Content Writing & Thought Leadership

🎯 Multi-Dimensional Navigator

Content writing varies dramatically by industry, stage, and role. Find your path:

STEP 1: What's Your Industry Vertical?

Your industry determines:

• -Tone and voice (aggressive vs conservative)
• -Risk tolerance (what you can/cannot say)
• -Approval workflows (direct publish vs legal review)
• -Content topics and angles

→ Sales Tech - Aggressive, contrarian, data-driven
→ HR Tech - Professional, empathetic, research-backed
→ Fintech - Ultra-conservative, compliance-first
→ Operations Tech - Industry-specific, B2B2B2C nuanced

STEP 2: What's Your Company Stage?

Your stage determines:

• -Publishing frequency (founder bandwidth vs team)
• -Content depth (tactical vs strategic)
• -Approval requirements (founder autonomy vs committee)
• -Resources available (DIY vs professional design)

→ Series A - Founder voice, scrappy, tactical
→ Series B - Team effort, professional, strategic
→ Series C+ - Corporate voice, brand-controlled, category-defining

STEP 3: Are You Founder or Employee?

Your role determines:

• -Editorial freedom (can you be contrarian?)
• -Approval process (self-publish vs manager review)
• -Personal vs company brand
• -What topics are "safe" vs "risky"

→ Founder - Full autonomy, personal = company
→ VP/Director - Manager approval, aligned with brand
→ PMM/Content - Team collaboration, brand guidelines
→ Employee - Significant constraints, corporate voice

STEP 4: What's Your Primary Market?

Your geography determines:

• -Writing style (US direct vs India relationship-focused)
• -Examples and case studies (local companies)
• -Compliance considerations (GDPR mentions, etc.)

→ India - Relationship-driven, local examples, price-conscious
→ US - Direct, data-driven, premium positioning

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Quick Navigation by Common Scenarios

1. "I'm a Sales Tech founder, want to build thought leadership"

→ Go to: Section A1 (Sales Tech, Founder, Aggressive Voice Allowed)

2. "I'm VP Marketing at HR Tech, team writes content for me to review"

→ Go to: Section B2 (HR Tech, Series B, Professional Team Content)

3. "I'm at fintech, every post needs legal review"

→ Go to: Section C (Fintech, Compliance-First Content)

4. "I'm PMM at ops tech, write about retail execution"

→ Go to: Section D (Operations Tech, Industry-Specific Content)

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📊 SECTION A: SALES TECH CONTENT WRITING

When To Use This Section:

• -Your product: Sales engagement, conversation intelligence, sales enablement
• -Your audience: Sales leaders, CROs, RevOps, SDR managers
• -Your content angle: Tactical sales tips, data-driven insights, contrarian takes
• -Voice: Aggressive, confident, ROI-focused, can challenge incumbents

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A1: Sales Tech @ Series A (Founder Voice, Aggressive Allowed)

Your Reality Check:

COMPANY PROFILE:
-Size: $1M-10M ARR, 10-100 employees
-Stage: Series A
-You: Founder or early marketing hire
-Content goal: Build thought leadership + leads
-Publishing: 3-5× per week (LinkedIn primary)
-Approval: None (founder autonomy)
-Time: 5-8 hours/week total

The Sales Tech Content Philosophy:

Why Sales Leaders Engage with Content:

SALES LEADERS DON'T ENGAGE WITH:
❌ Generic motivational quotes
❌ Theory without data
❌ Long-winded essays (no time)
❌ Humble bragging ("We just closed...")

SALES LEADERS ENGAGE WITH:
✅ Data-driven insights ("Analyzed 10K calls, here's what top reps do")
✅ Tactical frameworks (copy-paste into your process)
✅ Contrarian takes ("Everyone is wrong about cold calling")
✅ Competitive intelligence ("What Gong doesn't tell you")
✅ ROI calculations ("This tactic = 23% more meetings")

Sales Tech Voice Guidelines:

AGGRESSIVENESS SPECTRUM (Sales Tech):

TOO TIMID (Don't Do This):
"We think conversation intelligence might be helpful for some teams..."

APPROPRIATELY CONFIDENT (Do This):
"Gong analyzed 1M calls. We analyzed 2M. Here's what they missed."

TOO AGGRESSIVE (Even for Sales Tech):
"Gong is garbage. Their data is fake. We're 100× better."

SWEET SPOT:
-Confident, data-backed assertions
-Respectful but contrarian takes
-Challenge category leaders on methodology
-But: Never personal attacks, never unverified claims

Content Types for Sales Tech Founders:

CONTENT MIX (Sales Tech Series A):

40% DATA-DRIVEN INSIGHTS
-"We analyzed X sales calls, here's what we found"
-"The data says [surprising insight]"
-Source: Your product data, public research (Gong, Pavilion)
-Length: 300-500 words
-Frequency: 2× per week

30% TACTICAL FRAMEWORKS
-"The 3-question discovery framework"
-"How to handle pricing objections [step-by-step]"
-Source: Your experience, customer wins
-Length: 400-600 words
-Frequency: 1-2× per week

20% CONTRARIAN TAKES
-"Why everyone is wrong about [X]"
-"Gong says [X], but the data shows [Y]"
-Source: Your unique perspective, counter-research
-Length: 200-400 words
-Frequency: 1× per week

10% PERSONAL/BEHIND-THE-SCENES
-"How we lost a $50K deal (and what I learned)"
-"The sales hire that changed our trajectory"
-Source: Your journey
-Length: 300-500 words
-Frequency: 1× every 2 weeks

Series A Sales Tech: Daily Content Workflow

MONDAY: Data-Driven Insight (1.5 hours)

09:00-09:30 | Find Data

SALES TECH DATA SOURCES:
□ Your product: Export anonymized metrics
  Example: "Average discovery call = 32 minutes in our data"

□ Public research:
  - Gong Labs reports (free)
  - Pavilion benchmarks (if member)
  - Public earnings calls (check Salesforce, ZoomInfo)

□ Customer interviews:
  - "What was your close rate before/after using us?"
  - Turn into: "Customer X increased close rate 23%"

09:30-10:30 | Write Post

STRUCTURE:

HOOK (First 2 lines):
"We analyzed 50,000 sales calls from SMB B2B SaaS companies.
The average discovery call is 32 minutes. But top performers? 19 minutes."

BUILD (3-5 paragraphs):
Why this matters:
-Shorter calls = more qualified prospects
-Top reps ask fewer questions (but better ones)
-They don't "interrogate," they diagnose

What we found:
1. Average rep asks 18 questions in discovery
2. Top rep asks 9 questions (but they're open-ended)
3. Top rep listens 67% of the time (vs 42% for average)

PAYOFF (1-2 paragraphs):
The 3 questions top reps always ask:
1. "Walk me through your current process for [X]"
2. "What happens if you don't solve this in the next 90 days?"
3. "Who else is impacted by this problem?"

CTA:
"What's your go-to discovery question?"

10:30-11:00 | Edit & Publish

SALES TECH EDITING CHECKLIST:
□ Cut 20-30% of words (brevity = respect for time)
□ Verify: Every claim has data/source
□ Add: Numbers, percentages, specifics
□ Remove: Fluff, qualifiers ("I think," "maybe")
□ Check: Does this make sales leaders smarter?

PUBLISH:
-Time: 9 AM EST / 6 AM PST (catch US East + West)
-If India: 9 AM IST (catch Indian B2B audience)
-Platform: LinkedIn primary, Twitter thread secondary

TUESDAY: Tactical Framework (1.5 hours)

STRUCTURE:

HOOK:
"The pricing objection framework every SDR should memorize:
(Learned this from watching 1,000+ pricing conversations)"

FRAMEWORK:
When they say: "That's too expensive"

DON'T say:
❌ "We're actually quite affordable"
❌ "Let me talk to my manager about a discount"
❌ "What's your budget?"

DO say (3-step framework):

Step 1: REFRAME
"Expensive compared to what? [competitor]?"
→ Forces them to make comparison explicit

Step 2: QUANTIFY THEIR PROBLEM
"Walk me through what this problem costs you today.
 How many hours per week? What's your team's loaded cost?"
→ Now you have their ROI baseline

Step 3: CONTRAST VALUE
"So you're spending $50K/year in time right now.
 Our solution is $15K/year and eliminates 90% of that.
 That's a $35K gain. Does that math work?"
→ Reframe from cost to investment

EXAMPLE:
[Insert short dialogue showing this in action]

CTA:
"Try this next time you hear 'too expensive.'
 Let me know how it goes."

LENGTH: 400-600 words
TIME: 1.5 hours (research + write + edit)

WEDNESDAY: Contrarian Take (1 hour)

STRUCTURE:

HOOK (Provocative):
"Unpopular opinion: Gong is making your sales team WORSE.
(And I have data to prove it)"

SETUP:
Everyone thinks conversation intelligence = better sales.
More data = better coaching = more wins.

But here's what we're seeing:

THE CONTRARIAN INSIGHT:
When sales teams get Gong:
-Month 1-3: 15% improvement (reps more aware)
-Month 4-6: Flatline (back to baseline)
-Month 7+: Often 5-10% decline

Why?
1. Analysis paralysis (too much data, not enough action)
2. Reps game the metrics (talk more to hit "talk time" goals)
3. Managers overwhelmed (100 dashboards, 0 time to coach)

THE ALTERNATIVE VIEW:
Conversation intelligence isn't the problem.
How you USE it is.

Best teams:
-Track 3 metrics max (not 30)
-Focus on ONE skill per quarter
-Coach live (not post-call reviews)

NUANCE (Important for Aggressive Takes):
"Am I saying Gong is bad? No.
Am I saying most teams use it wrong? Yes."

CTA:
"Using conversation intelligence? What's working for you?"

