90-day content plan with topics, keywords, distribution.
Most content strategies are 40-page PDFs no one reads and no one executes. This tool outputs a 90-day content plan structured around what actually moves the needle for early-stage companies: a clear positioning angle, 3-5 content pillars tied to buyer questions, a weekly publishing cadence you can sustain solo, and 90 days of specific topic ideas mapped to those pillars. Built around the principle that consistency beats volume — you'll publish less than the strategy template says you should, and that's fine. Includes distribution plan (where to post, how to repurpose), measurement framework (the 3 metrics that actually matter for early-stage content), and the kill list — what NOT to write about even though it sounds important.
Brief used: “Solo founder, B2B SaaS for HR teams at companies 50-300 employees. Product: AI-powered employee feedback and 1:1 tool. Competitors: Lattice, 15Five, Leapsome (all enterprise-y). ICP: Head of People at Series A-B companies overwhelmed by HR vendors. My background: 8 years in HR at startups, just left to build this. $4k MRR, 6 paying customers. Can commit 4 hrs/week to content. Primary platform LinkedIn.”
## Positioning Angle **You will be known for:** The honest voice in HR tech who calls BS on enterprise HRIS bloat for the Series A-B Head of People role. Not 'employee engagement expert'. Not 'future of work thought leader'. Both are taken and generic. Your wedge is the specific moment a 200-person company outgrows their startup HR stack but isn't ready for Workday — and how they're being sold things they don't need. ## Content Pillars (4) **Pillar 1 — The Stack Trap** (35% of content) The specific failure mode of HR teams over-buying tools at the 100-300 employee stage. Why Lattice + Culture Amp + 15Five + Leapsome is the same product four times. *Buyer question this answers:* 'Am I building the right HR tech stack?' **Pillar 2 — Honest HR Operations** (30%) Tactical posts on what actually works for People teams at this stage: 1:1 templates, performance review processes, manager training systems. Practical, not preachy. *Buyer question:* 'How do I actually run this function well?' **Pillar 3 — Founder/People Partnership** (20%) How Heads of People can earn CEO trust and budget. Written from your 8 years of experience. *Buyer question:* 'How do I get the founder to listen?' **Pillar 4 — Build-in-Public Updates** (15%) Your journey building [product]. Customer wins, MRR honesty, lessons learned. Builds credibility and reaches founders who become referrals to their HR leads. *Buyer question:* 'Can I trust this person?' ## Weekly Cadence - **1 long-form LinkedIn post** (Tuesday, 400-700 words) — the anchor content - **3 short LinkedIn posts** (Mon/Wed/Fri, 100-200 words) — pulled or expanded from long-form - **1 newsletter** (every other Thursday) — repurposed from 2 long-form posts - **Comment 10-15x/day on Heads of People posts** — the actual growth lever for LinkedIn at <5k followers **Total time:** 3-4 hrs/week including commenting. ## 90-Day Topic Roadmap (24 of 90 shown) **Month 1 — Establish the angle** 1. (Long) The HR tech stack trap: why 4 tools = 1 product (Pillar 1, contrarian) 2. (Long) 1:1 template I used at 3 startups, no fluff (Pillar 2, listicle) 3. (Long) Why the CEO doesn't trust the People function (Pillar 3, essay) 4. (Long) Month 1 of building [product]: $4k MRR, what's working (Pillar 4, build-update) 5-12. (Short) Daily punchy takes pulled from each long-form... **Month 2 — Deepen authority** 13. (Long) The real cost of a 'culture survey' platform at 150 employees (Pillar 1) 14. (Long) Performance reviews that don't waste 40 hours (Pillar 2) 15. (Long) How I'd structure HR at a 200-person Series B in 2026 (Pillar 2/3) ... **Month 3 — Convert audience to pipeline** 25. (Long) Case study: how [customer] replaced 3 tools with us (Pillar 4) 26. (Long) The 5 vendor pitches every Head of People gets — ranked (Pillar 1, contrarian) ... ## Distribution Map **Primary:** LinkedIn (where Heads of People live) **Repurpose flow per long-form post:** 1. Original LinkedIn post (Tuesday) 2. Newsletter section (Thursday, every other week) 3. 2-3 short LinkedIn posts pulling out highlights (next week) 4. Tweet thread version (if X is secondary) 5. Eventually: dedicated blog post on company site for SEO (month 4+) **Skip for now:** TikTok, YouTube, Reddit, Substack as primary. All consume more time than they return at <5k followers. ## Measurement Framework **Track these 3:** 1. Inbound DMs from ICP per month (the real signal) 2. Newsletter subscribers from LinkedIn (compounding asset) 3. Trial signups attributed to content (rev impact) **Ignore these:** - Impressions, reach, follower count, post likes - 'Engagement rate' as a standalone metric - Comparing yourself to creators with 50k+ followers in different niches ## Kill List — Don't Write About - Generic 'future of work' takes (saturated, no edge) - 'Top 10 HR tools' listicles (you're conflicted, looks bad) - AI-and-jobs hot takes (no relevance to your buyer) - Productivity hacks for individual contributors (wrong audience) - Anything you can't credibly say from your 8 years of experience ## Month-by-Month Shift - **Month 1:** Establish angle, build initial audience. Don't sell. - **Month 2:** Layer in tactical depth. Begin mentioning product in passing. - **Month 3:** Add customer-case content. Direct CTAs OK on 1 in 5 posts.
