Build a 90-day content plan with a topic, post type and date for each post.
Combine your 20 buyer questions from Lesson 2.1, the four post types from Lesson 2.2 and the weekly rhythm from Lesson 2.3 into one sheet. On their own they are three unrelated notes. Combined, they become a plan that tells you what to write in every writing slot for the next three months, so you never sit down to an empty page again.
You need your list of 20 questions, a calendar, and a spreadsheet or a table in a document. Allow about 35 minutes. At the end you have a 90-day content calendar with the first four posts already written.
The sheet has one row per post. Give it these columns:
Date Topic, written as the buyer question in the buyer's own words Post type Approval needed (yes or no) Approval requested on Status: idea, drafted, approved or posted Notes
The final project asks for a column showing which posts started conversations, and you can add that later. For now, don't add any other columns.
Ninety days is just under 13 weeks, so your number of rows depends on how often you post. Wei Ling (an invented example) sells to clinics. She posts once a week, so she needs 13 rows. Arjun works at a firm that deals with financial topics. He posts twice a week, so he needs about 26 rows. Work out your own number, then fill the date column with the actual posting dates on the days you chose.
Go through your 20 questions one at a time. Give each one the post type that suits it best: answering a question, a client story, a mistake buyers make, or what the news means for buyers. If a question fits two types, pick one and move on.
Wei Ling made "Will older patients book online?" a question post. "We tried online booking and it failed" became a mistake post about burying the booking link. "Our doctor hates change" became a client story, written with the clinic's permission and with details changed. Every client story needs both of those. She ended up with nine question posts, five mistake posts and six stories, plus a note that she would need news posts as well.
If one type dominates your list, rebalance it. Usually that means turning a couple of question posts into mistake posts, since most questions have a mistake behind them.
Next, put topics into the dated rows using three rules.
First, rotate the types so that, where you can, no two posts in a row are the same type.
Second, put your strongest topics in the first month. These are the questions you hear most often. The first month is when people who come across your new profile decide whether to follow you.
Third, leave about one in every four or five rows open for news posts, and mark them "news or spare". You fill these when something happens in your buyers' world. If nothing relevant happens that week, use a spare question instead.
You'll probably have more questions than rows or more rows than questions, and both are fine. Wei Ling had 20 questions and 13 rows. She placed her 10 strongest questions, marked three rows "news or spare", and kept the other 10 questions for next quarter. Arjun had 26 rows and 20 questions, so he kept six rows open for news posts and for new questions from his upcoming meetings. You can move rows around during the quarter as things change.
Mark every post that needs sign-off from your employer, your marketing team or your compliance team. Firms differ on this. Some want to see every post, while others only check posts that mention a product, a client or a figure. Ask your own compliance or marketing team how long approval usually takes, and plan around their answer.
Arjun's firm requires compliance approval for every public post about financial topics, and approval can take a while. He moved his approval requests to at least two weeks before each posting date. He also added a column to record the date he submitted each approval request.
If you're unsure whether a post needs approval, assume it does and ask. Having to take a post down after it has been flagged is far more awkward than waiting.
The plan only helps if you start ahead of it. Write the first four posts in full now, while the plan is fresh. That gives you a buffer: if work takes over your first two writing slots, your posts still go out on time. Write each post in the type its row gives it. Mark all four as drafted in the status column, and submit any that need approval today.
Your sheet is finished when it has a row for every posting date over the next 90 days. Each row needs a topic in the buyer's words, a post type and an approval flag. The types should rotate, your strongest topics should be in the first month, and some rows should be held open for news. The first four posts should be written and marked drafted or submitted. The activity below asks you to build exactly this, so finish the sheet before you move on to Module 3.
Build a 90-day content calendar with a topic, type and date for every post, and write the first four posts.
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