RISK LEVEL: Medium-High
APPROVAL: Founder only (don't do this as employee)
WHEN: Only if you have data + alternative

THURSDAY: Quick Tip (30 minutes)

STRUCTURE:

HOOK:
"The 2-minute LinkedIn outreach hack that 3× my reply rate:"

THE HACK:
Before sending connection request:
1. Comment on their post (genuine, add value)
2. Wait 24 hours
3. THEN send personalized connection request

Why it works:
-They remember you (positive association)
-Not cold anymore (warm intro via comment)
-Shows you did research (not spray-and-pray)

EXAMPLE:
[Screenshot or dialogue]

CTA:
"Try it. Let me know your reply rate."

LENGTH: 150-250 words
TIME: 30 minutes
FREQUENCY: 1× per week (easy win days)

FRIDAY: Customer Win / Case Study (1 hour)

STRUCTURE:

HOOK:
"How a 10-person startup beat Salesforce for a $100K deal:
(A masterclass in positioning)"

SETUP:
Our customer: Small sales tech startup
Competitor: Salesforce (800 lb gorilla)
Deal size: $100K annual

How they won:

THE STORY:
Step 1: They DIDN'T compete on features
→ Salesforce has 10× more features
→ That's a losing battle

Step 2: They reframed the decision
→ "You have 15 sales reps. Salesforce is built for 500+ rep teams.
   You'll pay for complexity you don't need."

Step 3: They offered implementation in 1 week
→ Salesforce: 3-month implementation
→ Them: Live in 1 week

Step 4: They made it founder-to-founder
→ CEO jumped on call (rare for Salesforce)
→ Committed to being "partner, not vendor"

THE WIN:
Customer chose them despite:
-Salesforce brand
-Salesforce features
-Salesforce pricing power

Why?
-Speed to value
-Right-sized solution
-Personal relationship

LESSON:
"Don't compete on the incumbent's terms.
 Reframe the decision criteria."

CTA:
"Ever competed against a giant? How'd you position?"

LENGTH: 500-700 words
TIME: 1 hour
FREQUENCY: 1× per week

LinkedIn Algorithm Optimization (Sales Tech):

POST TIMING:
✅ Tuesday-Thursday, 9-11 AM EST (highest engagement)
✅ Avoid Monday AM (too busy), Friday PM (weekend mode)

For India market:
✅ Tuesday-Thursday, 9 AM-2 PM IST

POST LENGTH:
✅ 300-600 words (sweet spot for LinkedIn)
❌ <100 words (not enough depth)
❌ >800 words (tl;dr, save for newsletter)

ENGAGEMENT TACTICS:
□ First comment: Add value (not "What do you think?")
□ Reply to all comments within first hour (algorithm boost)
□ Ask specific question in CTA (not generic "Thoughts?")
□ Tag max 2 people (more = spam signal)
□ Use 3-5 hashtags max (Sales, SalesLeadership, B2BSales, etc.)

CAROUSEL STRATEGY (Sales Tech Specific):
When: Complex frameworks, multi-step processes, data visualization
Format: 7-10 slides
Structure:
-Slide 1: Hook (bold claim + data point)
-Slides 2-8: Framework/data (one point per slide)
-Slide 9: Summary (recap key points)
-Slide 10: CTA (apply this, share results)

Tools:
-Free: Canva (templates available)
-Paid: Taplio ($29/mo), Shield ($12/mo)

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A2: Sales Tech @ Series B (Team Content, Professional Voice)

Your Reality Check:

COMPANY PROFILE:
-Size: $10M-40M ARR, 150-500 employees
-Stage: Series B
-You: VP Marketing or Content Lead
-Team: 1-2 content writers + designer
-Content goal: Thought leadership + brand building
-Publishing: 5-7× per week (company account)
-Approval: Manager/CEO review for company posts
-Budget: $3K-10K/month for content

Why Series B Content is Different:

SERIES A CONTENT:
-Founder voice (personal, authentic)
-Scrappy (founder writes everything)
-Tactical (helping peers)
-Goal: Build personal + company brand

SERIES B CONTENT:
-Brand voice (professional, consistent)
-Team effort (writers, designers, approval)
-Strategic (thought leadership)
-Goal: Category positioning

NEW CHALLENGES:
-Maintain authenticity while scaling
-Multiple stakeholders (CEO, Sales, Product)
-Balancing founder voice vs company voice
-Higher quality bar (professional design expected)

Series B Sales Tech: Content Team Structure

TEAM ROLES:

CONTENT LEAD (You):
-Strategy (what topics, what angles)
-Approval (final say on all posts)
-Stakeholder management (CEO, Sales, Product)
-Metrics (track engagement, leads, brand impact)
Time: 15-20 hours/week

CONTENT WRITER (1-2 FTE):
-Research (find data, customer stories)
-Drafting (write posts, threads, articles)
-Editing (polish, optimize)
-SEO (keywords, hashtags)
Time: 30-40 hours/week

DESIGNER (Part-time or contractor):
-Carousels (LinkedIn carousels for complex topics)
-Infographics (data visualization)
-Branded templates (consistent look)
Time: 10-15 hours/week

FOUNDER/CEO (Guest):
-1-2 posts per week under their name
-High-level strategic takes
-Company announcements
Time: 2-3 hours/week (ghost-written, they edit)

TOOLS & BUDGET ($3K-10K/month):
□ Design: Canva Pro ($13/mo) or Figma ($12/user/mo)
□ Scheduling: Taplio ($39/mo) or Shield ($12/mo)
□ Analytics: Shield Analytics ($12/mo)
□ Carousel creation: Canva or custom designer ($500-2K/mo)
□ Stock photos: Unsplash (free) or Shutterstock ($29-199/mo)
□ Writing tools: Grammarly Premium ($12/mo), Hemingway (free)

Series B Approval Workflow:

STANDARD POST (Product update, tactical tip):
Writer → Content Lead → Publish
Timeline: Same day

STRATEGIC POST (Contrarian take, competitor analysis):
Writer → Content Lead → VP Marketing → Publish
Timeline: 1-2 days

SENSITIVE POST (Pricing, roadmap, executive POV):
Writer → Content Lead → VP Marketing → CEO → Legal (if needed) → Publish
Timeline: 3-5 days

FOUNDER GHOST-WRITE:
Writer draft → Content Lead edit → Founder review/edit → Publish (under founder name)
Timeline: 2-3 days
CRITICAL: Founder has final say (it's their voice)

APPROVAL DECISION TREE:

Question: Is this factual/tactical?
YES → Standard approval (Content Lead)
NO → Continue...

Question: Does this challenge competitors/industry?
YES → Strategic approval (VP Marketing)
NO → Continue...

Question: Does this touch pricing/strategy/roadmap?
YES → Sensitive approval (CEO)
NO → Standard approval

Question: Could this create legal risk?
YES → Legal review (add 3-5 days)
NO → Proceed with appropriate approval tier

Series B Weekly Content Calendar:

MONDAY:
□ 09:00 | Company post: Data-driven insight
  Topic: "We analyzed 100K sales calls in Q4. Here's what changed."
  Writer: Staff writer
  Format: LinkedIn post (400-500 words)
  Visual: Data viz (bar chart or line graph)
  Approval: Content Lead

□ 12:00 | Founder post: Weekend reflection
  Topic: "5 sales trends I'm watching in 2026"
  Writer: Ghost-written (founder edits heavily)
  Format: LinkedIn post (300-400 words)
  Approval: Founder (final say)

TUESDAY:
□ 09:00 | Company post: Tactical framework (carousel)
  Topic: "The objection handling framework we teach customers"
  Format: LinkedIn carousel (8-10 slides)
  Designer: Create branded template
  Writer: Framework content
  Approval: Content Lead → VP Marketing (if new framework)

□ 14:00 | Customer story (LinkedIn article)
  Topic: "How [Customer] scaled from $5M to $20M ARR"
  Format: Long-form article (800-1200 words)
  Writer: Interview customer, write case study
  Approval: Customer approval + Content Lead

WEDNESDAY:
□ 09:00 | Company post: Industry commentary
  Topic: "Gong's Series D: What it means for SMB sales tech"
  Writer: Research news, add perspective
  Format: Analysis (400-500 words)
  Approval: Content Lead → VP Marketing (competitive topic)

□ 16:00 | Founder post: Personal insight
  Topic: "The sales hire that changed our trajectory"
  Writer: Ghost-written from founder interview
  Format: Story (400-500 words)
  Approval: Founder

THURSDAY:
□ 09:00 | Company post: Quick win
  Topic: "3 LinkedIn prospecting tips from our SDR team"
  Format: Short tips (250-350 words)
  Writer: Interview SDR manager
  Approval: Content Lead

□ 12:00 | Product Marketing: Feature announcement (if launching)
  Writer: PMM writes, Content Lead edits
  Format: Feature post + carousel
  Approval: PMM → Content Lead → VP Marketing

FRIDAY:
□ 09:00 | Founder post: Weekly learnings
  Topic: "3 things I learned this week about sales coaching"
  Writer: Founder writes this one (authentic)
  Format: Quick reflection (200-300 words)
  Approval: None (founder direct)

□ 14:00 | Community engagement post
  Topic: "Friday question: What's your biggest sales challenge right now?"
  Format: Simple question + comment engagement
  Goal: Build community, spark discussion
  Approval: Content Lead

WEEKEND (Schedule for Monday):
□ SAT | Batch write next week's drafts
□ SUN | Review analytics from previous week

Series B: Data-Driven Content Strategy

QUARTERLY CONTENT INITIATIVES:

Q1: ORIGINAL RESEARCH REPORT
"The State of SMB Sales 2026"

Production:
Week 1-2: Survey design
-500+ sales leaders
-20 questions (multiple choice + open-ended)
-Incentive: $50 Amazon gift card (100 recipients)
-Platform: Typeform ($35/mo)

Week 3-4: Data collection
-Email outreach (to customer list)
-LinkedIn post (survey link)
-Partner distribution (Pavilion, Sales Hacker)
-Goal: 500+ responses

Week 5-6: Analysis
-Data analyst: Clean data, find insights
-Writer: Identify 5-7 key findings
-Designer: Create data visualizations

Week 7-8: Content production
-Full report (30-40 pages PDF)
-Summary blog post (1,000 words)
-LinkedIn carousel series (3-4 carousels)
-Webinar presentation

