing endless ideas, Erika shows how to build systems, templates, and workflows that protect your time, reduce burnout, and keep your content aligned with strategy. You’ll learn: - Why most content teams don’t have an ideation problem—they have a **prioritization** problem - How to use **templates as clarity enablers**, not creativity killers - Ways documented **workflows eliminate bottlenecks** and “institutional knowledge” risk - How to treat **AI like a new hire** and why planning dramatically improves your AI outputs - What a **sustainable, flexible planning process** looks like in real life Based on Chapter 5 of *Content Foundations*, Erika also walks through the kinds of planning tools that support scalable content operations: planning and brief templates, brainstorming worksheets, content pillar mapping, editorial calendars, workflows, and distribution frameworks. If you’re drowning in ideas but struggling to execute consistently, this session will help you build the systems you need to scale without burning out. **Mentioned concepts:** - Brand voice and style guides - Audience personas - Content taxonomy - Content planning and briefs - Workflows, trackers, and editorial calendars - AI as a force multiplier (when you plan well) **Conversation highlights:** 0:00 – Welcome + Content Foundations Part 2 Overview 0:40 – Recap of Part 1: Voice, Style Guide, Personas, Taxonomy 2:00 – Do We Really Have an Ideation Problem? (Spoiler: No) 3:10 – Why Planning Is About Prioritizing the Right Ideas 4:30 – Templates as Clarity Enablers, Not Creativity Killers 6:00 – Reducing Decision Fatigue with Structured Templates 7:30 – Documented Processes vs. Unwritten Rules 9:00 – How AI Amplifies (Good or Bad) Planning and Process 11:00 – Building Sustainable, Flexible Planning Systems 12:30 – Key Takeaway: Content Teams Need Better Systems, Not More Ideas 13:30 – What’s in Chapter 5 + Preview of Chapter 6