sundial-org 🎯 Multi-Dimensional Navigator
Content writing varies dramatically by industry, stage, and role. Find your path:
STEP 1: What's Your Industry Vertical?
Your industry determines:
- Tone and voice (aggressive vs conservative)
- Risk tolerance (what you can/cannot say)
- Approval workflows (direct publish vs legal review)
- Content topics and angles
→ Sales Tech - Aggressive, contrarian, data-driven
→ HR Tech - Professional, empathetic, research-backed
→ Fintech - Ultra-conservative, compliance-first
→ Operations Tech - Industry-specific, B2B2B2C nuanced
STEP 2: What's Your Company Stage?
Your stage determines:
- Publishing frequency (founder bandwidth vs team)
- Content depth (tactical vs strategic)
- Approval requirements (founder autonomy vs committee)
- Resources available (DIY vs professional design)
→ Series A - Founder voice, scrappy, tactical
→ Series B - Team effort, professional, strategic
→ Series C+ - Corporate voice, brand-controlled, category-defining
STEP 3: Are You Founder or Employee?
Your role determines:
- Editorial freedom (can you be contrarian?)
- Approval process (self-publish vs manager review)
- Personal vs company brand
- What topics are "safe" vs "risky"
→ Founder - Full autonomy, personal = company
→ VP/Director - Manager approval, aligned with brand
→ PMM/Content - Team collaboration, brand guidelines
→ Employee - Significant constraints, corporate voice
STEP 4: What's Your Primary Market?
Your geography determines:
- Writing style (US direct vs India relationship-focused)
- Examples and case studies (local companies)
- Compliance considerations (GDPR mentions, etc.)
→ India - Relationship-driven, local examples, price-conscious
→ US - Direct, data-driven, premium positioning
Quick Navigation by Common Scenarios
"I'm a Sales Tech founder, want to build thought leadership" → Go to: Section A1 (Sales Tech, Founder, Aggressive Voice Allowed)
"I'm VP Marketing at HR Tech, team writes content for me to review" → Go to: Section B2 (HR Tech, Series B, Professional Team Content)
"I'm at fintech, every post needs legal review" → Go to: Section C (Fintech, Compliance-First Content)
"I'm PMM at ops tech, write about retail execution" → Go to: Section D (Operations Tech, Industry-Specific Content)
📊 SECTION A: SALES TECH CONTENT WRITING
When To Use This Section:
- Your product: Sales engagement, conversation intelligence, sales enablement
- Your audience: Sales leaders, CROs, RevOps, SDR managers
- Your content angle: Tactical sales tips, data-driven insights, contrarian takes
- Voice: Aggressive, confident, ROI-focused, can challenge incumbents
A1: Sales Tech @ Series A (Founder Voice, Aggressive Allowed)
Your Reality Check:
COMPANY PROFILE:
- Size: $1M-10M ARR, 10-100 employees
- Stage: Series A
- You: Founder or early marketing hire
- Content goal: Build thought leadership + leads
- Publishing: 3-5× per week (LinkedIn primary)
- Approval: None (founder autonomy)
- Time: 5-8 hours/week total
The Sales Tech Content Philosophy:
Why Sales Leaders Engage with Content:
SALES LEADERS DON'T ENGAGE WITH:
❌ Generic motivational quotes
❌ Theory without data
❌ Long-winded essays (no time)
❌ Humble bragging ("We just closed...")
SALES LEADERS ENGAGE WITH:
✅ Data-driven insights ("Analyzed 10K calls, here's what top reps do")
✅ Tactical frameworks (copy-paste into your process)
✅ Contrarian takes ("Everyone is wrong about cold calling")
✅ Competitive intelligence ("What Gong doesn't tell you")
✅ ROI calculations ("This tactic = 23% more meetings")
Sales Tech Voice Guidelines:
AGGRESSIVENESS SPECTRUM (Sales Tech):
TOO TIMID (Don't Do This):
"We think conversation intelligence might be helpful for some teams..."
APPROPRIATELY CONFIDENT (Do This):
"Gong analyzed 1M calls. We analyzed 2M. Here's what they missed."
TOO AGGRESSIVE (Even for Sales Tech):
"Gong is garbage. Their data is fake. We're 100× better."
