Warning signals
- Performance depends on constant posting
- Every platform receives unrelated content
- Strong posts have no owned destination
- Follower growth does not change pipeline quality
- The team cannot sustain the current cadence
Self-audit questions
- Which platform already contains the right buyers?
- What owned asset deserves repeated distribution?
- What action should follow attention?
- Which format can the team produce consistently?
- What signal matters beyond reach?
The 30/60/90 repair sequence
Days 1–30 · Establish truth
- Choose one primary and one secondary channel
- Define audience, promise and recurring content formats
- Connect posts to owned articles, tools or email
- Set a realistic weekly production capacity
Days 31–60 · Repair the mechanism
- Run a four-week distribution sequence
- Reuse cornerstone insights across formats
- Track qualified clicks and conversations
- Document the formats that create meaningful response
Days 61–90 · Prove and operationalize
- Concentrate effort on the strongest channel-format pair
- Build a reusable distribution library
- Introduce collaboration or partnership distribution
- Review reach quality rather than raw volume
Measures that matter
- Qualified outbound clicks
- Email or inquiry conversion
- Branded search growth
- Production time per useful response
Decision gate
Do not add volume until the mechanism is becoming more reliable.
At day 90, continue only what has a named owner, a visible measure and evidence that the constraint is weakening.
Work through the constraint