If your marketing plan feels like a vague idea you keep meaning to get to, this episode is your reset. I'm walking you through how I'm building my 2026 marketing plan in a way that actually works with real life, real energy, and real seasons, not hustle or constant posting.

We'll talk about why your POV matters more than trends, how to choose one main piece of content instead of doing everything, and how to design a marketing ecosystem that feels sustainable even when your capacity changes. 

This is about creating a strategy you can keep showing up for, not one that burns you out halfway through the year.

In this episode of the podcast, I talk about:

Why your unique perspective is the foundation of your marketing

How to choose signature content that fits your season of life

What supporting content should do, and what it shouldn't

Attraction strategies that don't drain your energy

How to think about metrics, energy budgets, and seasonality for 2026

…And More!

 

This Episode Was Made Possible By:

Riverside All-in-One Podcast & Video Platform

Visit Riverside and use the code DREA to get 15% off any Riverside individual plan. We use it to record all our podcast interviews: https://onlinedrea.com/riverside 

 

Go to the show notes for all the resources mentioned in this episode: https://onlinedrea.com/392

Episode #392 – Building a 2026 Marketing Plan: POV and Signature Content for a Sustainable Strategy

Host: Andréa Jones

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If your marketing plan right now is all vibes and a little thought in the back of your mind like, “I should post more,” then welcome to this episode of the Mindful Marketing Podcast. We’re talking about how to build a 2026 marketing plan—not about posting more, but about creating a strategy that works for you and your real life. Something repeatable and flexible as your life shifts and, frankly, as marketing shifts.

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Setting the Framework

It’s easy for marketers, especially in social media, to get caught up in what’s trending and become reactive. There’s a place for reactive marketing—about 10‑15 % of your strategy—focused on topical content, holidays, or timely campaigns. But the foundation should be sturdier than trends.

Start with your POV (point of view).

Ask yourself: Why does this matter to you, and why should it matter to me when I see a post? The content that resonates is the one that reflects a genuine, heart‑to‑heart connection with your community.

Questions to consider:

• What belief about your industry are you willing to say out loud?

• What are you saying that nobody else is?

For example, I’m not afraid to admit I scroll TikTok in the bathroom or stare at a blinking cursor wondering what to say. Those honest moments set the tone for authentic communication.

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Your Unique Perspective

Your unique perspective is crucial for relating to your audience. As a working mom with two children, traditional marketing advice often doesn’t fit my reality. I don’t have “Gary Vee time” or resources, so I work with the five minutes I have before daycare pickup. Your perspective will shape the strategy that works for you.

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Signature Content – The Main Attraction

Signature content is the one piece you protect above all else. Many business owners try to do everything—Instagram, Facebook, TikTok, email lists, podcasts, YouTube—without hierarchy, which leads to burnout.

For me, the podcast is that main attraction. I never miss an episode because it’s the easiest for me to create and for my audience to consume. Your signature content might be a podcast, a video series, a newsletter, or any format that aligns with how you communicate best.

Determine your signature content by asking:

• Are you a talker, writer, or visual creator?

• Do you prefer live or pre‑recorded content?

I’m a talker who prefers pre‑recorded episodes because my life’s schedule (e.g., caring for a sick child) makes live sessions unpredictable. Your signature content should be sustainable as your life shifts.

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Supporting Content

Think of your marketing ecosystem as a garden: the signature content is the focal tree, and supporting content fills out the garden. Supporting content should drive traffic back to your main attraction without creating extra work.

For me, supporting content includes:

• Repurposing podcast episodes into social media posts, emails, and short videos.

• Using an assistant to help with distribution.

The goal is to keep the garden thriving while the main tree (your signature content) remains the centerpiece.

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Attraction Strategy

Attraction strategies are the “pollinators” that bring people to your garden. Posting alone isn’t enough; you need promoters—places where your audience discovers you.

Examples of attraction tactics:

• Podcast guest appearances (especially if you’re a talker).

• Strategic placements on discovery engines like Instagram Reels, TikTok, and Facebook Reels.

• Direct outreach (DMs, networking events) that align with your energy and schedule.

Choose methods that you don’t dread and that fit your personality. As an introvert, I prefer asynchronous podcast guesting and occasional voice DM networking.

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Metrics That Matter

Metrics are the “M word” many avoid, but without measurement you can’t improve. Most people focus on vanity metrics (followers, likes). Instead, track metrics that align with your goals:

• Community depth – quality of comments, meaningful feedback, impact statements.

• Intangible metrics – enjoyment, time efficiency, conversion to clients.

If a single comment says, “Your talk changed my perspective,” that’s a success far beyond ten thumbs‑up emojis.

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Energy, Budget, and Seasonality

Your marketing plan must respect your personal energy budget and the seasonal nature of both life and business.

• Low‑energy weeks (e.g., a 2/10): focus solely on your signature content.

• High‑energy weeks (e.g., a 10/10): batch‑create supporting content, record extra videos, expand outreach.

Business cycles also have seasons: experimentation, consistency, harvesting results, and reflection. Recognize where you are in both personal and business cycles to shape a realistic strategy.

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Join the Mindful Marketing Playground

I’m hosting a three‑hour “Mindful Marketing Playground” workshop on January 20th at 11:00 AM ET. This live session will help you build a 2026 marketing playbook, complete with a workbook and recording. The class is $97 and includes a post‑workshop coworking session for personalized feedback.

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Closing

Thank you for listening. Remember to rate and review us on Apple Podcasts and follow us on Spotify to keep the show in the top 100 marketing podcasts. I’ll see you next week with a new episode.

Bye for now.