I. Intros and agenda

• James - head of content
• Kayla - copywriter

We’ll all be working on strategy and content production for your account.

II. Admin

• We’ll use Slack for comms—let me know if you have any questions there
• We’ll use ClickUp for content calendar and approvals (will send walkthrough in Slack)
• We’ll log in to your accounts and post daily. You don’t have to do anything here once we are into your accounts. Camden will coordinate with you on that.

III. Strategy

• Content funnel
  • TOFU — These will cast a wider net. Help to get visibility on platform and get algorithms on our side.
    • Founder-life stuff, company-building thought leadership
    • Learnings from previous company and acquisition
    • This will be ~10-20% of content
    • Still tying back to takeaways your ICP would care about
      • i.e. what you wish you knew about being a founder
  • MOFU — This is more targeted to your specific ICP, but still value driven and social-native.
    • AI & CX thought leadership
    • DTC / Ecomm thought leadership (won’t overindex in this direction but good for now)
  • BOFU — product specific content.
    • Case studies, customer anecdotes, feature highlights, etc.
    • Monthly and quarterly updates
    • This will be ~10-20% of content

Month 1 targets:

• Nail tone of voice and topic selection
• Lean more into Middle and Top of funnel content as we build momentum on platform. Establish a baseline for content performance on-platform.
• We’ll refer to Siena organically in the content so we’re “plugging” it without it feeling super salesy. The goal early is to build you into a go-to resource for founders and leadership at ecommerce companies.
• Find 3-5 winnings post topics or formats.