You know this: A company blog is to be built and now it is important to plan the content. You depend on the content of the experts from the company, but the day-to-day business always takes place? So you can’t plan directly and don’t know exactly which items you need and actually get?

I feel the same way. I blog out of desire and look at how much I still have time besides work and private life. But how can this be planned? This is possible with the help of agile elements.

Agile planning: short and concise

I understand agile planning as a vision, target definition or setting framework conditions. The following must therefore be done for a project, depending on its usefulness:

  • a vision, e.g. we enable customers to use carsharing,
  • Goals, e.g. we create a CarSharing app for iOS or
  • Framework conditions, e.g. we improve the car sharing offer in the company for 3 months with this team.

The planning often goes over rough milestones and is measured at the end: What have we finished? But how can such elements of agility be incorporated into blog planning?

Reading tip:

Agile content planning

For a blog, users need to be able to provide meaningful content for a topic. I therefore recommend first to define a top topic or vision for the blog. Mine is, for example: Agility in digital transformation. It thus combines the themes of agility and digitalization.

Now, as with OKRS, it is necessary to define certain sub-topics/objectives on the basis of the vision. I recommend using categories. I have the main categories in the blog:

Now it is important for you, as a content or marketing manager, to fill them with articles. So you ask you to write articles that fit into the categories.

Why should you do that? Readers want to be fully informed and google doesn’t rank you until you have a certain density of keywords on the page. For example, when you work 4.0 (search strength 12,000 per month), you don’t rank until you’ve written at least 30 articles about the topic. On the one hand, you have enough content to give Google a keyword to your domain and enough content to keep a reader on your side for a very long time.

Google excursion: Google ranks global keywords for each page. At some point, Google recognizes from your articles that it is a blog for an aquarium, for example. Your articles then rank in keywords about aquariums even though you don’t use the keyword at all. Google then defined you as an expert in this topic.

As a marketing manager, you can now simply communicate these categories within the company, and guest authors and employees simply deliver random articles that underpin the categories. In the end, you only measure: how much content do I have per category. This means that your blog does not become too broad (too much content in all directions) and offers the reader, who wants to find out about a specific topic e.g. Digital Leadership enough content, so that it lingers on the site for a long time and even contacts you in the end.

Excursus reader behaviour: It always wins the best on the Internet. You will find a person who dominates this in almost every keyword. I am always told that at work 4.0 and related keywords you always find my blog on page 1. So I don’t feel like I’m dominating that keyword. Experience has shown that successful bloggers rely on 1-3 keywords and try to dominate them strongly. If you do that, you generate real leads.

It is also important that you link your articles internally. The reader should therefore have the opportunity to learn more about certain points that he would like to understand more precisely. So look at how you spread the items widely.

Example internal linking: You write an article about using software in the workplace. They describe that cloud-enabled applications in particular are easy to use for virtual teams. As a reading tip, an article about virtual teams or cloud computing would be perfect. Another example is the impact of using software in the workplace, which leads the reader to another article on technostress and health in the workplace.


With this planning, I don’t need an editorial action plan or i need schedules. I just write with the goal of filling my categories with as many good articles as possible and have clear topics in the blog. Whenever I write an article, I ask myself beforehand: Which category does it pay for? If not, I just don’t write it.

The advantage is that your blog has such a clear focus and is considered an expert blog for a keyword. This usually allows you to generate most leads. Of course, these are not all tips, but only a rough overview. Of course, there is still a lot to consider, such as

  • Meaningful clustering of articles,
  • Overview/pillar articles,
  • Keyword density of articles and much more.

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Genderhinweis: Ich habe zur leichteren Lesbarkeit die männliche Form verwendet. Sofern keine explizite Unterscheidung getroffen wird, sind daher stets sowohl Frauen, Diverse als auch Männer sowie Menschen jeder Herkunft und Nation gemeint. Lesen Sie mehr dazu.

Falls es noch Fragen gibt, können Sie mich gerne anrufen. Hierzu einfach im Buchungssystem nach einen freien Termin schauen. Ich nehme mir jeden Monat einige Stunden Zeit um mit Lesern zu interagieren.

Helfen Sie meinem Blog, vernetzen Sie sich oder arbeiten Sie mit mir

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Vernetzen Sie sich in jedem Fall auf Xing oder LinkedIn oder kontaktieren Sie mich direkt für einen Austausch, wenn Sie gleich mit mir ins Gespräch kommen wollen. Werfen Sie auch einen Blick in meine Buchvorschläge zur Digitalisierung, vielleicht wollen Sie mir auch ein Buch empfehlen?

Ich arbeite gerne mit Unternehmen zusammen. Sie können mich ebenfalls gerne bezüglich folgender Punkte anfragen:


I blog about the impact of digitalization on our working environment. For this purpose, I present content from science in a practical way and show helpful tips from my everyday work. I am a manager in an SME myself and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the chair of IT Management.

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