Week 9-12: Distribution & amplification
-Publish report (gated, capture emails)
-4-week LinkedIn series (one finding per week)
-Guest posts on Sales Hacker, Pavilion
-PR outreach (TechCrunch, SaaStr)
-Webinar (present findings, Q&A)

Budget:
-Survey incentives: $5,000
-Design (report): $2,000-5,000
-Promotion: $3,000-5,000
-Total: $10,000-15,000

Impact:
-1,000-2,000 report downloads
-100-200 SQLs
-Media coverage (TechCrunch, SaaStr mention)
-Sales enablement (differentiation vs competitors)
-Thought leadership (cited by industry)

Q2-Q4: Additional initiatives
-Q2: Customer benchmarking report
-Q3: Competitive landscape analysis
-Q4: 2027 predictions + trends

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A3: Sales Tech @ Series C+ (Category Ownership)

Your Reality Check:

COMPANY PROFILE:
-Size: $50M+ ARR, 500+ employees
-Stage: Series C/D or preparing IPO
-You: Director of Content / Head of Thought Leadership
-Team: 3-5 FTE (writers, designers, analysts, video)
-Content: Category-defining thought leadership
-Budget: $20K-50K/month
-Goal: Own the conversation (like Gong Labs, Pavilion, SaaStr)

Series C+ Content = Category Ownership

SERIES A/B GOALS:
-Generate leads
-Build brand awareness
-Establish thought leadership

SERIES C+ GOAL:
-OWN the conversation in your category
-Be THE source that media/analysts/customers cite
-Influence industry direction
-Recruiting magnet (top talent reads your content)

EXAMPLES OF CATEGORY OWNERSHIP:
-Gong Labs (conversation intelligence insights)
-Pavilion (GTM community + content)
-SaaStr (B2B SaaS conferences + content)
-First Round Review (startup advice)
-a16z blog (startup/tech trends)

YOUR CONTENT BECOMES:
-Industry-defining (sets agenda)
-Media-cited (journalists reference you)
-Board-level reading (not just practitioners)
-Recruiting tool ("I read your blog" in interviews)

Series C+ Content Team:

ORGANIZATIONAL STRUCTURE:

DIRECTOR OF CONTENT (You):
-Strategy: What makes us category leaders?
-Partnerships: Media, analysts, industry orgs
-Executive alignment: CEO/CMO/Board
-Budget management: $20K-50K/month
-Metrics: Brand awareness, category leadership signals

MANAGING EDITOR:
-Editorial calendar: Plan 3 months ahead
-Quality control: Everything excellent or doesn't ship
-Writer management: Assign, edit, coach
-Process: Systems that scale

SENIOR CONTENT WRITER (2-3):
-Original research: Lead quarterly reports
-Thought leadership: Strategic analysis
-Specialization: Each owns topic area
  * Writer 1: Sales methodology, frameworks
  * Writer 2: Data/research, benchmarks
  * Writer 3: Industry trends, competitive analysis

DATA ANALYST:
-Research design: Survey questions, methodology
-Data analysis: Find insights in product data
-Visualization: Charts, graphs, dashboards
-Reporting: Present findings to exec team

SENIOR DESIGNER:
-Brand-level quality: Every asset premium
-Data visualization: Make complex data clear
-Templates: Scalable, consistent design system
-Video production: Motion graphics for social

VIDEO PRODUCER (Optional but recommended):
-Short-form: 60-90 second LinkedIn videos
-Webinars: Professional production quality
-Podcast: If you have one
-YouTube: Thought leadership channel

CONTENT OPERATIONS / COORDINATOR:
-Scheduling: Manage content calendar
-Distribution: LinkedIn, Twitter, email, etc.
-Analytics: Track performance across channels
-Coordination: Keep everyone aligned

TOOLS & BUDGET ($20K-50K/month):

TIER 1: Publishing Infrastructure ($1K-3K/month)
□ CMS: WordPress, Webflow ($50-200/mo)
□ Email: HubSpot, Marketo ($1K-2K/mo for enterprise)
□ Scheduling: Hootsuite, Sprout Social ($200-500/mo)
□ Analytics: Google Analytics + custom dashboards

TIER 2: Research & Data ($3K-10K/month)
□ Survey platform: Qualtrics ($200-500/mo)
□ Research incentives: $2K-5K per study
□ Data visualization: Tableau ($70/user/mo)
□ Industry subscriptions: Gartner, Forrester ($3K-5K/mo)

TIER 3: Content Production ($5K-15K/month)
□ Team salaries: $15K-30K/month (3-5 FTE fully loaded)
□ Freelancers: Subject matter experts ($500-2K per piece)
□ Design tools: Adobe Creative Cloud ($55/mo/user)
□ Stock assets: Photos, videos ($200-500/mo)

TIER 4: Distribution & Amplification ($5K-15K/month)
□ Paid social: LinkedIn ads ($3K-8K/mo)
□ Sponsorships: Industry newsletters ($2K-5K/placement)
□ PR agency: If needed ($5K-15K/mo retainer)
□ Events: Speaking slots, sponsored content

TIER 5: Video & Multimedia ($5K-10K/month if doing video)
□ Video production: Equipment, editing software
□ Video editor: Part-time or contractor
□ Podcast production: If applicable
□ YouTube optimization: Thumbnails, SEO

Series C+ Content Strategy: Flagship Initiatives

ANNUAL CONTENT FLAGSHIP: "THE STATE OF B2B SALES [2026]"

This is your category-defining research report.

SCOPE:
-Survey: 2,000-5,000 sales leaders
-Product data: Analyze 10M+ sales conversations
-Academic partnership: Validate with university researchers
-Executive interviews: 50 CROs/VPs Sales
-Timeline: 4-6 months production
-Budget: $40K-80K

METHODOLOGY:
Month 1-2: Research design
-Survey questions (partner with Qualtrics)
-IRB approval (if partnering with university)
-Sample selection (ensure representative)
-Pre-test survey (100 respondents, iterate)

Month 3-4: Data collection
-Survey distribution:
  * Email to 50K sales leaders (bought list)
  * LinkedIn campaign ($10K ad spend)
  * Partner promotion (Pavilion, Sales Hacker, SaaStr)
  * Customer outreach (guaranteed responses)
-Goal: 2,000-5,000 complete responses
-Incentive: $100 Amazon gift card (200 winners)

Month 5: Analysis
-Data cleaning: Remove incomplete/invalid
-Statistical analysis: Regression, correlation, segmentation
-Product data integration: Combine survey + product insights
-Visualization: 30-50 charts/graphs
-Insights identification: What's surprising? What matters?

Month 6: Production
-Report writing: 60-80 pages
-Executive summary: 4-page overview
-Design: Premium quality (looks like Gartner/Forrester)
-Infographics: Shareable data visualizations
-Landing page: Report download (gated)

POST-LAUNCH AMPLIFICATION (3 months):

Week 1: Launch
-Press release: Wire services
-Media outreach: TechCrunch, WSJ, Forbes
-LinkedIn campaign: Promote to 100K sales leaders
-Customer email: Send to all customers
-Webinar: Present findings (500+ registrants)

Week 2-4: Content series
-LinkedIn: 12 posts (one finding per post)
-Blog: 4 deep-dive articles
-Podcast: 3 episodes discussing findings
-Guest posts: Publish on Pavilion, Sales Hacker, etc.

Month 2-3: Speaking circuit
-Conferences: Present at SaaStr, Pavilion Summit, Sales 3.0
-Webinars: Partner with complementary tools
-Podcasts: Guest on top 10 sales podcasts
-Customer events: Present at your user conference

IMPACT METRICS:

REACH:
-10,000+ report downloads
-500,000+ social impressions
-50+ media mentions
-20+ conference/podcast presentations

BUSINESS:
-300-500 SQLs directly attributed
-$2M-5M pipeline influenced
-Sales enablement (differentiation in 100+ deals)
-Recruiting (mentioned in 50+ candidate interviews)

CATEGORY LEADERSHIP:
-Cited by Gartner/Forrester in their reports
-Referenced in competitor earnings calls
-Academic papers cite your research
-Industry orgs invite you to present
-Media calls YOU for expert commentary

ROI:
-Cost: $60K-100K (full production + promotion)
-Pipeline influenced: $2M-5M
-ROI: 20-50× (if even 1-2% of pipeline closes)

Series C+ Content Distribution: Media Company Level

OWNED CHANNELS:

BLOG:
-Frequency: 2-3× per week
-Topics: Thought leadership, research, frameworks
-SEO: Optimized for category keywords
-Goal: 50K-100K monthly visitors

LINKEDIN (Company):
-Frequency: 5-7× per week
-Mix: Data insights, frameworks, company updates
-Followers: 50K-150K+
-Engagement: 2-5% (very high for company page)

LINKEDIN (Founder/Execs):
-CEO: 2-3× per week (high-level strategy)
-CMO: 1-2× per week (marketing insights)
-CRO: 1-2× per week (sales insights)
-Followers: 10K-50K each
-Engagement: 5-10% (personal accounts higher)

YOUTUBE:
-Frequency: 1-2× per week
-Content: Research summaries, webinar recordings, interviews
-Subscribers: 5K-20K
-Goal: Thought leadership, not viral videos

PODCAST:
-Frequency: Weekly
-Format: Interview sales leaders (30-45 min)
-Distribution: Apple, Spotify, YouTube
-Downloads: 1K-5K per episode

EMAIL NEWSLETTER:
-Frequency: Weekly
-Subscribers: 20K-60K
-Open rate: 25-35%
-Content: Curated insights + original commentary

EARNED CHANNELS:

MEDIA COVERAGE:
-TechCrunch, Forbes, WSJ (2-4× per year)
-Industry pubs: Sales Hacker, SaaStr, Pavilion (monthly)
-Podcasts: Top 20 sales podcasts (quarterly)
-Position: Expert source (journalists quote you)

SPEAKING:
-Tier 1 conferences: SaaStr, Pavilion Summit, Sales 3.0 (keynote)
-Tier 2 conferences: Regional sales events (breakout sessions)
-Customer events: Your user conference (opening keynote)
-Virtual: 10-20 webinars per year