SWEET SPOT:
- Confident, data-backed assertions
- Respectful but contrarian takes
- Challenge category leaders on methodology
- But: Never personal attacks, never unverified claims
Content Types for Sales Tech Founders:
CONTENT MIX (Sales Tech Series A):
40% DATA-DRIVEN INSIGHTS
- "We analyzed X sales calls, here's what we found"
- "The data says [surprising insight]"
- Source: Your product data, public research (Gong, Pavilion)
- Length: 300-500 words
- Frequency: 2× per week
30% TACTICAL FRAMEWORKS
- "The 3-question discovery framework"
- "How to handle pricing objections [step-by-step]"
- Source: Your experience, customer wins
- Length: 400-600 words
- Frequency: 1-2× per week
20% CONTRARIAN TAKES
- "Why everyone is wrong about [X]"
- "Gong says [X], but the data shows [Y]"
- Source: Your unique perspective, counter-research
- Length: 200-400 words
- Frequency: 1× per week
10% PERSONAL/BEHIND-THE-SCENES
- "How we lost a $50K deal (and what I learned)"
- "The sales hire that changed our trajectory"
- Source: Your journey
- Length: 300-500 words
- Frequency: 1× every 2 weeks
Series A Sales Tech: Daily Content Workflow
MONDAY: Data-Driven Insight (1.5 hours)
09:00-09:30 | Find Data
SALES TECH DATA SOURCES:
□ Your product: Export anonymized metrics
Example: "Average discovery call = 32 minutes in our data"
□ Public research:
- Gong Labs reports (free)
- Pavilion benchmarks (if member)
- Public earnings calls (check Salesforce, ZoomInfo)
□ Customer interviews:
- "What was your close rate before/after using us?"
- Turn into: "Customer X increased close rate 23%"
09:30-10:30 | Write Post
STRUCTURE:
**HOOK (First 2 lines):**
"We analyzed 50,000 sales calls from SMB B2B SaaS companies.
The average discovery call is 32 minutes. But top performers? 19 minutes."
**BUILD (3-5 paragraphs):**
Why this matters:
- Shorter calls = more qualified prospects
- Top reps ask fewer questions (but better ones)
- They don't "interrogate," they diagnose
What we found:
1. Average rep asks 18 questions in discovery
2. Top rep asks 9 questions (but they're open-ended)
3. Top rep listens 67% of the time (vs 42% for average)
**PAYOFF (1-2 paragraphs):**
The 3 questions top reps always ask:
1. "Walk me through your current process for [X]"
2. "What happens if you don't solve this in the next 90 days?"
3. "Who else is impacted by this problem?"
**CTA:**
"What's your go-to discovery question?"
10:30-11:00 | Edit & Publish
SALES TECH EDITING CHECKLIST:
□ Cut 20-30% of words (brevity = respect for time)
□ Verify: Every claim has data/source
□ Add: Numbers, percentages, specifics
□ Remove: Fluff, qualifiers ("I think," "maybe")
□ Check: Does this make sales leaders smarter?
PUBLISH:
- Time: 9 AM EST / 6 AM PST (catch US East + West)
- If India: 9 AM IST (catch Indian B2B audience)
- Platform: LinkedIn primary, Twitter thread secondary
TUESDAY: Tactical Framework (1.5 hours)
STRUCTURE:
**HOOK:**
"The pricing objection framework every SDR should memorize:
(Learned this from watching 1,000+ pricing conversations)"
**FRAMEWORK:**
When they say: "That's too expensive"
DON'T say:
❌ "We're actually quite affordable"
❌ "Let me talk to my manager about a discount"
❌ "What's your budget?"
DO say (3-step framework):
Step 1: REFRAME
"Expensive compared to what? [competitor]?"
→ Forces them to make comparison explicit
Step 2: QUANTIFY THEIR PROBLEM
"Walk me through what this problem costs you today.
How many hours per week? What's your team's loaded cost?"
→ Now you have their ROI baseline
Step 3: CONTRAST VALUE
"So you're spending $50K/year in time right now.
Our solution is $15K/year and eliminates 90% of that.
That's a $35K gain. Does that math work?"
→ Reframe from cost to investment
**EXAMPLE:**
[Insert short dialogue showing this in action]
**CTA:**
"Try this next time you hear 'too expensive.'
Let me know how it goes."
LENGTH: 400-600 words
TIME: 1.5 hours (research + write + edit)
WEDNESDAY: Contrarian Take (1 hour)
STRUCTURE:
**HOOK (Provocative):**
"Unpopular opinion: Gong is making your sales team WORSE.
(And I have data to prove it)"
**SETUP:**
Everyone thinks conversation intelligence = better sales.
More data = better coaching = more wins.
But here's what we're seeing:
**THE CONTRARIAN INSIGHT:**
When sales teams get Gong:
- Month 1-3: 15% improvement (reps more aware)
- Month 4-6: Flatline (back to baseline)
- Month 7+: Often 5-10% decline
Why?
1. Analysis paralysis (too much data, not enough action)
2. Reps game the metrics (talk more to hit "talk time" goals)
3. Managers overwhelmed (100 dashboards, 0 time to coach)
**THE ALTERNATIVE VIEW:**
Conversation intelligence isn't the problem.
