Give every piece a job.
Before choosing a format, write down the reader, the question and the next useful step. A content plan becomes easier to review when each item has a clear purpose.
Start with the brief
Record the audience, the problem, the evidence you need and where the piece will be used. Separate an editorial angle from a product claim. A claim that matters should have support the reader can check.
A useful starting point
Write a short note describing your situation, the question you are trying to answer and the evidence you have. Keep it specific enough that someone else can understand the decision without guessing.