Before posting, lock in the strategy that will guide every caption, creative, and CTA.

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  • Define audience personas
    • Primary buyer: job title, seniority, industry, company size, region
    • Problems: 3–5 pains you solve
    • Desired outcomes: what “good” looks like to them
    • Triggers: events that prompt them to look for you (new hire, missed target, funding, seasonality)
    • Objections: price, risk, learning curve, switching cost
    • Channels: where they spend time (LinkedIn, Instagram, TikTok, X), when, and why
    • Content preferences: tactical tips, case studies, behind-the-scenes, humor, inspiration

Template: Persona Snapshot

  • Name: “Ops Olivia” (VP Operations, mid-market SaaS, North America)

  • Goals: Improve onboarding throughput by 25% without headcount

  • Pains: Tool sprawl, slow handoffs, unclear ownership

  • Triggers: New product line launch; CFO budget review

  • Objections: Implementation time; integration risk

  • Preferred platforms: LinkedIn (AM), X (midday), YouTube (evening)

  • Favored content: Short how-tos, peer benchmarks, frameworks

  • Define 3–5 content pillars

    • Education: “how it works,” frameworks, tutorials
    • Proof: case studies, testimonials, UGC, before/after metrics
    • Product: feature spotlights, roadmap, integrations
    • Brand: founder POV, culture, mission, industry takes
    • Community: Q&As, polls, challenges, AMAs

Template: Pillar Grid

  • Pillar: Education
    • Themes: onboarding, automation, analytics
    • Formats: carousels, threads, Reels, short clips
    • Outcomes: saves, shares, inbound demos
  • Pillar: Proof
    • Themes: customer wins, metrics breakdowns
    • Formats: quote graphics, short videos, mini case posts
    • Outcomes: trust, CTR to case studies

Output by Day 5:

  • 2–3 personas finalized (one primary, one secondary)
  • 4 content pillars with 3 themes each (12 themes total)
  • 20–30 post ideas brainstormed across themes

Days 6–10: Map Platforms, Formats, and Cadence

Choose the platforms you can serve well for 90 days. Quality beats ubiquity.

  • Platform-specific formats and guidance

    • LinkedIn: carousels (PDF), single-image insight posts, native video (30–90s), long-form articles
    • Strength: professional intent, thought leadership, B2B reach
    • Tip: lead with an earned insight; end with a specific CTA (comment, download, DM)
    • Instagram: carousels, Reels (7–20s), Stories, static posts
    • Strength: visual narrative, brand aesthetics, saves
    • Tip: design for first-frame clarity; add keyword-rich alt text
    • TikTok: short native video (7–30s), green-screen explainers, duets/stitches
    • Strength: reach via interest graph, trend leverage
    • Tip: open with movement or pattern interrupt in first 1–2 seconds
    • X (formerly Twitter): threads (5–8 tweets), concise takes, link+preview (sparingly)
    • Strength: speed to commentary, serendipitous reach
    • Tip: one idea per tweet; thread with numbered structure

  • Set a sustainable cadence (recommendation for a lean team)

    • LinkedIn: 3 posts/week (Mon, Wed, Thu)
    • Instagram: 3 posts/week (Tue, Fri carousels; Sun Reel), daily Stories (lightweight)
    • TikTok: 3 posts/week (Mon, Wed, Sat)
    • X: 1–2 posts/day; 1 thread/week
    • Community engagement: 15–20 minutes/day per platform

  • Posting windows (adjust to your audience analytics)

    • LinkedIn: 8–10am local, Tues–Thu
    • Instagram: 11am–1pm or 6–8pm local
    • TikTok: test 7–9pm local; mix weekends
    • X: morning commute, midday, and early evening

Output by Day 10:

  • Platform mix selected
  • Cadence documented in a weekly calendar
  • Brand voice guide (3 descriptors, do/do nots, emoji usage, formatting rules)

Days 11–18: Create Assets That Stop the Scroll

Hooks, creatives, and captions determine whether your ideas get seen.

  • Craft scroll-stopping hooks
    • Use tension + promise: “You’re wasting 30% of your ad spend. Fix it in 5 steps.”
    • Make it specific: numbers, timeframes, outcomes
    • Flip a belief: “The best dashboards are boring.”
    • Start with an action: “Steal this onboarding checklist.”

Hook formulas

  • “Most [role] do X. The top 1% do Y.”

  • “If you only change one thing about [process], make it this.”

  • “We tested [A] vs [B] for 30 days. Here’s what won.”

