90-Day Content Plan
Overview
A 90-Day Content Plan is a strategic roadmap that outlines your content creation, publication, and promotion activities over a three-month period, providing focused direction while remaining flexible enough to adapt to results.
What is a 90-Day Content Plan?
A 90-Day Content Plan is a quarterly content calendar that includes:
- Content topics and titles scheduled for creation
- Publication dates and deadlines
- Content formats (blog posts, videos, infographics)
- Promotion strategies for each piece
- Success metrics and review points
Why Use a 90-Day Timeline?
- Manageable Scope: Long enough to see results, short enough to maintain focus
- Quarterly Alignment: Matches business planning cycles
- Flexibility: Allows adjustments based on performance data
- Momentum Building: Creates consistent publishing rhythm
- Measurable Progress: Clear timeframe for tracking success
Components of a 90-Day Content Plan
1. Content Inventory
Audit existing content and identify:
- High-performing pieces to update
- Underperforming content to improve
- Content gaps to fill
2. Goals and KPIs
Define specific targets:
- Organic traffic increase (e.g., 25% growth)
- New keyword rankings (e.g., 50 new keywords in top 20)
- Engagement metrics (time on page, scroll depth)
- Conversions (leads, sales, sign-ups)
3. Topic Selection
Choose content topics based on:
- Keyword research and search volume
- Audience needs and pain points
- Business priorities
- Competitive gaps
- Seasonal relevance
4. Content Calendar
Schedule content with:
- Week-by-week breakdown
- Assignment to team members
- Content type and format
- Internal linking strategy
5. Promotion Plan
Outline distribution channels:
- Email newsletters
- Social media platforms
- Paid promotion budget
- Outreach and partnerships
Creating Your 90-Day Content Plan
Month 1: Foundation Building
Weeks 1-2:
- Conduct content audit
- Perform keyword research
- Analyze competitors
- Create content briefs
Weeks 3-4:
- Publish 4-6 foundational pieces
- Update high-priority existing content
- Build internal linking structure
Month 2: Momentum Building
Weeks 5-8:
- Publish 6-8 new pieces
- Create content clusters around core topics
- Develop multimedia content (videos, infographics)
- Begin promotion campaigns
Month 3: Optimization & Scale
Weeks 9-12:
- Publish 6-8 pieces
- Optimize based on performance data
- Create linkable assets
- Review and plan next quarter
Content Mix Strategy
Balance different content types:
- Pillar Content (10-15%): Comprehensive guides (3,000+ words)
- Supporting Content (40-50%): Detailed articles (1,500-2,500 words)
- Quick Reads (20-30%): Shorter pieces (800-1,200 words)
- Multimedia (10-20%): Videos, infographics, podcasts
- Updates (10-15%): Refreshing existing content
Resource Planning
Team Requirements
- Content writers (in-house or freelance)
- Editors/proofreaders
- SEO specialists
- Graphic designers
- Project manager
Time Allocation
- Research: 20-30% of time
- Writing: 40-50% of time
- Editing: 15-20% of time
- Promotion: 10-15% of time
Budget Considerations
- Content creation costs
- Tools and software
- Paid promotion
- Freelancer fees
- Stock images/assets
Sample 90-Day Content Calendar
Month 1: Building Foundation
| Week | Content Title | Type | Word Count | Target Keywords |
|---|---|---|---|---|
| 1 | Ultimate Guide to [Topic] | Pillar | 4,000 | Primary keyword |
| 2 | How to [Solve Problem] | Tutorial | 2,000 | Secondary keyword |
| 3 | [Topic] vs [Alternative] | Comparison | 1,800 | Comparison keywords |
| 4 | Top 10 [Tools/Methods] | List | 2,500 | List keywords |
Month 2: Expanding Coverage
| Week | Content Title | Type | Word Count | Target Keywords |
|---|---|---|---|---|
| 5 | Common [Topic] Mistakes | Guide | 2,200 | Problem keywords |
| 6 | [Topic] Case Study | Case Study | 2,000 | Industry terms |
| 7 | [Topic] Best Practices | Best Practices | 2,500 | How-to keywords |
| 8 | [Topic] Checklist + Template | Resource | 1,500 | Download keywords |
Month 3: Optimization & Authority
| Week | Content Title | Type | Word Count | Target Keywords |
|---|---|---|---|---|
| 9 | [Topic] Trends 2025 | Trend Article | 2,000 | Future keywords |
| 10 | Expert [Topic] Interview | Interview | 2,200 | Authority keywords |
| 11 | [Topic] ROI Calculator | Tool/Resource | 1,200 | Calculator keywords |
| 12 | Year-End [Topic] Review | Review | 2,500 | Review keywords |
Tracking and Adjusting
Weekly Reviews
- Content completion status
- Quality checks
- Publishing on schedule
Monthly Reviews
- Traffic growth analysis
- Keyword ranking progress
- Engagement metrics
- Conversion tracking
Adjustment Triggers
- Trending topics emerge
- Competitor publishes major content
- Algorithm updates
- Business priorities shift
- Content performs unexpectedly well/poorly
Success Metrics
Track these KPIs throughout your 90 days:
- Organic Traffic: Total sessions from search
- Keyword Rankings: Number of keywords in top 3, 10, 20
- Content Performance: Average time on page, bounce rate
- Engagement: Comments, shares, backlinks earned
- Conversions: Leads, sales, email sign-ups
- ROI: Revenue attributed to content vs. creation cost
Tools for Content Planning
- Project Management: Trello, Asana, Monday.com
- Calendar Tools: Google Calendar, CoSchedule
- Collaboration: Notion, Airtable, Google Workspace
- SEO Tools: Ahrefs, SEMrush, Surfer SEO
- Analytics: Google Analytics, Google Search Console
Common Challenges and Solutions
Challenge: Running Out of Ideas
Solution: Maintain an idea bank, use keyword tools, monitor competitor content
Challenge: Missed Deadlines
Solution: Build buffer time, reduce scope, hire additional resources
Challenge: Poor Performance
Solution: Analyze data, test different topics, improve content quality
Challenge: Team Bandwidth
Solution: Prioritize high-impact content, consider freelancers, reduce quantity
Best Practices
- Start Small: Better to publish 12 great pieces than 36 mediocre ones
- Be Consistent: Regular publishing builds momentum
- Quality First: One excellent article beats three poor ones
- Data-Driven: Let performance guide adjustments
- Document Everything: Create templates and processes
- Build Buffers: Have 2-3 pieces ready in advance
- Repurpose Content: Turn blog posts into videos, infographics, social posts