How to build a content strategy in 90 minutes

Most founders either have no content strategy, or an over-engineered one that collapses after two weeks. Neither works. What works is a simple, honest framework that takes 90 minutes to build and 20 minutes a week to maintain.

Here is the exact process we use with every new client.

Minutes 0 to 20: Define the one person you are writing for

Not a demographic. A specific person. The CFO of a Series A startup who is skeptical of personal branding but curious. The D2C founder who is exhausted by ads and looking for an organic channel. Write their name down. Write what keeps them up at night. Everything else flows from this.

Minutes 20 to 40: Pick three content pillars

Three topics you can write about indefinitely with genuine authority. Not broad topics like "leadership" or "growth" but specific angles. "What I have learned about pricing from working with 35 founders." "The mistakes early-stage D2C brands make on LinkedIn." "How I think about building in public." Three pillars, not more. Focus is the strategy.

Minutes 40 to 60: Map your post formats

For each pillar, identify two post formats that feel natural to you. Some people write well in lists. Others write better in narrative form. Some founders are comfortable sharing numbers. Others prefer ideas and frameworks. The best content strategy is the one you can sustain, not the one that looks most impressive in a deck.

Minutes 60 to 90: Build a 30-day calendar

Eight to ten posts in 30 days. Map them out. Do not write them yet; just assign a topic, a pillar and a format to each slot. This is your operating document. When you sit down to write, you are not staring at a blank page. You have a brief.

That is it. 90 minutes. The rest is execution, which is the hard part, and also the part we handle for you.