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