Pillar 1 — People & Infrastructure (Build this first)

Play 1: Put in place an “embedded content person”

• What: The writer should sit in on team meetings, customer calls, and Slack — and turns it all into posts

• Setup: Give them calendar access, Slack access, and a standing seat in leadership and customer calls

• Secondary mandate: They don’t just write for the founders - they coach the rest of the team to post too (templates, edits, formatting help)

Play 2: Set up tracking before spending anything

• What: Wire up your CRM, Google Analytics, and LinkedIn ad tracking from day one

• Setup: UTM conventions for every channel, lead source fields in HubSpot, conversion events tagged before the first dollar of spend

• Why it matters: Attribution gaps are the most expensive mistake you won’t notice until months later

Play 3: Upgrade your content production setup

• What: Ditch the webcam. One key light, one accent light, iPhone or Sony ZV-E10 II

• Then: A dedicated video editor cuts long-form into shorts

Pillar 2 — The Content Engine (Run this weekly)

Play 4: Make content a company-wide KPI

• What: Quarterly posting targets, tied to recognition/rewards, platform-agnostic (LinkedIn, X, wherever)

• Support: Content person provides ideas, formatting, design, and video cuts to anyone who wants to post

Play 5: Run bi-weekly recorded conversations

• What: Record conversations with customers, team members, prospects, and interesting people in your space — every two weeks, no exceptions

• Process: Each recording gets sliced into multiple pieces and distributed across every channel

• Tooling: Use a repurposing tool (e.g., Ordinal) so cross-posting isn’t manual work

Play 6: Build an idea engine

• What: A board/feed that pulls from every Slack channel and meeting notes daily, surfacing raw material worth turning into posts

• Why: Your best content is already happening in conversations — it just evaporates if no one captures it

Play 7: Turn sales call questions into blog content

• What: Every new question a prospect asks becomes a blog post topic

• Why: Your customers are handing you your SEO roadmap for free — capture it systematically (have sales log new questions in a shared doc/Slack channel)

• Owner: Sales logs the questions; content person turns them into posts

Pillar 3 — Demand Capture (Run this daily)

Play 8: One rep dialing hot-signal leads only

• What: A single junior rep, all day, calling people who hit all three: problem aware, solution aware, company aware

• Hot signals to track:

  • Visited the site multiple times without converting

  • Spent time on the pricing page

  • Engaging heavily with a competitor

  • Hiring for a role your product solves

  • Started a form but didn’t finish

  • Replied positively to cold outreach (email/LinkedIn/X)

Play 9: Build templated landing pages by ICP

• What: When your site agency builds your main site, have them also deliver 3-5 templated landing pages in your brand theme, segmented by ICP

• Why: Lets sales and content point different audiences to a relevant page without a custom build each time

Pillar 4 — Compounding (Run this monthly)

Play 10: Double down on what already works

• What: Track every post that drove demo requests. After 20-30 days, sharpen the CTA, add a UTM, and put $30-40 behind it on LinkedIn

• Why: Proven creative + small spend consistently outperforms new creative + spend

Pillar 5 — Own Your Distribution

Play 11: Build an owned audience asset (email or community)

Everything above lives on platforms you don’t control — LinkedIn and X can change algorithms, reach, or rules overnight. The missing piece is converting social attention into an owned channel:

• What: A newsletter (even a simple weekly roundup of your best posts/clips) or a small community (Slack/Discord/circle of customers and prospects)

• Why: It’s the one audience asset that survives a platform algorithm change, a banned account, or a shift in where your ICP spends time. It also becomes your highest-intent retargeting list — these are people who already raised their hand

• Setup: Every piece of content from Plays 4-7 gets a CTA to subscribe/join. Content person repurposes the bi-weekly recordings (Play 5) into the newsletter automatically