  • “[Number] plays we use to [outcome] in under [time].”

  • Design thumb-stopping creatives

    • First frame: state the payoff; avoid vague titles
    • Hierarchy: one idea per slide; large, legible type; 15% margin
    • Contrast: brand color background + high-contrast text
    • Visual anchors: arrows, underlines, simple icons to guide eye
    • Accessibility: alt text; avoid text-only images; subtitles on video
    • Brand kit: logo lockup, color palette, type styles, safe margins

  • Caption/copy templates

    • LinkedIn insight post
    • Hook: “You do not have a ‘traffic’ problem. You have a ‘trust’ problem.”
    • Body: 3–5 bullets with earned insights
    • Close: specific CTA (“Comment ‘Checklist’ and I’ll DM the PDF.”)
    • Instagram carousel
    • Slide 1: promise (“Cut your onboarding time by 25%”)
    • Caption: 3-step summary + CTA to save/share
    • Hashtags: 3–5 niche keywords
    • TikTok
    • Opening line: “Here’s the 10-second fix for messy handoffs.”
    • Mid: show screen or quick demo
    • Close: “Comment ‘template’ to get the file.”
    • X thread
    • Tweet 1: hook with number
    • Tweets 2–6: steps or examples
    • Final: summary + soft CTA

Example captions

  • LinkedIn

    • “Most onboarding backlogs are not ‘capacity’ issues—they’re clarity issues. Here are the 4 documents that cut our cycle time by 27%: 1) RACI, 2) SLA, 3) Intake form, 4) Definition of Done. If you want the templates, comment ‘DOCS’ and I’ll send them.”

  • Instagram

    • “3 checks before you launch a Reel: 1) First-frame promise is explicit. 2) Subtitles on. 3) Save-worthy takeaway in 15 seconds. Save this for your next batch.”

  • TikTok

    • “Stop writing cold intros. Use this ‘Context-Compliment-Question’ script. I’ll drop the fill-in-the-blank in comments—ask ‘SCRIPT’ if you want the Google Doc.”

  • X

    • “We replaced status meetings with a 5-line async update. Throughput up 22%. Template below.”

  • Batch creation workflow (one afternoon per week)

    1. Outline 6–9 posts across your pillars
    2. Draft hooks and bullet skeletons
    3. Design carousels/thumbnails; record 3–5 short videos
    4. Write captions and first comments
    5. Prep alt text and hashtags; export in platform specs
    6. Load into scheduler with target times

Output by Day 18:

  • 2 weeks of content drafted and designed
  • Brand creative kit and templates packaged
  • Hook bank (at least 30 lines) ready for testing

Days 19–25: Systemize Publishing, Repurposing, and Community

Consistency compounds. Build a machine that runs even on busy weeks.

  • Batch and schedule posts

    • Use native scheduling where possible (LinkedIn, X) or tools that preserve quality
    • Name files with date_platform_pillar format (2025-01-14_LI_Ed_Trust.pdf)
    • Prepare first comments (links, credits, CTAs) for platforms that de-emphasize link in main post

  • Repurpose long-form into micro-content

    • One 1,000-word article or 20-minute webinar can yield:
    • 2 LinkedIn carousels (framework + case)
    • 1 LinkedIn video (90s summary)
    • 1 TikTok and 1 Reel (key tip)
    • 1 X thread (5–7 insights)
    • 3 Story frames (poll, checklist, swipe)
    • 2 quote graphics (earned insight)
    • Clip map template
    • Core asset: “How we cut onboarding time by 25%”
    • Micro 1: “3-step definition of done”
    • Micro 2: “RACI in 60 seconds”
    • Micro 3: “Intake form walkthrough”
    • Micro 4: “Common pitfalls to avoid”

  • Weave in UGC and community prompts

    • UGC sourcing
    • Ask customers to share before/after screenshots or short wins
    • Run a monthly “template remix” challenge
    • Offer a small incentive (feature, swag, or access)
    • Community prompts
    • Poll: “Which bottleneck bites you most this quarter?”
    • Question: “What’s the smallest change that saved you hours?”
    • Challenge: “Ship one SOP this week; reply with your doc title.”

  • Example community post

    • “We’re building a library of real onboarding SOPs. Want your template featured (credit included)? Comment ‘FEATURE’ and we’ll reach out. First 10 get early access to the full pack.”

