90-day content plan with topics, keywords, distribution.
Many content strategies are long documents nobody executes. This tool writes a 90-day content plan from your product, audience and the time you can commit: a strategic overview, a 90-day editorial calendar, 20 detailed topic ideas, keyword mapping, a distribution plan, a repurposing workflow and a production routine. It assumes consistency beats volume and sizes the plan to the hours you say you have. Keyword volumes in the plan are estimates to check.
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 own run calls Claude live with your brief.
Solo founders and small teams who want to take content seriously without hiring a head of content, especially in B2B SaaS, tools for professionals, services and founder-led brands. You need a clear audience and a few hours a week. If nobody on the team can write yet, start by writing a few posts yourself to find your voice.
The paid plan contains a strategic overview (positioning angle and content pillars), a 90-day editorial calendar, 20 detailed topic ideas, SEO keyword mapping (estimates to verify), a distribution strategy, a repurposing workflow and a content production routine.
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 them: why these pillars, why this rhythm, what to ignore. The plan gives you both; the reasoning is the part founders most often skip.
Say so in the brief. With fewer hours, the plan shifts toward fewer long posts and more short ones and comments, and results take longer to show. A plan you can keep beats an ambitious one you drop.
Wait until you have enough published material for a writer to learn your voice. In founder-led B2B content, readers notice when the voice changes.
Partly. The plan leans toward founder-led posts on LinkedIn and X. For search-led content you also need keyword research with real data and fewer, deeper posts: pair it with the keyword research tool and check the volumes.