How you USE it is.
Best teams:
- Track 3 metrics max (not 30)
- Focus on ONE skill per quarter
- Coach live (not post-call reviews)
**NUANCE (Important for Aggressive Takes):**
"Am I saying Gong is bad? No.
Am I saying most teams use it wrong? Yes."
**CTA:**
"Using conversation intelligence? What's working for you?"
RISK LEVEL: Medium-High
APPROVAL: Founder only (don't do this as employee)
WHEN: Only if you have data + alternative
THURSDAY: Quick Tip (30 minutes)
STRUCTURE:
**HOOK:**
"The 2-minute LinkedIn outreach hack that 3× my reply rate:"
**THE HACK:**
Before sending connection request:
1. Comment on their post (genuine, add value)
2. Wait 24 hours
3. THEN send personalized connection request
Why it works:
- They remember you (positive association)
- Not cold anymore (warm intro via comment)
- Shows you did research (not spray-and-pray)
**EXAMPLE:**
[Screenshot or dialogue]
**CTA:**
"Try it. Let me know your reply rate."
LENGTH: 150-250 words
TIME: 30 minutes
FREQUENCY: 1× per week (easy win days)
FRIDAY: Customer Win / Case Study (1 hour)
STRUCTURE:
**HOOK:**
"How a 10-person startup beat Salesforce for a $100K deal:
(A masterclass in positioning)"
**SETUP:**
Our customer: Small sales tech startup
Competitor: Salesforce (800 lb gorilla)
Deal size: $100K annual
How they won:
**THE STORY:**
Step 1: They DIDN'T compete on features
→ Salesforce has 10× more features
→ That's a losing battle
Step 2: They reframed the decision
→ "You have 15 sales reps. Salesforce is built for 500+ rep teams.
You'll pay for complexity you don't need."
Step 3: They offered implementation in 1 week
→ Salesforce: 3-month implementation
→ Them: Live in 1 week
Step 4: They made it founder-to-founder
→ CEO jumped on call (rare for Salesforce)
→ Committed to being "partner, not vendor"
**THE WIN:**
Customer chose them despite:
- Salesforce brand
- Salesforce features
- Salesforce pricing power
Why?
- Speed to value
- Right-sized solution
- Personal relationship
**LESSON:**
"Don't compete on the incumbent's terms.
Reframe the decision criteria."
**CTA:**
"Ever competed against a giant? How'd you position?"
LENGTH: 500-700 words
TIME: 1 hour
FREQUENCY: 1× per week
LinkedIn Algorithm Optimization (Sales Tech):
POST TIMING:
✅ Tuesday-Thursday, 9-11 AM EST (highest engagement)
✅ Avoid Monday AM (too busy), Friday PM (weekend mode)
For India market:
✅ Tuesday-Thursday, 9 AM-2 PM IST
POST LENGTH:
✅ 300-600 words (sweet spot for LinkedIn)
❌ <100 words (not enough depth)
❌ >800 words (tl;dr, save for newsletter)
ENGAGEMENT TACTICS:
□ First comment: Add value (not "What do you think?")
□ Reply to all comments within first hour (algorithm boost)
□ Ask specific question in CTA (not generic "Thoughts?")
□ Tag max 2 people (more = spam signal)
□ Use 3-5 hashtags max (Sales, SalesLeadership, B2BSales, etc.)
