How to Create a Content Plan That Actually Works
(Even Without SEO Tools)

Introduction

One of the biggest challenges for businesses without a dedicated marketing team is creating a content plan that actually works. Where do you find ideas? How do you know if people are searching for them? And most importantly — how do you create content that attracts the right audience, not just clicks?

The good news: you don’t need expensive software to get started. Free tools like AnswerThePublic make it easy to see what your audience is already asking online. Combine that with smart keyword research and a little planning, and you’ve got the foundation of a content strategy that answers real customer pain points.

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Why Content Plans Often Fail

Before diving in, let’s address why so many businesses struggle with content planning:

• Lack of direction: Teams don’t know what to write about or how it links to business goals.
• Wasted effort: Blogs are published but don’t rank, because they aren’t based on real search demand.
• No ROI: Content doesn’t generate leads, making teams ask: “Is content marketing even worth it?”

These issues all come down to one thing: not answering the questions your audience is actually searching for.

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Using AnswerThePublic to Find Content Ideas

AnswerThePublic is a free tool that shows you the exact questions people type into Google around a keyword. This is gold for businesses without internal SEO tools.

For example, if you search for “marketing agency”, you’ll see questions like:

• “What does a marketing agency do?”
• “How much does a marketing agency cost?”
• “Is a marketing agency worth it?”
• “How do I choose the right marketing agency?”

Each of these questions can become a blog, video, or guide. They don’t just fill your calendar — they address customer pain points, which makes your content useful and SEO-friendly.

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Turning Keywords Into a Content Plan

Once you’ve pulled ideas from AnswerThePublic and Google’s “People Also Ask,” it’s time to structure them into a content plan. Here’s how:

1. Choose core topics – Pick 3–5 themes that matter to your business (e.g. “Hiring a Marketing Agency”).
2. Cluster content ideas – Use ATP questions to build related posts (cost, services, ROI, trust).
3. Map your calendar – Spread these across 3–6 months for consistency.
4. Balance formats – Mix blogs, guides, social posts, and FAQs.
5. Track performance – Measure not just traffic, but leads and engagement.

Example cluster for “Marketing Agency”:

• Main Pillar: “What Does a Marketing Agency Do? (And Why It Matters in 2025)”
• Supporting blogs: “How Much Does a Marketing Agency Cost?”, “What Results Should You Expect From a Digital Marketing Agency?”, “How to Choose Between an SEO Agency and a Full-Service Marketing Agency.”

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Expanding With High-Volume Keywords

Beyond answering questions, you should also target high-volume keywords. For example, in the marketing world these include:

• digital marketing agency
• SEO agency London
• content marketing agency
• social media marketing services

Think about what this would look like in your own industry. A plumber might build around “boiler repair cost” or “how long does a boiler last.” A financial advisor might target “retirement planning advice” or “best investment options UK.”

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When to Bring in an Agency

Free tools like AnswerThePublic are powerful, but they have limits. An experienced digital marketing agency adds value by:

• Prioritising keywords based on search volume vs competition.
• Building content clusters that capture market share.
• Tracking results beyond traffic — focusing on leads, conversions, and ROI.

This answers another common pain point: “Why should I hire a marketing agency?” The answer is simple — they save you time, avoid wasted spend, and help scale faster.

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Conclusion

You don’t need expensive SEO software to create a content plan. By using tools like AnswerThePublic, you can discover exactly what your audience is asking — and build a plan that answers their pain points.

But when growth matters, the right performance marketing partner or SEO agency can help you go further: identifying the best opportunities, creating content that drives leads, and making sure every post ties back to business goals.

Want help turning your content plan into measurable growth? Heard works with businesses to design strategies that answer customer pain points and scale results.

Book a discovery call today →