ANALYST RELATIONS:
-Gartner: Briefings 2× per year
-Forrester: Wave participation
-Pavilion: Community partnership
-Josh Bersin: If HR Tech adjacency

ACADEMIC:
-University partnerships: Research collaborations
-Journal publications: Peer-reviewed if possible
-Guest lectures: MBA programs (sales/marketing)
-Thesis advising: If relevant

PAID CHANNELS:

SPONSORED CONTENT:
-Industry newsletters: Pavilion, Sales Hacker ($5K-15K per placement)
-LinkedIn ads: Promote flagship research ($10K-20K per campaign)
-Conference sponsorships: SaaStr, Pavilion ($20K-50K per event)

PARTNER CHANNELS:
-Integration partners: Salesforce, HubSpot, Outreach (co-marketing)
-Community partners: Pavilion, Revenue Collective (content swaps)
-Analyst firms: Gartner, Forrester (sponsor research)
-Academic: Universities (research partnerships)

---

📊 SECTION B: HR TECH CONTENT WRITING

When To Use This Section:

• -Your product: HRIS, employee engagement, performance, recruiting
• -Your audience: HR leaders, CHROs, People Ops, Talent teams
• -Your content angle: Employee experience, people analytics, culture
• -Voice: Professional, empathetic, research-backed (NEVER aggressive)

---

B1: HR Tech @ Series A (Founder, Professional Voice Required)

Your Reality Check:

COMPANY PROFILE:
-Size: $2M-8M ARR, 20-80 employees
-Stage: Series A
-You: Founder (often ex-CHRO background)
-Content goal: Build trust, establish expertise
-Publishing: 2-3× per week (quality > quantity)
-Voice: Professional, empathetic, never aggressive

Why HR Tech Content is FUNDAMENTALLY DIFFERENT:

SALES TECH CONTENT:
✅ Aggressive, contrarian takes
✅ "Gong is wrong about X"
✅ Challenge incumbents publicly
✅ Data-driven, ROI-focused
Risk: Low (worst case = lose followers)

HR TECH CONTENT:
❌ NEVER aggressive or confrontational
❌ NEVER "Competitor X is wrong"
❌ NEVER attack category leaders
✅ Professional, empathetic, supportive
✅ Research-backed, people-focused
Risk: HIGH (HR community is small, reputation matters)

WHY THE DIFFERENCE:
-HR community is tight-knit (everyone knows everyone)
-HR leaders value relationships over aggressive positioning
-HR topics are sensitive (people, culture, layoffs)
-Attacking competitors = unprofessional (damages your brand)
-CHRO job changes = everyone moves to different companies
  → Today's competitor could be tomorrow's customer/partner

HR Tech Voice Guidelines:

TONE SPECTRUM (HR Tech):

TOO AGGRESSIVE (Never Do This):
"Traditional performance reviews are BROKEN. Anyone still using them is hurting their team."
→ Judgmental, attacks current practices

TOO SOFT (Also Wrong):
"We think maybe employee engagement could possibly be important..."
→ Lacks confidence, not thought leadership

APPROPRIATE (Do This):
"Research shows traditional annual reviews have limitations. Here's what forward-thinking CHROs are trying instead."
→ Research-backed, helpful, not judgmental

IDEAL HR TECH VOICE:
-Confident but not arrogant
-Research-backed (cite studies, surveys)
-Empathetic (understand HR challenges)
-Helpful (provide frameworks, not just criticism)
-Inclusive (not everyone can afford premium tools)
-Professional (appropriate for CHRO audience)

Content Types for HR Tech Founders:

CONTENT MIX (HR Tech Series A):

50% RESEARCH-BACKED INSIGHTS
-"Culture Amp's 2026 benchmark shows X"
-"New study on hybrid work effectiveness"
-"People analytics: What the data actually says"
Source: Industry research, academic studies, your product benchmarks
Length: 400-600 words
Frequency: 1-2× per week

30% PRACTICAL FRAMEWORKS
-"The 1-on-1 framework top managers use"
-"How to measure culture (beyond surveys)"
-"Performance review template for 100-person companies"
Source: Best practices, customer insights
Length: 500-700 words
Frequency: 1× per week

15% EMPATHETIC OBSERVATIONS
-"The CHRO challenge no one talks about"
-"Navigating layoffs with empathy [guide]"
-"What I learned from 100 employee exit interviews"
Source: Your experience, HR community insights
Length: 400-600 words
Frequency: 1× every 2 weeks

5% PERSONAL/VULNERABLE
-"The employee engagement program I launched (that failed)"
-"What I got wrong about performance management"
Source: Your honest journey
Length: 400-600 words
Frequency: Monthly or less (HR = professional, limit oversharing)

HR Tech Daily Content Workflow (3× per Week)

MONDAY: Research-Backed Insight (2 hours)

08:00-09:00 | Find Research

HR TECH RESEARCH SOURCES:
□ SHRM (Society for HR Management) - industry gold standard
□ Josh Bersin research - HR thought leader
□ Culture Amp blog - engagement benchmarks
□ Lattice blog - performance management insights
□ Gartner HR research (if accessible)
□ Harvard Business Review - people management
□ Academic journals - organizational psychology

09:00-10:00 | Write Post

STRUCTURE:

HOOK (Research Finding):
"Culture Amp's 2026 benchmark report analyzed 500,000 employee surveys.
The #1 driver of retention isn't compensation. It's manager effectiveness.
By a margin of 3×."

CONTEXT:
This challenges conventional wisdom.
Most CHROs focus budget on:
-Competitive comp packages
-Benefits improvements
-Perks (ping pong, free lunch)

Meanwhile, the data shows:
-Manager quality = 3× more predictive of retention
-Direct manager relationship = #1 factor
-Yet: 60% of companies have no manager training budget

FRAMEWORK:
What top-performing companies do differently:
1. Manager selection (promote based on leadership, not tenure)
2. Manager training (quarterly coaching skills development)
3. Manager accountability (retention = performance metric)

PRACTICAL APPLICATION:
For small teams (50-200 employees):
-Start: Monthly manager training (2-hour sessions)
-Focus: 1 skill per quarter (giving feedback, career development, etc.)
-Measure: Manager effectiveness scores in engagement surveys

For mid-market (200-1000):
-Implement: Manager development program
-Budget: $500-1K per manager annually
-ROI: If retention improves 5%, savings = $X (calculate)

CTA (Professional):
"How does your company invest in manager development?
I'd love to learn from your approach."

NOT: "What do you think?" (too generic)
NOT: "Tag a bad manager" (unprofessional)

WEDNESDAY: Practical Framework (2 hours)

STRUCTURE:

HOOK:
"The 1-on-1 framework I've used with 50+ managers.
(Backed by research from MIT Sloan and Josh Bersin)"

PROBLEM:
Most 1-on-1s are status updates.
Manager asks: "What are you working on?"
Employee shares: "Project X, Project Y"
No growth. No connection. No development.

FRAMEWORK: THE 3-TOPIC STRUCTURE

Topic 1: IMMEDIATE (10 minutes)
-What's blocking you this week?
-Where do you need help?
-Any urgent concerns?

Topic 2: DEVELOPMENT (15 minutes)
-What skill do you want to build this quarter?
-What stretch opportunity interests you?
-How can I support your growth?

Topic 3: CONNECTION (5 minutes)
-How are you feeling about work?
-What's energizing you lately?
-Anything personal I should know about?

WHY THIS WORKS:
Research shows effective 1-on-1s have 3 elements:
1. Task support (immediate blockers)
2. Career development (future growth)
3. Relationship building (personal connection)

Most managers only do #1.
Top managers balance all 3.

TEMPLATE:
"Here's a simple template you can copy:
[Link to doc or image]"

CTA:
"What's your 1-on-1 structure?
Always looking to improve mine."

TONE: Helpful, not preachy

FRIDAY: Empathetic Observation (1.5 hours)

STRUCTURE:

HOOK (Vulnerable Opening):
"The CHRO challenge no one talks about:
You're responsible for culture. But you don't control it."

SETUP:
Every CHRO has felt this:
-CEO wants "better culture"
-Board asks about "employee engagement scores"
-But: You can't mandate culture

You can:
-Design programs
-Measure engagement
-Create policies

You can't:
-Control manager quality
-Force authentic relationships
-Manufacture belonging

THE TENSION:
This creates an impossible dynamic:
→ Accountable for outcomes
→ Limited control over inputs
→ Success depends on 100+ managers you don't directly manage

WHAT HELPS:
After talking to 30+ CHROs about this:

1. REFRAME YOUR ROLE
Not: "Owner of culture"
But: "Enabler of culture"

You don't create culture.
Managers create culture.
You enable them to do it well.

2. FOCUS ON SYSTEMS
-Manager selection (who gets promoted)
-Manager training (how we develop leaders)
-Manager accountability (metrics that matter)

3. MEASURE LEADING INDICATORS
Not just: Annual engagement scores
But: Monthly manager effectiveness scores

CTA:
"Fellow CHROs: How do you navigate this tension?
What's helped you?"

TONE: Vulnerable but professional
GOAL: Build community, not just thought leadership

HR Tech: What NEVER to Post

❌ NEVER POST:

"Workday is terrible. Here's why:"
→ Attacks competitor (unprofessional)

"If your company still does annual reviews, you're behind"
→ Judgmental to audience (many still do this)

"The engagement survey results that shocked us [gossip]"
→ Violates employee privacy

"We just poached a great CHRO from [Company]"
→ Inappropriate, burns bridges

"Hot take: HR is mostly useless"
→ Self-destructive, alienates audience

"Check out this hilarious HR meme [generic meme]"
→ Low-value, undermines expertise

RULE FOR HR TECH:
If you wouldn't say it at SHRM Annual Conference, don't post it on LinkedIn.

