Build a 90-day content strategy that fits on one page

Most content strategies fail because they live in a 40-page Google Doc nobody opens. A strategy you can't see on one page is a strategy you won't follow. Here's the format we use and recommend.

The six sections

1. The one-sentence goal

A Tier-1 business outcome (see "Setting goals"). Example: "Reach 50 new trial signups per month from social by the end of the quarter."

2. The audience paragraph

The one-paragraph audience statement from your persona work. Written in the third person, specific enough that a new team member could write a post with it.

3. Content pillars (pick 3–4)

The themes you post about. Every post should fit one of these. If a post doesn't fit, don't publish it — it's a distraction. A typical mix:

• Educational: How-to, tips, explanations.
• Behind the scenes: Who you are, how you work.
• Social proof: Customer wins, testimonials, case studies.
• Direct offer: What you sell, why to buy now.

4. Platform + cadence

Pick 1–3 platforms max. Write the exact cadence per platform. "We will post 3× per week on Instagram, 2× per week on Nextdoor, and daily on X." Don't list more platforms than you can actually sustain. Ghost accounts hurt you.

5. The call-to-action menu

What you want people to do. Every post should have one. List your three to five standard CTAs so you're not reinventing them every time:

• "Comment YES and I'll send you the template"
• "Link in bio to book a call"
• "DM us 'start' to get on our free trial"

6. The measurement rhythm

How and when you will check if it's working. Example:

• Weekly: engagement rate per post, reply time.
• Monthly: follower growth, profile visits, link clicks.
• Quarterly: Tier-1 outcome — trials, revenue attributable.

The template

Write it, print it, tape it next to your monitor. Review it at the end of every month. If something isn't working, change ONE variable — not all six at once — and run another 30 days.