Content calendar: a month of topics

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: Daily posting and daily panic about topics.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - positioning and audience
   - reusable content types
   - team capacity
   - product rhythm
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- five fixed columns, each solving one kind of question
- plan by column, not by inspiration
- mark what can be produced in batch
- reserve twenty percent for reactive content

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly