The 30/90-Day Content Plan
Three parts: the layer legend, the 30-day daily calendar, the 90-day pillar map, plus the repurposing system that keeps the volume honest. Swap any hook prompt for your niche using your ICP worksheet answers.
The L1-L5 layer legend
| Layer | Job | Smell test |
|---|---|---|
| L1 Reach | Stop the scroll of strangers. Broad problem, bold claim, zero jargon. | Would a stranger who has never seen you care in 2 seconds? |
| L2 Relate | Story and identity. "This coach gets my life." | Does it sound like their Tuesday, not your highlight reel? |
| L3 Teach | Authority. Frameworks, how-to, myth-kills. | Could they screenshot it and use it today? |
| L4 Proof | Client results, mechanism, receipts. | Does it show the path, not just the after photo? |
| L5 Sell | Direct offer. Clear ask, one CTA. | Did you actually ask for the sale, or hint at it like a coward? |
Mix across the 30 days: roughly 30% L1, 20% L2, 23% L3, 17% L4, 10% L5. Selling 3 days out of 30 is not "salesy." Selling zero days is a hobby.
The 30-day daily calendar
| Day | Layer | Format | Hook prompt |
|---|---|---|---|
| 1 | L1 | Reel | "The #1 reason [your person] stays stuck. It is not effort." |
| 2 | L2 | Story + text post | Your trigger moment: the day YOU realized the old way was broken. |
| 3 | L3 | Carousel | "3 things I would do first if I were [your person] starting today." |
| 4 | L1 | Reel | Kill one myth your niche still believes. Open with "Stop doing X." |
| 5 | L4 | Carousel | Client case: the before, the ONE change, the timeline, the number. |
| 6 | L3 | Reel | "Here is my exact [morning/check-in/programming] system" walkthrough. |
| 7 | L5 | Story sequence | Name the offer plainly: who it is for, what it fixes, DM keyword. |
| 8 | L1 | Reel | "What I would never do as a [coach type], even though everyone teaches it." |
| 9 | L2 | Text post | A day-in-the-life of your ideal client, written so they feel caught. |
| 10 | L3 | Carousel | The 4-step framework you actually coach with. Name it. Brand it. |
| 11 | L1 | Reel | React to a terrible piece of mainstream advice in your niche. |
| 12 | L4 | Reel | Screen-record a real client check-in win (with permission). Raw beats polished. |
| 13 | L2 | Story poll + reply | "Which one is you?" poll using two pains from your avatar worksheet. |
| 14 | L3 | Long caption | Answer the #1 question you got in DMs this week, in full. |
| 15 | L1 | Reel | "POV: you are [trigger moment from Q3 of your avatar worksheet]." |
| 16 | L5 | Reel + caption | Sell with a deadline or cap: "Taking 3 more [people] this month." |
| 17 | L3 | Carousel | "Steal my [tool]: the exact template I use for [task]." |
| 18 | L2 | Reel | The unpopular opinion you actually hold about your industry. |
| 19 | L4 | Carousel | Three client objections that almost stopped them, and what happened after. |
| 20 | L1 | Reel | "If you only have [20 minutes / 2 days a week], do exactly this." |
| 21 | L3 | Text post | The mistake-fix-result of YOUR last 30 days as a coach. Teach from it. |
| 22 | L2 | Story sequence | Behind the scenes: how you build a client's week. Show the boring work. |
| 23 | L1 | Reel | Hook formula #5 from the Lead Magnet Kit: "Still [pain]? It is not your [assumed cause]." |
| 24 | L4 | Reel | Timeline post: "Month 1 vs Month 3" of one client, with the actual protocol. |
| 25 | L3 | Carousel | "5 signs your [program/diet/plan] was built wrong for you." |
| 26 | L2 | Text post | Write to ONE person from your worksheet Q7 line. Publish it unedited. |
| 27 | L1 | Reel | The 10-second demo: one exercise/food swap/fix nobody does correctly. |
| 28 | L4 | Carousel | Receipts day: screenshots wall of wins this month. Caption: "None of these are special." |
| 29 | L3 | Reel | "What I would do in your first 14 days with me." Walk the onboarding. |
| 30 | L5 | All formats | Open the doors: recap the month's proof, name the offer, one CTA, hard close. |
The 90-day pillar map
| Month | Job | Pillar themes | Sell cadence |
|---|---|---|---|
| Month 1: Foundation | Plant the flag. Who you serve, what you believe, your named method. | The problem nobody names · Your method, explained · Identity content for your ONE person | L5 on days 7, 16, 30 (soft, keyword CTAs) |
| Month 2: Proof | Receipts season. Cases, mechanisms, objection kills. | Client stories start to finish · Why it works when others failed · Objections answered in public | L5 weekly, mid-strength (waitlist, application) |
| Month 3: Offer season | Harvest. You earned the right, now ask. | The offer itself as content · Deadline and capacity · Final-call proof stacking | L5 twice weekly, direct close, real deadline |
The 1-to-5 repurposing system
Record one long-form anchor each week: a 10-minute training video, livestream, or voice-note rant on one pillar topic.
Cut one 60-second reel from its sharpest moment. The hook is whatever made YOU raise your voice.
Turn the framework into a carousel. Title slide = the claim. One step per slide. Last slide = one CTA.
Strip it into a text post or email. Same idea, no visuals, written like a DM to one person.
Run a story sequence: poll on the problem, one insight slide, one CTA slide with your DM keyword.
One hour of repurposing per anchor. That is 4 anchors and 20+ assets a month from 4 recording sessions. Volume is a workflow problem, not a willpower problem.