---

B2: HR Tech @ Series B (Team Content, Brand Voice)

Your Reality Check:

COMPANY PROFILE:
-Size: $12M-40M ARR, 200-600 employees
-Stage: Series B
-You: Director of Content or VP Marketing
-Team: Writer + Designer (HR background preferred)
-Content goal: Category thought leadership
-Publishing: 3-5× per week
-Approval: Manager/Founder for sensitive topics
-Budget: $5K-15K/month

Series B HR Tech: Elevated Professional Content

TEAM STRUCTURE:

CONTENT DIRECTOR (You):
-Strategy (topics, angles, positioning)
-Stakeholder management (Founder/CHRO, Sales, Product)
-Approval (final sign-off)
-Metrics (engagement, brand awareness, pipeline)

HR CONTENT WRITER (1 FTE):
-Ideally: Background in HR or People Ops
-Research (SHRM, Josh Bersin, academic studies)
-Writing (blog posts, LinkedIn, thought leadership)
-Editing (professional quality)

DESIGNER (Part-time):
-People-focused visuals (diverse, inclusive imagery)
-Data visualization (engagement benchmarks, survey results)
-Brand consistency (HR Tech = warm, professional aesthetic)

FOUNDER/CHRO (Guest Voice):
-1× per week under their name
-Strategic POV, industry trends
-Vulnerable shares (culture challenges)

APPROVAL WORKFLOW:

STANDARD POST (Research summary, framework):
Writer → Content Director → Publish
Timeline: Same day to 1 day

STRATEGIC POST (Industry POV, predictions):
Writer → Content Director → VP Marketing → Publish
Timeline: 2-3 days

SENSITIVE POST (Layoffs, DE&I, compensation):
Writer → Content Director → VP Marketing → Founder/CHRO → Legal (if needed)
Timeline: 3-7 days

WHY STRICTER APPROVAL FOR HR TECH:
-People topics = sensitive (layoffs, DE&I, mental health)
-Legal risk (employment law, EEOC, GDPR)
-Reputation risk (HR community is small)
-Every post reflects on company culture (practice what you preach)

Series B HR Tech: Original Research Content

QUARTERLY RESEARCH INITIATIVES:

Q1: "THE STATE OF EMPLOYEE ENGAGEMENT 2026"
-Survey: 500-1,000 HR leaders
-Partner: SHRM chapter for distribution
-Content series:
  * Week 1: "Early findings: What's changing in engagement"
  * Week 2: "Hybrid work impact on engagement [data]"
  * Week 3: "Manager effectiveness = #1 driver [deep dive]"
  * Week 4: "Full report release + webinar"

Production:
-Survey: $2K-5K (Typeform, SurveyMonkey)
-Design: $1K-3K (report design)
-Writer: 40 hours (analysis + writing)
-Timeline: 6-8 weeks

Impact:
-800-1,500 new followers
-50-100 inbound leads
-Media coverage (HR Dive, HRExecutive)
-Sales enablement (differentiation)

Q2: "MANAGER EFFECTIVENESS BENCHMARKS"
-Your product data: Anonymized manager scores
-Customer interviews: 20 case studies
-Academic validation: Partner with university

Q3: "HYBRID WORK BEST PRACTICES [2026]"
-Timely, high-interest
-Multi-company research
-Expert commentary (industrial-organizational psychologists)

Q4: "HR TECH STACK SURVEY"
-What tools do CHROs use?
-Integration challenges
-Budget benchmarks
-Vendor satisfaction

Series B HR Tech: Sensitive Topic Guidelines

LAYOFFS / WORKFORCE REDUCTIONS:

IF YOUR COMPANY IS LAYING OFF:
❌ Don't post about it personally until official announcement
❌ Don't hint or foreshadow ("Hard times ahead...")
✅ Wait for official company communication
✅ Then: Can share empathetic reflection (after announcement)

IF WRITING ABOUT LAYOFFS GENERALLY:
✅ Empathetic tone (people are losing jobs)
✅ Practical guidance (for HR leaders navigating this)
✅ Mental health resources
❌ "Layoffs are good actually" (insensitive)
❌ Naming companies doing layoffs (unless public news)

EXAMPLE POST (After Your Company Layoff):
"We had to make difficult decisions this week.
As someone who had to deliver the news to incredible people,
here's what I learned about navigating reductions with empathy:

1. Clarity (people deserve straightforward communication)
2. Dignity (everyone gets proper support)
3. Transparency (explain the why, not just the what)

This is hard. If you're going through this, I see you."

TONE: Humble, empathetic, human

---

DIVERSITY, EQUITY & INCLUSION (DE&I):

APPROPRIATE CONTENT:
✅ Share research on DE&I impact
✅ Best practices (blind resume reviews, structured interviews)
✅ Personal commitment ("We're working on...")
✅ Progress + transparency ("Here's where we are...")

INAPPROPRIATE CONTENT:
❌ Virtue signaling ("We're the most diverse!")
❌ Tokenism (featuring one diverse employee repeatedly)
❌ Oversimplifying complex topics
❌ Speaking over marginalized communities

GUIDANCE:
-If you're not from the community, amplify voices that are
-Focus on systems/policies (not individual stories without permission)
-Be honest about challenges (not just wins)
-Legal review recommended (DE&I = potential discrimination claims)

---

MENTAL HEALTH:

APPROPRIATE CONTENT:
✅ Normalize mental health discussions
✅ Share company resources (EAP, mental health days)
✅ Manager training on recognizing signs
✅ Empathetic leadership (sharing your own experience)

INAPPROPRIATE CONTENT:
❌ Armchair diagnosing ("I think X has anxiety")
❌ Oversharing personal struggles (maintain professionalism)
❌ Suggesting company programs replace professional help

DISCLAIMERS:
Always include: "If you're struggling, please seek professional help.
Resources: [crisis hotline, EAP, etc.]"

---

B3: HR Tech @ Series C+ (Josh Bersin Academy-Level)

Your Reality Check:

COMPANY PROFILE:
-Size: $50M+ ARR, 800+ employees
-Stage: Series C/D, category leader
-You: VP Content/Thought Leadership
-Team: 4-6 FTE content team
-Newsletter: Industry authority
-Budget: $20K-50K/month
-Subscribers: 15,000-60,000+

Series C+ HR Tech: Industry-Defining Content

AMBITION:
Not just "a content team"
Goal: Be THE source for HR insights (like Josh Bersin Academy, SHRM)

YOUR CONTENT BECOMES:
-Category-defining (sets the HR agenda)
-Academic-level rigor (published in journals)
-SHRM conference content (you're invited to speak)
-Board-level reading (not just HR practitioners)

EXAMPLES:
-Josh Bersin Academy (HR research + community)
-Culture Amp content (engagement thought leadership)
-SHRM (professional association content)
-Lattice blog (performance management insights)

TEAM STRUCTURE:

VP CONTENT (You):
-Strategy: Category ownership in HR tech
-Partnerships: SHRM, Josh Bersin, universities
-Executive alignment: CHRO/CEO/Board
-Budget: $20K-50K/month

MANAGING EDITOR:
-Editorial calendar: 3-6 months ahead
-Quality control: Academic-level rigor
-Team management: 3-5 writers/researchers

RESEARCH DIRECTOR:
-Original research: Quarterly flagship reports
-Academic partnerships: University collaborations
-Data analysis: Product data + survey insights
-Peer review: Submit to academic journals

SENIOR HR CONTENT WRITERS (2-3):
-Deep specialization:
  * Writer 1: Employee engagement, culture
  * Writer 2: Performance management, development
  * Writer 3: HR tech, analytics
-Each owns their beat (like journalists)

COMMUNITY MANAGER:
-SHRM chapters: Build relationships
-LinkedIn groups: Engage HR leaders
-Events: Coordinate speaking, webinars
-Member support: If you have membership model

TOOLS & PARTNERSHIPS:

RESEARCH PARTNERS:
□ Universities: MIT Sloan, Stanford, Wharton (academic credibility)
□ SHRM: Distribution + validation
□ Josh Bersin Academy: Co-research opportunities
□ Gartner/Forrester: Analyst relations

MEMBERSHIP MODEL (Advanced):
-Free tier: Basic research, blog access
-Premium ($199-499/year):
  * Exclusive research reports
  * Templates, frameworks, toolkits
  * Private HR community access
  * Quarterly roundtables with CHROs

REVENUE POTENTIAL:
-5,000 premium members × $299/year = $1.5M/year
-Reinvest in content → more free content → more members (flywheel)

Series C+ Flagship Research Example:

"THE FUTURE OF WORK: 2026 COMPREHENSIVE REPORT"

SCOPE:
-Survey: 3,000-5,000 HR leaders globally
-Product data: 5M+ employee engagement responses
-Academic partnership: MIT Sloan + Stanford
-Timeline: 6-9 months
-Budget: $50K-100K

PRODUCTION:

Month 1-2: Research Design
-Literature review (existing research)
-Survey design (validated questions)
-IRB approval (university ethics board)
-Methodology documentation (academic standards)

Month 3-5: Data Collection
-Survey distribution:
  * SHRM partnership (300K members)
  * LinkedIn ads ($15K budget)
  * Customer outreach
  * Partner organizations
-Goal: 3,000-5,000 complete responses
-Executive interviews: 100 CHROs (qualitative data)

Month 6-7: Analysis
-Quantitative: Statistical analysis (regression, factor analysis)
-Qualitative: Theme coding (interview transcripts)
-Product data integration: Combine survey + behavioral data
-Validation: University researchers review methodology

Month 8: Production
-Report: 80-100 pages (academic quality)
-Executive summary: 6-8 pages
-Infographic: 1-page visual summary
-Interactive dashboard: Explore data online

Month 9: Publication & Amplification
-Academic submission: Journal of Applied Psychology (peer review)
-Industry release: SHRM, HR Executive, HR Dive
-Conference: Present at SHRM Annual Conference
-Media: Secure coverage in HBR, WSJ, Forbes

IMPACT:

CATEGORY LEADERSHIP:
-Cited by Gartner in their HR Tech Magic Quadrant
-Referenced in competitor earnings calls
-Becomes THE source media references
-SHRM invites you to their conferences annually

BUSINESS:
-3,000-5,000 report downloads
-200-400 SQLs
-$3M-8M influenced pipeline
-Sales wins: "Your research on hybrid work sealed the deal"