Static example — your run uses Claude live on your specific brief.
Solo founders and 2-5 person teams who want to take content seriously without hiring a head of content. Best for B2B SaaS, prosumer tools, B2B services, and founder-led brands. Works if you have a clear ICP and can commit to 2-4 hours/week of writing. Skip this if you can't commit to writing yourself — outsourcing content from day one before you have a voice produces generic listicles no one reads. Also skip if you're pre-product — content strategy without a product is just personal branding.
A 90-day strategy doc containing: (1) Positioning angle — the one thing you'll be known for in 12 months, (2) 3-5 content pillars with descriptions and audience questions each pillar answers, (3) Weekly cadence recommendation — usually 1 long-form + 3-5 social posts/week for solo founders, (4) 90 specific topic ideas mapped to pillars with suggested format (essay, listicle, case study, contrarian take), (5) Distribution map — primary platform, repurposing flow, syndication targets, (6) Measurement framework — the 3 metrics worth tracking and the vanity metrics to ignore, (7) Kill list — topics that look strategic but waste time at your stage, (8) Month-by-month focus shifts as you build audience.
Indie SaaS founder skipping paid acquisition and going all-in on content. Strategy outputs a positioning angle they own (e.g., 'project management for service businesses' not 'project management'), 90 days of topics, and a distribution flow that turns each long-form post into 5 social posts.
Series A SaaS hiring a content marketer and wants strategy locked before the hire starts. Tool outputs a 90-day plan the new hire can execute on day one, with clear pillars and measurement, instead of spending their first 60 days writing a strategy doc themselves.
Solo consultant or small agency wants to use content as the primary lead source. Strategy outputs pillars tied to buyer pain (not portfolio examples), weekly cadence focused on LinkedIn long-form + newsletter, and topic ideas mapped to the agency's specific niche.
A content calendar is a list of dates and topics. A strategy is the reasoning behind the topics — why these pillars, why this cadence, what to ignore. This tool outputs both, but the strategic decisions (positioning angle, kill list, pillar weights) are the part founders most often skip and most often regret skipping. The calendar is downstream of the strategy.
Tell the tool that in your input. If you have 2 hours/week, the output adjusts — fewer long-form posts, more emphasis on commenting and short posts, longer time horizon to results. Content at 2 hrs/week works but takes 6-9 months to show pipeline impact instead of 3-4 months. Honesty about capacity beats an aspirational plan you'll drop in week 3.
Not until month 6+. Founder voice is the moat in B2B content at early stages — buyers can tell when posts are ghostwritten. Hire content help when you have enough published material that a writer can study your voice and replicate it. Hiring before that produces generic output that hurts more than it helps.
Partially. This tool outputs a strategy weighted toward founder-led organic on LinkedIn/Twitter, which is where most early-stage B2B founders see fastest results. For SEO-first content strategies, you'd also want keyword research, search-intent mapping, and a different cadence (fewer, deeper posts). Pair this with our keyword research tool for a full picture.
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