How to plan ahead when you can, and react efficiently when something comes up.
My number one reason to plan ahead and streamline your content process is so to free you up to focus your energy on reacting to content in real time when you need to.
If you have a month’s worth of content locked and loaded, then you can turn your attention to the issue of the day and decide how to respond to it without abandoning your message guide.
Sometimes reacting to content is important or alluring, but doesn’t serve your overall goals. So I don’t advise solely being reactive, unless you’re a news site or cover the latest issues. It can also take time to decide if and how you want to react to an issues, so it’s good to have the time, space, and a process for that.
If you’re feeling reactive make sure you’re not falling into the trap of repeating oppositional messaging or forgetting to voice your very important messages!
Planning ahead for in the moment: If you establish a process for how to decide how to react to content, it can take the stress out.