RECRUITING:
-"I read your Future of Work report" (candidate interviews)
-Top CHRO talent wants to work at research-driven companies

ACADEMIC:
-Published in peer-reviewed journal (credibility)
-Professors assign your research in MBA programs
-University partnerships for future research

---

📊 SECTION C: FINTECH CONTENT WRITING

When To Use This Section:

• -Your product: Payments, expense management, corporate cards, payroll
• -Your audience: CFOs, Finance leaders, Controllers
• -Your content angle: Regulations, compliance, financial efficiency
• -Voice: ULTRA-CONSERVATIVE (legal review mandatory)

C1: Fintech @ Series A (Every Post Needs Legal Review)

Your Reality Check:

COMPANY PROFILE:
-Size: $2M-8M ARR, 20-100 employees
-Stage: Series A
-You: Founder
-Content goal: Build trust (not leads - trust comes first)
-Publishing: 1-2× per week (slower due to legal review)
-CRITICAL: Legal review mandatory for every single post
-Voice: Conservative, compliant, trustworthy

Why Fintech Content is HIGHEST RISK:

SALES TECH:
✅ Aggressive positioning
✅ "Gong is wrong about X"
Risk: Low (lose followers)

HR TECH:
⚠️ Professional, no attacks
Risk: Medium (reputation)

FINTECH:
🔴 ULTRA-CONSERVATIVE MANDATORY
🔴 LEGAL REVIEW FOR EVERY POST
🔴 NEVER make unverified claims
🔴 NEVER attack competitors
🔴 NEVER share user data
Risk: EXTREME (regulatory fines, license revocation, criminal liability)

WHY:
-Financial regulations: RBI (India), SEC (US), FCA (UK)
-Financial advertising rules: Can't make unverified ROI claims
-Data privacy: Can't share user financial data (RBI compliance)
-Reputational risk: Finance = trust-driven (one mistake = brand death)
-Legal liability: Directors personally liable for violations

Fintech Content Guidelines (Non-Negotiable):

✅ ALWAYS ALLOWED:

"RBI released new payment aggregator guidelines. Here's what fintech companies need to know:"
→ Regulatory updates (factual, helpful)

"3 compliance checklist items for Indian fintechs [2026 edition]"
→ Educational, compliance-focused

"How we achieved SOC 2 compliance in 12 months [timeline]"
→ Your journey (factual, no claims about others)

"CFO's guide to expense management compliance"
→ Educational, helpful

❌ NEVER ALLOWED:

"Traditional banking is broken. Here's why fintech is better."
→ Attacks incumbents (regulatory risk)

"Save 50% on payment fees with our solution"
→ Unverified ROI claim (unless proven and methodology disclosed)

"We're the fastest-growing fintech in India"
→ Superlative claim (unless third-party verified)

"Customer X saved ₹10L using our product"
→ Customer data (compliance violation without written permission)

"Why [Competitor] is overpriced"
→ Competitor attack (could trigger legal action)

CRITICAL RULE:
If you're not 100% certain it's compliant, get legal review.
In fintech, "better to ask forgiveness" DOES NOT APPLY.

Fintech Content Mix (Conservative):

60% REGULATORY/COMPLIANCE UPDATES
-"New RBI guidelines for payment companies"
-"KYC requirements: What changed in 2026"
-"Data localization compliance checklist"
Source: Official sources only (RBI, NPCI, Ministry of Finance)
Tone: Factual, educational, helpful
Frequency: 1× per week (as regulations change)

25% EDUCATIONAL BEST PRACTICES
-"CFO's guide to corporate expense management"
-"How to evaluate payment aggregators [checklist]"
-"SOC 2 compliance: Step-by-step guide"
Source: Industry standards, your experience
Tone: Helpful, not sales-y
Frequency: 1× every 2 weeks

10% COMPANY UPDATES (Factual Only)
-"We achieved SOC 2 Type II certification"
-"Announcing: RBI Payment Aggregator license"
-"New integration: Zoho Books"
Source: Your company (factual announcements)
Tone: Professional, humble
Frequency: As milestones happen

5% THOUGHT LEADERSHIP (Extremely Careful)
-"The future of UPI payments in India [analysis]"
-"Cross-border payments: 2027 predictions"
Source: Industry trends (clearly labeled as opinion)
Tone: Measured, balanced, acknowledges uncertainty
Frequency: Monthly or less

Fintech Approval Workflow (Mandatory):

EVERY POST FOLLOWS THIS PROCESS:

STEP 1: DRAFT (You or Writer)
-Write post
-Cite all sources
-Include disclaimers
Time: 1-2 hours

STEP 2: SELF-CHECK
□ Is this factual? (verifiable)
□ Do I cite sources? (RBI, official sources)
□ Am I making claims? (if yes, can I prove them?)
□ Am I mentioning competitors? (if yes, is it necessary?)
□ Am I sharing user data? (if yes, do I have written permission?)
□ Is there any regulatory risk? (when in doubt, YES)

STEP 3: LEGAL REVIEW (1-3 days)
-Send to legal counsel
-They review for:
  * Regulatory compliance
  * Financial advertising rules
  * Data privacy
  * Competitor mention risk
-They may:
  * Approve as-is
  * Request edits
  * Reject entirely

STEP 4: REVISE (If Needed)
-Incorporate legal feedback
-Re-submit for final approval

STEP 5: PUBLISH
-Only after legal sign-off
-Include all required disclaimers

TIMELINE:
-Simple post: 1-2 days (draft → legal → publish)
-Complex post: 3-5 days
-Controversial topic: May be rejected

COST:
-Legal counsel retainer: $5K-10K/month
-Per-post review: $200-500 (if not on retainer)
-Worth it: Avoiding ₹1 Cr fine or license revocation

Fintech Examples (Compliant vs Non-Compliant):

TOPIC: Payment Processing Speeds

❌ NON-COMPLIANT:
"We process payments 10× faster than Razorpay.
Switch to us and save hours of processing time."

ISSUES:
-Unverified claim ("10× faster" - can you prove it?)
-Competitor attack (Razorpay could sue)
-Implied guarantee ("save hours" - what if customer doesn't?)

✅ COMPLIANT:
"Payment processing speeds vary by provider and use case.
In our testing with 100 transactions, average processing time was X seconds.
(Methodology: [link to documentation])"

WHY IT'S COMPLIANT:
-Factual (your own testing)
-Methodology disclosed
-No competitor attacks
-No guarantees

---

TOPIC: Cost Savings

❌ NON-COMPLIANT:
"Save 50% on payment fees!"

ISSUES:
-Unverified ROI claim
-No methodology
-Implies guarantee

✅ COMPLIANT:
"Payment fee structures vary by volume and use case.
Our pricing: X% per transaction + ₹Y fixed fee.
[Link to pricing page]
Compare options based on your transaction volume."

WHY IT'S COMPLIANT:
-Factual (your own pricing)
-No claims about competitors
-No ROI guarantee
-Helpful (empowers comparison)

---

📊 SECTION D: OPERATIONS TECH CONTENT WRITING

When To Use This Section:

• -Your product: Retail execution, logistics, field force automation
• -Your audience: Sales/Ops leaders at CPG/FMCG companies
• -Your content angle: Distribution, retail, supply chain
• -Voice: Industry-specific, B2B2B2C complexity

D1: Operations Tech @ Series A (Niche Industry Focus)

Your Reality Check:

COMPANY PROFILE:
-Size: $1M-5M ARR, 15-60 employees
-Stage: Series A
-You: Founder (ex-CPG or tech)
-Content focus: India retail execution insights
-Publishing: 2-3× per week
-Audience: Small but highly engaged (CPG sales leaders)

Why Operations Tech Content is NICHE:

SALES/HR/FINTECH:
-Broad audience (all B2B SaaS)
-Generic topics (sales, HR, finance)
-Large following potential (10K+ followers)

OPERATIONS TECH:
-Niche audience (CPG/FMCG/logistics)
-Specific topics (retail execution, distribution, field force)
-Smaller following (1K-3K) but HIGH engagement
-B2B2B2C complexity (You → CPG → Distributor → Retailer → Consumer)

ADVANTAGE OF NICHE:
✅ Less competition (few people write about retail execution)
✅ Higher engagement rate (exactly what audience needs)
✅ Easier to become THE expert
✅ Stronger community (CPG sales leaders all know each other)
✅ Higher intent leads (if they follow you, they're serious)

Operations Tech Content Topics:

CORE TOPICS:

40% RETAIL EXECUTION INSIGHTS
-"State of general trade in India [Q4 2025 data]"
-"How kiranas are adapting to quick commerce"
-"Distribution coverage: North vs South India [analysis]"
Source: Your product data, industry reports, field observations
Audience: CPG sales heads, ops leaders

30% FIELD FORCE BEST PRACTICES
-"The beat planning framework that increased coverage by 20%"
-"How top field reps use mobile apps [case study]"
-"Offline-first: Why it matters for rural distribution"
Source: Customer success stories, your product
Audience: Field force managers, ops leaders

20% CPG INDUSTRY TRENDS
-"Quick commerce impact on FMCG distribution [2026]"
-"D2C brands: Distribution lessons for CPG"
-"How HUL/ITC are changing go-to-market"
Source: Industry news, earnings calls, your analysis
Audience: CPG strategy, business leaders

10% TECHNOLOGY IN RETAIL/LOGISTICS
-"How AI is changing retail audits"
-"Image recognition for planogram compliance"
-"Route optimization: Tech vs manual planning"
Source: Your product innovation, industry tech trends
Audience: Tech-forward ops leaders

---

🔄 CROSS-CUTTING: UNIVERSAL FRAMEWORKS

Role-Based Content Workflows

FOUNDER CONTENT (Full Autonomy)

ADVANTAGES:
✅ No approval needed (publish freely)
✅ Personal voice = authentic
✅ Can be contrarian (if industry allows)
✅ Can share company metrics
✅ Can pivot messaging quickly

WORKFLOW:
Monday: Idea generation (30 min)
Tuesday: Write post #1 (1 hour)
Wednesday: Publish + engage (30 min)
Thursday: Write post #2 (1 hour)
Friday: Publish + weekly recap (30 min)

Total time: 3.5 hours/week

BEST PRACTICES:
□ Batch content (write 2-3 posts in one sitting)
□ Use voice memos (capture ideas on the go)
□ Repurpose (newsletter → LinkedIn → Twitter thread)
□ Engage (comment on others' posts daily)
□ Track (what topics get most engagement?)

