How you build your plan is dependent on numerous factors - the size and structure of your company, your comfort level with content creation, and the degree to which you are invested in content marketing as a practice.
Businesses that have open and robust conversations at the executive level around the cost of content and the role marketing content plays within the enterprise will create a stronger foundation for future success.
There's a lot that goes into creating your content schedule, but don't make things more difficult than they need be. Remember the three R's - Refresh, Repurpose, Review - and you will stay in good shape.
Advertising used to be an accepted feature of modern life. Now adblockers and web browsers allow us to switch off, or significantly minimize, ad exposure. What has changed in recent decades? Why are we becoming ever less tolerant of, ever more desensitized to, ads?