Start with a plan, leave an impression.
Like any great piece of work, to create exceptional content you must have a plan. Without a plan, your content will lack direction and fail to deliver to your audience. Conversely, a clear, thought-out plan will be a road map to lead you through what you want to produce, when you want to produce it and most importantly... for whom.
This map will not only be a starting point for your content planning, but also a point of reference to keep you focused throughout your content creation efforts. A content plan also has a wider role, as a subset of your content strategy and ultimately, as part of your overall brand strategy.
A content plan then, is really the ability to focus your content to deliver to your brand and business goals.