EMPLOYEE CONTENT (Approval Required)

SCENARIO: VP Marketing Writing Personal Content

CHALLENGES:
⚠️ Company wants brand consistency
⚠️ Can't share company confidential info
⚠️ Must add "Views are my own" disclaimer
⚠️ Manager needs to approve (at minimum)

APPROVAL WORKFLOW:

STEP 1: Get Manager Alignment (One-Time)
□ Pitch: "I want to build thought leadership in [category]"
□ Clarify: Personal brand, not company official content
□ Agree on boundaries:
  - What I CAN share about company
  - What I CANNOT share
  - Approval process

STEP 2: Write with Constraints
CAN SHARE:
✅ Industry insights (not company-specific)
✅ Your professional opinions
✅ Public company information
✅ General frameworks

CANNOT SHARE:
❌ Revenue/ARR/growth numbers (unless public)
❌ Roadmap/unannounced features
❌ Customer names (without permission)
❌ Internal metrics/team size
❌ Fundraising plans

STEP 3: Add Disclaimer
EVERY post includes:
"Views expressed here are my own and do not necessarily represent the views of [Company Name]."

STEP 4: Periodic Review
□ Monthly: Show manager your content
□ Quarterly: Confirm still aligned with company
□ Annually: Review and renew agreement

WORKFLOW (Slower Than Founder):
Monday: Draft post #1
Tuesday: Get manager feedback
Wednesday: Revise + publish
Thursday-Friday: Draft post #2 (publish Monday)

Time: 4-5 hours/week (approval adds overhead)

ENTERPRISE EMPLOYEE (Corporate Comms Control)

SCENARIO: CMO at Public SaaS Company

REALITY:
🔴 EVERYTHING requires PR approval
🔴 Can't publish without 1-2 week review
🔴 Ghost-written by PR team
🔴 No personal opinions
🔴 No controversial takes

CONSTRAINTS:
□ All posts pre-approved by:
  - Corporate Communications
  - Legal (if financial topics)
  - Executive team
  - Investor Relations (if public company)

□ Topics must be:
  - Brand-safe
  - On-message
  - Non-controversial
  - Aligned with company narrative

□ Timeline:
  - Draft → Corporate Comms (3-5 days)
  - Revisions (2-3 days)
  - Legal review (1-2 days if needed)
  - Final approval (1 day)
  - Total: 1-2 weeks per post

OPTIONS:
1. Accept constraints (corporate voice)
2. Limit posting (1× per month, big announcements only)
3. Internal content only (employees, not public)
4. Wait until you leave company (build personal brand then)

RECOMMENDATION:
If at public company or highly-regulated industry:
→ Focus on thought leadership via:
  - Speaking at conferences (pre-approved topics)
  - Bylines in trade publications (legal review)
  - Podcasts as guest (talking points approved)
→ Save personal LinkedIn brand for next role

---

Geography-Specific Content Strategies

India Content Strategy:

PUBLISHING TIMES:
✅ Tuesday-Thursday, 9 AM-2 PM IST
✅ Avoid Monday early (week starting)
✅ Avoid Friday late (weekend mode)

CONTENT STYLE:
-Relationship-focused (build connections)
-Local examples (FieldAssist, not Gong)
-Price-conscious (acknowledge budget constraints)
-WhatsApp mentions ("Share this in your team WhatsApp group")

EXAMPLES:
✅ "How Darwinbox scaled from 100 to 1,000 customers"
✅ "Retail execution in India: General trade vs modern trade"
✅ "RBI's new guidelines for payment companies"
❌ "How we're disrupting the US market" (wrong geography)

COMMUNITY ENGAGEMENT:
□ SaaSBoomi (India B2B SaaS community)
□ IAMAI (fintech, if applicable)
□ India-specific LinkedIn groups
□ Respond to comments in IST hours

US Content Strategy:

PUBLISHING TIMES:
✅ Tuesday-Thursday, 9-11 AM EST
✅ Some success: 12-2 PM EST (lunch scrolling)
✅ Avoid early mornings (West Coast asleep)

CONTENT STYLE:
-Direct, data-driven
-US examples (Gong, Lattice, Stripe)
-Premium positioning (value > price)
-Email CTAs ("Download the report")

EXAMPLES:
✅ "How Gong uses conversation intelligence [analysis]"
✅ "Sales tech landscape: The rise of AI coaching"
✅ "SOC 2 compliance timeline for SaaS companies"
❌ "How we're winning in India" (wrong geography for US audience)

COMMUNITY ENGAGEMENT:
□ SaaStr (B2B SaaS)
□ Pavilion (GTM leaders)
□ Revenue Collective (CROs)
□ Respond during US business hours

---

Common Content Mistakes & How to Fix

Mistake 1: "Writing Same Way for All Industries"

WRONG:
Same aggressive contrarian post for Sales Tech, HR Tech, and Fintech

WHY IT FAILS:
-Sales Tech: Aggressive = good
-HR Tech: Aggressive = unprofessional
-Fintech: Aggressive = regulatory risk

FIX:
→ Sales Tech → Section A (aggressive allowed)
→ HR Tech → Section B (professional required)
→ Fintech → Section C (ultra-conservative mandatory)

Mistake 2: "No Approval Process (When You Need One)"

SCENARIO: Employee Publishes Without Manager Knowing

RISKS:
-Share confidential info accidentally
-Company asks you to delete post (embarrassing)
-Misaligned with company messaging
-Career risk (manager upset)

FIX:
→ Role-Based Workflows section
→ Get manager alignment BEFORE posting
→ Monthly check-ins on content

Mistake 3: "Publishing at Wrong Times"

PROBLEM:
Publishing Friday 5 PM EST for US sales leaders

RESULT:
-Low engagement (everyone checked out)
-Algorithm doesn't boost
-Wasted content

FIX:
-India: Tuesday-Thursday, 9 AM-2 PM IST
-US: Tuesday-Thursday, 9-11 AM EST
-Test and track what works for YOUR audience

---

Prompt Templates by Scenario

Template 1: Sales Tech Founder, Aggressive Post

Using Content Writing skill, Section A1:

I'm a Sales Tech founder. I want to write an aggressive but data-backed post.

Topic: [Your contrarian take]
Data: [What data do you have?]
Competitor context: [Are you challenging Gong/Outreach/etc?]

Please:
1. Write hook (contrarian, attention-grabbing)
2. Present data (credible, specific)
3. Build case (logical progression)
4. Include nuance (not just aggressive)
5. End with CTA (spark discussion)

Length: 400-500 words
Tone: Confident but not arrogant
Guardrails: Attack ideas, not people

Template 2: HR Tech VP, Professional Post

Using Content Writing skill, Section B:

I'm VP Marketing at HR Tech company.

Topic: [Employee engagement, performance management, etc.]
Research: [SHRM, Josh Bersin, Culture Amp data?]
Goal: [Build credibility, not leads]

Please:
1. Open with research finding
2. Provide context (why this matters)
3. Offer practical framework
4. Include CTA (professional, inviting discussion)

Length: 500-600 words
Tone: Professional, empathetic, helpful
Constraints: NEVER aggressive, NEVER attack competitors

Template 3: Fintech Founder, Compliance Post

Using Content Writing skill, Section C:

I'm a fintech founder. I need a compliant post.

Topic: [Regulatory update, compliance topic]
Source: [RBI announcement, official source]
Legal review: Will review before publishing

Please:
1. Summarize regulation factually
2. Explain impact on fintech companies
3. Provide compliance checklist
4. Include disclaimer
5. No competitor mentions
6. No unverified claims

Length: 400-500 words
Tone: Educational, helpful, conservative
CRITICAL: Flag anything that might need legal review

---

Worked Examples: Multi-Dimensional Scenarios

Example 1: Sales Tech Founder, Series A, Aggressive Post

SCENARIO:

• -Company: AI sales coaching, $3M ARR, 30 employees
• -You: Co-founder & CEO
• -Goal: Challenge Gong's methodology (contrarian take)
• -Platform: LinkedIn
• -Approval: None (founder autonomy)

CONTENT APPROACH:

TOPIC: "Gong's data on discovery calls is misleading. Here's why:"

STEP 1: GATHER DATA (Your Product)

• -Export: 50,000 sales calls from your product
• -Analyze: Average discovery call length
• -Finding: Your data shows 25 minutes (vs Gong's 38 minutes)
• -Hypothesis: Different ICP (SMB vs enterprise)

STEP 2: WRITE HOOK (Aggressive but Credible)

"Gong says the average discovery call is 38 minutes.

We analyzed 50,000 calls and found 25 minutes.

Here's what Gong missed:"

STEP 3: BUILD CASE (Data-Driven)

The difference:

• -Gong's data: Skews enterprise (longer, more complex sales)
• -Our data: Focuses SMB B2B SaaS (faster cycles)
• -SMB discovery: 15-25 minutes (more efficient)
• -Enterprise discovery: 35-45 minutes (more stakeholders)

STEP 4: NUANCE (Important)

"Am I saying Gong is wrong? No.

Am I saying their data doesn't apply to SMB? Yes.

If you're selling to SMB, optimize for 20-minute discovery.

If you're enterprise, 35-40 minutes is right."

