You will build a content plan for the next 90 days with topics, types and dates.
You have 20 buyer questions from lesson 2.1, four post types from lesson 2.2 and a weekly rhythm from lesson 2.3. On their own they're three separate notes. Put together, 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.
This exercise takes about 35 minutes. You'll need your list of 20 questions, your calendar and a spreadsheet or a table in a document. By the end you'll have a 90-day content calendar and the first four posts already written.
Make a simple sheet with one row per post and these columns: date, topic (the buyer question in their words), post type, approval needed (yes or no), approval requested on, status (idea, drafted, approved, posted), and notes. You can add a column later for which posts started conversations, which your final project asks for, but don't add more than that now.
Then work out how many rows you need. Ninety days is just under 13 weeks. Wei Ling posts once a week, so she needs 13 rows. Arjun posts twice a week, so he needs about 26. Write the posting dates down the date column using your chosen days.
Go through your 20 questions one at a time and decide which of the four types suits each one best: answering a question, a client story, a mistake buyers make, or what the news means for buyers. Some questions could be either; pick one and move on.
Wei Ling's mapping looked like this. "Will older patients book online?" became 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, with the clinic's permission and details changed. She ended up with nine question posts, five mistake posts and six stories, plus a note that she needed news posts too.
If one type dominates, rebalance. Turn a couple of question posts into mistake posts, because most questions have a mistake behind them.
Now place the topics into your dated rows. Follow three rules.
Rotate the types, so no two posts in a row are the same kind where you can avoid it. Put your strongest topics, the questions you hear most often, in the first month, because that's when people who see your new profile are deciding whether to follow you. And leave some rows open for news posts, about one in every four or five, which you fill when something happens in your buyers' world. If nothing relevant happens that week, use a spare question.
Wei Ling has 20 questions and 13 rows. She placed the 10 strongest in the calendar, left three rows marked "news or spare", and kept the other 10 questions on her list for the next quarter. Arjun has 26 rows and only 20 questions, so he left six rows for news posts and new questions from upcoming meetings. Either approach works, and you can move rows around as the quarter goes on.
Go down the approval column and mark every post that needs sign-off from your employer, your marketing team or your compliance team. Some firms want to see every post, while others only check posts that mention a product, a client or a figure.
Arjun's firm requires compliance approval for all public posts about financial topics, and approval can take a while. So he moved his approval requests at least two weeks before each posting date and added a column for the date he submitted each one. Ask your own compliance or marketing team how long approval usually takes and plan around what they tell you.
If you're unsure whether a post needs approval, assume it does and ask. Taking a post down after it's been flagged is far more awkward than waiting.
The plan is only useful 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 your first two writing slots get swallowed by work, you still post on time.
Write each one using the post type you assigned. Mark them as drafted in the status column, and submit any that need approval today.
A finished calendar has a row for every posting date over the next 90 days, each with a topic in the buyer's words, a post type and an approval flag. The types rotate, the strongest topics sit in the first month, and some rows are held open for news. The first four posts are written and marked drafted or submitted. The activity below asks you to build exactly this, so finish the sheet before you move to module 3.
Build a 90-day content calendar with topic, type and date for each post and the first four posts written.
Junxiong-WFG Organisation is an authorised representative of AIA Financial Advisers Private Limited (Reg. No. 201715016G).