The 90-Day Content Calendar: A Strategic Framework for Consistent Growth
- Jenna Miller
- 2 days ago
- 5 min read
Small and medium-sized business owners know they should be creating consistent content, but between client work, operations, and the daily whirlwind, content often becomes reactive, rushed, or forgotten altogether. The result is predictable: inconsistent visibility, unpredictable leads, and a brand that never fully gains momentum. And strategic growth? Non-existent. Sound familiar?
This guide to a 90-day content calendar changes that! It gives you structure without rigidity, creativity without chaos, and a clear weekly roadmap that keeps your marketing moving even when life gets busy.
This framework breaks the quarter into three phases — Strategy, Execution, and Optimization — and walks you through exactly what to do each week to build a sustainable content engine.
Phase 1 (Weeks 1–4): Strategy & Foundation
Week 1: Clarify Your Growth Goals
Before you create a single post, get clear on what you’re trying to achieve. We can't emphasize this step enough. We see companies posting without set goals ALL THE TIME!
Identify 1–3 business goals for the next 90 days (e.g., increase leads, boost retention, launch a new offer).
Define your primary audience segments and what they care about right now.
Choose 3–5 content pillars that support your goals.
What is a content pillar?
A content pillar is just a big, central topic your brand wants to be known for, and everything you create (posts, blogs, videos, emails) branches off from that one core theme.
Think of it like this:
🌳 The pillar = the tree trunk - It’s the main subject you want to build authority around.
🍃 Your posts = the branches - Smaller, specific pieces of content that support and expand on that main topic For example: Pillar: Workflow Automation Branches: “Top tools,” “Before/after case studies,” “Automation myths,” “How to streamline onboarding,” etc.
It keeps your content focused, strategic, and consistent and makes planning way easier.
Audit your current content: what’s working, what’s not, and what’s missing.
This week sets the tone for everything that follows.
Week 2: Build Your Content Strategy
Now that you know your goals, map out how content will support them.
Align your content pillars with the buyer journey (awareness, consideration, decision).
Decide on your content mix: emails, blogs, social posts, videos, podcasts, etc.
Identify 3–5 “anchor pieces” — high-value content that will drive the quarter.
Choose a small set of flagship assets that become the backbone of your entire content ecosystem for the quarter. These pieces should be substantial, evergreen, and strategically aligned with your biggest business goals. Think of them as your “content tentpoles” — the assets everything else ladders up to.
Examples of anchor pieces include...
A signature report or industry insights guide
A high-impact case study with measurable outcomes
A webinar or workshop (or as we call them, Live Streaming Events!) that can be sliced into micro-content
A cornerstone blog or landing page optimized for search
A video explainer or brand story asset
A downloadable toolkit or checklist that solves a real problem
Create a simple KPI dashboard to track progress.
This is where your strategy becomes a plan.
Week 3: Create Your 90-Day Content Calendar
This is the week where everything gets organized.
Assign weekly topics for blogs, emails, and social posts.
Map out promotional windows, launches, events, or seasonal tie-ins.
Identify repurposing opportunities for each anchor piece.
Set deadlines and assign responsibilities (even if you’re the whole team).
By the end of this week, you’ll have a clear roadmap for the next 90 days.
Week 4: Prep Your Systems & Tools
A plan is only as strong as the systems that support it.
Create templates for emails, blogs, and social posts.
Shameless plug for Canva, and their amazing tools that help so many small businesses create amazing templates and content!
Organize your asset library: images, brand voice notes, CTAs, testimonials.
Set up automation or scheduling tools for social and email.
We love tools like HubSpot for this. It's all in one (social, blogs, website, content storage, etc!
Finalize your content production checklist.
This week ensures you can execute consistently without reinventing the wheel.
Phase 2 (Weeks 5–8): Creation & Execution
Week 5: Draft Your Anchor Content
Anchor content is the backbone of your quarter.
Write or script your major content pieces (blogs, guides, videos, webinars).
Ensure each piece includes a clear call-to-action (CTA) tied to your goals.
Create outlines for supporting content that will flow from these anchors.
This is your “heavy lift” week, and it pays off for months.
Week 6: Produce Supporting Content
Now you build out the ecosystem around your anchor pieces.
Draft weekly emails that point back to your anchor content.
Write 3-5 social posts per week (or batch 12-20 for the month).
Create visuals, graphics, or short-form videos.
Establish a review and approval workflow if you have a team.
⭐️ Pro Tip: Always give yourself more time than you think you need. Sometimes approvals are slow.
This is where your content engine starts to take shape.
Week 7: Schedule & Automate
With content created, it’s time to get it into the world.
Load emails into your email platform and schedule them.
Schedule social posts for the next 30 days.
⭐️ Pro Tip: If you are trying to save a little money and don't want to pay for a monthly social media scheduling platform, use Meta Business Suite's and LinkedIn's free scheduling tools.
Publish or queue blog posts.
Add tracking links and UTM parameters so you can measure performance.
This week frees your future self from scrambling.
Week 8: Launch & Promote
Your content is live... now amplify it.
Announce new content across channels.
Promote anchor pieces through email and social.
Engage with comments, questions, and shares.
Monitor early performance indicators to spot quick wins.
This is where momentum begins.
Phase 3 (Weeks 9–12): Optimization & Expansion
Week 9: Analyze Performance
Data tells you what to do next.
Review KPIs: open rates, traffic, engagement, conversions.
Identify your top-performing content.
Identify underperforming content and diagnose why.
This week gives you clarity on what’s resonating.
Week 10: Optimize & Improve
Small tweaks create big results.
Refresh headlines, CTAs, or visuals.
Update SEO elements on blogs.
Improve email subject lines and segmentation.
Adjust posting frequency or timing based on engagement.
This is where your content gets sharper and more effective.
Week 11: Repurpose & Expand
Maximize the value of what you’ve already created.
Turn blogs into social posts, videos, or email series. (aka - Content Repurposing)
Convert high-performing content into lead magnets or guides.
Create a “best of” roundup email.
Pitch guest posts, collaborations, or podcast appearances.
This week extends your reach without extra effort.
Week 12: Plan the Next 90 Days
You’ve built momentum, now keep it going.
Document lessons learned from the quarter.
Identify new themes, opportunities, or audience needs.
Consider doing in-depth keyword research to see what topics are trending
Decide what to scale, stop, or start.
Begin outlining your next 90-day calendar.
This is how consistency becomes a habit.
⭐️Pro Tip: It's not just about what you post; it's also about consistency. You'll hear people say "content is king," and they mean that what you are posting about is more important than anything. I disagree. I think you need a balance of good content and consistency. It's not easy to consistently keep posting, sharing, and creating when you don't see changes overnight. But many accomplished content creators will tell you that you just need to keep getting good content out!
Consistency Creates Momentum
A 90-day content calendar isn’t just a planning tool, it’s a growth engine. When you follow a weekly structure, you eliminate guesswork, reduce stress, and create content that actually supports your business goals.
Whether you’re a solo entrepreneur or leading a growing team, this framework helps you stay visible, stay strategic, and stay ahead.