STEP 5: PUBLISH + AMPLIFY

• -LinkedIn: Tuesday 9 AM EST
• -First comment: Link to methodology
• -Tag: @mention Gong (they might engage)
• -Monitor: Reply to all comments within 1 hour

RESULT:

• -Engagement: 2-3× normal (controversial = engagement)
• -Comments: Mix of agreement + Gong defenders (debate = algorithm boost)
• -Leads: 15-20 inbound "I agree with your SMB POV"
• -Gong might respond (if they do, be respectful)

RISK ASSESSMENT:

• -Risk level: Medium (challenging industry leader)
• -Mitigation: Data-backed, nuanced, respectful
• -Worst case: Gong ignores or politely disagrees
• -Best case: Healthy debate, massive reach

Example 2: HR Tech VP, Series B, Sensitive Topic (Layoffs)

SCENARIO:

• -Company: Employee engagement platform, $20M ARR
• -You: VP Marketing
• -Context: Your company just laid off 15% of staff
• -Goal: Address layoffs professionally
• -Constraint: Can't post until official announcement

TIMELINE:

DAY 1 (Layoff Day):

❌ Don't post anything on LinkedIn yet

✅ Focus on: Supporting impacted employees internally

✅ Wait for: Official company communication

DAY 2-3 (After Official Announcement):

✅ Now you can post (company has communicated)

CONTENT APPROACH:

STEP 1: CHECK WITH LEADERSHIP

Before writing:

□ Does CEO/CHRO want me to post?

□ What's the approved messaging?

□ Any topics to avoid?

□ Legal review needed?

STEP 2: WRITE POST (Empathetic, Honest)

HOOK:

"We made difficult decisions this week.

As someone who had to deliver hard news to people I deeply respect,

I want to share what I learned about navigating reductions with empathy."

BODY:

What mattered most:

1. Clarity (people deserve straightforward answers, not corporate speak)

2. Dignity (generous severance, extended benefits, placement support)

3. Support (for those leaving AND those staying)

For those impacted:

• -I'm happy to provide LinkedIn recommendations
• -I'll make intros where I can
• -You deserved better timing, and I'm sorry

For the team staying:

• -We're committed to getting this right
• -Your questions deserve honest answers
• -We'll rebuild trust through actions

CTA:

"If you've navigated this as a leader, I'd appreciate your guidance.

And if you're hiring for [roles], several incredible people are looking."

STEP 3: LEGAL REVIEW

□ Send to legal counsel

□ Check: Any liability concerns?

□ Confirm: Severance terms not disclosed (confidential)

□ Ensure: No promises made that company can't keep

STEP 4: PUBLISH + MONITOR

• -Time: Not Friday evening (shows lack of care)
• -Better: Tuesday-Wednesday (thoughtful timing)
• -Monitor: Comments (many will be supportive, some critical)
• -Respond: Acknowledge, don't defend

APPROVAL CHAIN:

Draft → Legal → VP Marketing → CHRO → CEO → Publish

Timeline: 3-5 days

RESULT:

• -Humanizes difficult decision
• -Shows empathy + accountability
• -Helps impacted employees (visibility for job search)
• -Maintains professional reputation

Example 3: Fintech Founder, Series A, Regulatory Update Post

SCENARIO:

• -Company: Payment aggregator, $4M ARR, 40 employees
• -You: Founder & CEO
• -Context: RBI just released new PA guidelines
• -Goal: Educate fintech community
• -Constraint: Legal review mandatory

CONTENT APPROACH:

STEP 1: READ OFFICIAL SOURCE

• -RBI circular: Download PDF, read thoroughly
• -Identify: 5-7 key changes
• -Clarify: What's new vs what's unchanged
• -Consult: Legal counsel for interpretation

STEP 2: DRAFT POST (Conservative, Educational)

HOOK:

"RBI released updated Payment Aggregator guidelines yesterday.

Here's what fintech companies need to know:"

BODY:

Key changes (effective April 1, 2026):

1. KYC Requirements Strengthened

• -Previous: Basic KYC for merchants
• -New: Enhanced due diligence for high-risk categories
• -Action: Review your merchant onboarding process

2. Data Localization Timeline

• -Previous: "As soon as possible"
• -New: Mandatory by June 30, 2026
• -Action: If you're not compliant, start now (6-month timeline)

3. Reporting Requirements

• -Previous: Quarterly
• -New: Monthly submission to RBI
• -Action: Update your compliance calendar

4. Net-Worth Requirements

• -No change: Still ₹15 crore minimum
• -Clarification: Must be maintained at all times

NOT CHANGED (Important):

• -License renewal: Still 3 years
• -Merchant agreement requirements: Unchanged
• -Settlement timelines: Remain T+1

DISCLAIMER:

"This is for informational purposes only and does not constitute legal advice.

Always consult qualified legal counsel for your specific situation."

STEP 3: LEGAL REVIEW (1-2 days)

Send to legal counsel:

□ Check factual accuracy

□ Verify no overstatement

□ Confirm disclaimer is appropriate

□ Ensure no competitive mentions

STEP 4: PUBLISH + DISTRIBUTE

• -LinkedIn: Tuesday 10 AM IST (India market)
• -First comment: Link to official RBI circular
• -Distribution: Share in IAMAI fintech group
• -Email: Send to customer list (value-add)

RESULT:

• -Positions you as: Helpful expert (not sales-y)
• -Builds trust: Fintech community appreciates clarity
• -Leads: "We need help with compliance" inquiries
• -Risk: Zero (factual, legal-reviewed, helpful)

CONTRAST WITH WRONG APPROACH:

❌ DON'T WRITE:

"RBI's new rules will kill most payment companies.

Here's why we're better positioned than our competitors."

WHY IT'S WRONG:

• -Fear-mongering (unprofessional)
• -Competitor mention (unnecessary)
• -Could trigger regulatory scrutiny

---

Tool Comparison Matrix

| Tool | Cost | Best For | Not Good For | Series A | Series B | Series C+ |
|------|------|----------|--------------|----------|----------|-----------|
| LinkedIn Native | Free | Everyone (start here) | Scheduling, analytics | ✅ | ✅ | ✅ |
| Buffer | $6/mo/channel | Budget-conscious, multi-platform | Advanced analytics | ✅ | ✅ | ✅ |
| Taplio | $39/mo | LinkedIn power users, carousel creation | Multi-platform | ⚠️ | ✅ | ✅ |
| Shield | $12/mo | Analytics junkies, engagement tracking | Content creation | ⚠️ | ✅ | ✅ |
| Canva Pro | $13/mo | Visual content (carousels, infographics) | Video editing | ✅ | ✅ | ✅ |
| Figma | Free-$12/mo | Design teams, brand consistency | Solo founders (overkill) | ❌ | ✅ | ✅ |
| Grammarly Premium | $12/mo | Error-free writing, tone checker | Creative writing | ⚠️ | ✅ | ✅ |
| Hemingway | Free | Simplifying complex writing | Sales copy (too simple) | ✅ | ✅ | ✅ |

RECOMMENDATIONS BY STAGE:

Series A ($0-50/month):
✅ LinkedIn Native (free)
✅ Canva Free (visual content)
✅ Hemingway (editing)
❌ Skip: Taplio, paid tools (use budget for product)

Series B ($50-200/month):
✅ Taplio or Shield ($39-50/mo)
✅ Canva Pro ($13/mo)
✅ Grammarly ($12/mo)
Total: ~$64/mo

Series C+ ($200-500/month):
✅ Taplio + Shield ($51/mo)
✅ Canva Pro + Figma ($25/mo)
✅ Buffer ($60/mo for team)
✅ Premium design tools
Total: $200-500/mo (small portion of $20K-50K content budget)

---

Quick Reference Cards

By Industry Tone:

SALES TECH:

✅ Aggressive, contrarian, data-driven

✅ Challenge incumbents (Gong, Outreach)

✅ ROI-focused, tactical frameworks

✅ LinkedIn posts: 300-500 words, 3-5×/week

Publishing: Tuesday-Thursday 9 AM EST / 9 AM IST

HR TECH:

✅ Professional, empathetic, research-backed

❌ NEVER aggressive or attack competitors

✅ SHRM/Josh Bersin citations

✅ LinkedIn posts: 400-600 words, 2-3×/week

Publishing: Tuesday/Thursday 10 AM EST / 2 PM IST

FINTECH:

🔴 Ultra-conservative, legal review mandatory

❌ NO competitor attacks, NO unverified claims

✅ Regulatory updates, compliance education

✅ LinkedIn posts: 400-500 words, 1-2×/week

Publishing: Tuesday-Wednesday 10 AM EST / 10 AM IST

OPERATIONS TECH:

✅ Industry-specific, B2B2B2C aware

✅ Retail/distribution insights

✅ CPG case studies

✅ LinkedIn posts: 300-500 words, 2-3×/week

Publishing: Tuesday-Thursday 9 AM EST / 9 AM IST

By Company Stage:

SERIES A:

• -Founder voice (authentic, scrappy)
• -Publishing: 3-5×/week
• -Approval: None (founder)
• -Budget: $0-50/month (free tools)
• -Goal: Leads (10-20 SQLs/month)
• -Time: 5-8 hours/week

SERIES B:

• -Team content (professional, branded)
• -Publishing: 5-7×/week
• -Approval: Content Lead → VP Marketing
• -Budget: $3K-10K/month (team + tools)
• -Goal: Thought leadership + pipeline
• -Time: 40-60 hours/week (team total)

SERIES C+:

• -Category ownership (industry-defining)
• -Publishing: 7-10×/week (multi-channel)
• -Approval: Complex (legal, exec, PR)
• -Budget: $20K-50K/month (media-level)
• -Goal: Own the conversation
• -Time: 100-150 hours/week (full team)

Approval Workflow Quick Reference:

FOUNDER (No Approval):

Draft → Publish (same day)

Timeline: 1 hour total

EMPLOYEE - STANDARD POST:

Draft → Manager review → Publish

Timeline: 1-2 days

EMPLOYEE - STRATEGIC POST:

Draft → Manager → VP Marketing → Publish

Timeline: 2-3 days

EMPLOYEE - SENSITIVE POST:

Draft → Manager → VP → CEO → Legal (if needed) → Publish

Timeline: 3-7 days

FINTECH - ANY POST:

Draft → Legal review (mandatory) → Publish

Timeline: 1-3 days minimum

PUBLIC COMPANY:

Draft → Corp Comms → Legal → Exec → IR → Publish

Timeline: 1-2 weeks

```

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END OF SKILL