Output by Day 25:

  • 1 month scheduled or queued
  • Repurposing plan documented for each long-form asset
  • UGC pipeline and consent workflow established

Days 26–30: Measure, Learn, and Lock the System

Track what matters, not everything. Use a lightweight dashboard and a weekly review ritual.

  • KPIs and definitions

    • Reach: total unique viewers (awareness)
    • Engagement rate: interactions divided by reach (quality of content)
    • Saves: proxy for utility (Instagram), star signal to double down
    • Shares/Reposts: advocacy and resonance
    • CTR: link clicks divided by impressions (demand and offer fit)
    • Watch time/Retention: average seconds viewed (video stickiness)
    • Follows/Email sign-ups: growth tied to posts (outcome)

  • Lightweight dashboard (Google Sheet setup)

    • Columns: Date, Platform, Pillar, Format, Hook, CTA, Impressions, Reach, Likes, Comments, Saves, Shares, Clicks, CTR, Follows, Notes
    • Calculations: ER = (Likes + Comments + Shares) / Reach; CTR = Clicks / Impressions
    • Views: by platform, by pillar, by hook type; 7-day and 28-day trends
    • Targets (initial benchmarks; adjust to baseline)
    • LinkedIn: ER 2–6%, CTR 0.5–1.5%
    • Instagram: Saves/Post > 2% of reach
    • TikTok: 3-second hold > 60%; 50% completion on sub-20s clips
    • X: Thread ER > single-tweet ER by 1.5x

  • Weekly operating cadence (repeatable)

    • Monday: Review dashboard; choose 2 experiments (e.g., new hook, shorter video)
    • Tuesday–Thursday: Publish core posts; engage 30 minutes after posting
    • Friday: Repurpose and community feature
    • Saturday/Sunday: Light touch posts; story Q&A or recap
    • Retro: What to stop, start, continue; update hook bank and templates

  • Example experiments

    • Test first-frame text size 18pt vs 28pt on Instagram carousels
    • TikTok 7s tip vs 20s demo
    • LinkedIn CTA “comment for template” vs “DM for template”
    • X single insight vs numbered thread

Output by Day 30:

  • Dashboard with 2–4 weeks of data
  • A shortlist of high-performing pillars, hooks, and formats
  • A 90-day plan based on what worked

Weekly calendar template (save and duplicate)

  • Monday
    • LinkedIn: Educational carousel (Pillar: Education)
    • TikTok: 10s quick tip
    • Engagement: 20 minutes on comments and DMs
  • Tuesday
    • Instagram: Carousel (how-to); Stories poll
    • X: 2 short posts reacting to industry news
  • Wednesday
    • LinkedIn: Customer proof post (mini case)
    • TikTok: Behind-the-scenes clip
    • X: 1 thread breaking down a framework
  • Thursday
    • Instagram: Reel (demo); Story Q&A
    • LinkedIn: Native video (90s takeaway)
  • Friday
    • X: Insight + link (with UTM); founder POV
    • Instagram: Community feature (UGC)
  • Saturday
    • TikTok: Trend-adjacent educational post
    • Instagram: Story recap + “save this” checklist
  • Sunday
    • Planning: batch scripts, outlines, and assets for next week
    • Light post: values/mission or weekly wins

Plug-and-play templates (copy, adapt, deploy)

  • Hook bank starters
    • “Here is the [checklist/framework] we use to [outcome]. Steal it.”
    • “The hidden cost of [common practice] (and how to avoid it).”
    • “[X] plays we run every [cadence] to [result].”
  • Caption skeleton
    • Line 1: Hook
    • Lines 2–5: 3–4 bullets with specifics (numbers, steps, caveats)
    • Line 6: CTA (comment/save/share/DM) with one clear action
  • CTA options
    • “Comment ‘TEMPLATE’ for the file.”
    • “Save this for your next sprint.”
    • “Reply with your biggest bottleneck; we’ll recommend a play.”
  • UGC request
    • “Tried this? Reply with a screenshot or 15-second clip. We feature the best every Friday.”
  • First comment (link handling)
    • “Full case study + templates here: [URL with UTM]. We’ll keep the post clean—link in first comment.”

Getting from blank feed to brand voice in 30 days is less about volume and more about systems. Define precisely whom you serve and what you will talk about, choose formats you can deliver consistently, engineer strong hooks and clear creatives, batch and schedule to protect your time, invite your community into the process, and close the loop with a simple dashboard. Do this for four weeks and you will not only be posting—you will be learning, improving, and sounding unmistakably like your brand. a steady posting schedule is best .

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