CAROUSEL STRATEGY (Sales Tech Specific):
When: Complex frameworks, multi-step processes, data visualization
Format: 7-10 slides
Structure:
- Slide 1: Hook (bold claim + data point)
- Slides 2-8: Framework/data (one point per slide)
- Slide 9: Summary (recap key points)
- Slide 10: CTA (apply this, share results)
Tools:
- Free: Canva (templates available)
- Paid: Taplio ($29/mo), Shield ($12/mo)
A2: Sales Tech @ Series B (Team Content, Professional Voice)
Your Reality Check:
COMPANY PROFILE:
- Size: $10M-40M ARR, 150-500 employees
- Stage: Series B
- You: VP Marketing or Content Lead
- Team: 1-2 content writers + designer
- Content goal: Thought leadership + brand building
- Publishing: 5-7× per week (company account)
- Approval: Manager/CEO review for company posts
- Budget: $3K-10K/month for content
Why Series B Content is Different:
SERIES A CONTENT:
- Founder voice (personal, authentic)
- Scrappy (founder writes everything)
- Tactical (helping peers)
- Goal: Build personal + company brand
SERIES B CONTENT:
- Brand voice (professional, consistent)
- Team effort (writers, designers, approval)
- Strategic (thought leadership)
- Goal: Category positioning
NEW CHALLENGES:
- Maintain authenticity while scaling
- Multiple stakeholders (CEO, Sales, Product)
- Balancing founder voice vs company voice
- Higher quality bar (professional design expected)
Series B Sales Tech: Content Team Structure
TEAM ROLES:
CONTENT LEAD (You):
- Strategy (what topics, what angles)
- Approval (final say on all posts)
- Stakeholder management (CEO, Sales, Product)
- Metrics (track engagement, leads, brand impact)
Time: 15-20 hours/week
CONTENT WRITER (1-2 FTE):
- Research (find data, customer stories)
- Drafting (write posts, threads, articles)
- Editing (polish, optimize)
- SEO (keywords, hashtags)
Time: 30-40 hours/week
DESIGNER (Part-time or contractor):
- Carousels (LinkedIn carousels for complex topics)
- Infographics (data visualization)
- Branded templates (consistent look)
Time: 10-15 hours/week
FOUNDER/CEO (Guest):
- 1-2 posts per week under their name
- High-level strategic takes
- Company announcements
Time: 2-3 hours/week (ghost-written, they edit)
TOOLS & BUDGET ($3K-10K/month):
□ Design: Canva Pro ($13/mo) or Figma ($12/user/mo)
□ Scheduling: Taplio ($39/mo) or Shield ($12/mo)
□ Analytics: Shield Analytics ($12/mo)
□ Carousel creation: Canva or custom designer ($500-2K/mo)
□ Stock photos: Unsplash (free) or Shutterstock ($29-199/mo)
□ Writing tools: Grammarly Premium ($12/mo), Hemingway (free)
Series B Approval Workflow:
STANDARD POST (Product update, tactical tip):
Writer → Content Lead → Publish
Timeline: Same day
STRATEGIC POST (Contrarian take, competitor analysis):
Writer → Content Lead → VP Marketing → Publish
Timeline: 1-2 days
SENSITIVE POST (Pricing, roadmap, executive POV):
Writer → Content Lead → VP Marketing → CEO → Legal (if needed) → Publish
Timeline: 3-5 days
FOUNDER GHOST-WRITE:
Writer draft → Content Lead edit → Founder review/edit → Publish (under founder name)
Timeline: 2-3 days
CRITICAL: Founder has final say (it's their voice)
APPROVAL DECISION TREE:
Question: Is this factual/tactical?
YES → Standard approval (Content Lead)
NO → Continue...
Question: Does this challenge competitors/industry?
YES → Strategic approval (VP Marketing)
NO → Continue...
Question: Does this touch pricing/strategy/roadmap?
YES → Sensitive approval (CEO)
NO → Standard approval
Question: Could this create legal risk?
YES → Legal review (add 3-5 days)
NO → Proceed with appropriate approval tier
Series B Weekly Content Calendar:
MONDAY:
□ 09:00 | Company post: Data-driven insight
Topic: "We analyzed 100K sales calls in Q4. Here's what changed."
Writer: Staff writer
Format: LinkedIn post (400-500 words)
Visual: Data viz (bar chart or line graph)
Approval: Content Lead
□ 12:00 | Founder post: Weekend reflection
Topic: "5 sales trends I'm watching in 2026"
Writer: Ghost-written (founder edits heavily)
Format: LinkedIn post (300-400 words)
Approval: Founder (final say)
TUESDAY:
□ 09:00 | Company post: Tactical framework (carousel)
Topic: "The objection handling framework we teach customers"
Format: LinkedIn carousel (8-10 slides)
Designer: Create branded template
Writer: Framework content
Approval: Content Lead → VP Marketing (if new framework)
□ 14:00 | Customer story (LinkedIn article)
Topic: "How [Customer] scaled from $5M to $20M ARR"
Format: Long-form article (800-1200 words)
Writer: Interview customer, write case study
Approval: Customer approval + Content Lead
WEDNESDAY:
□ 09:00 | Company post: Industry commentary
Topic: "Gong's Series D: What it means for SMB sales tech"
Writer: Research news, add perspective
Format: Analysis (400-500 words)
Approval: Content Lead → VP Marketing (competitive topic)
□ 16:00 | Founder post: Personal insight
Topic: "The sales hire that changed our trajectory"
Writer: Ghost-written from founder interview
Format: Story (400-500 words)
Approval: Founder
THURSDAY:
□ 09:00 | Company post: Quick win
Topic: "3 LinkedIn prospecting tips from our SDR team"
Format: Short tips (250-350 words)
Writer: Interview SDR manager
Approval: Content Lead
□ 12:00 | Product Marketing: Feature announcement (if launching)
Writer: PMM writes, Content Lead edits
Format: Feature post + carousel
Approval: PMM → Content Lead → VP Marketing
FRIDAY:
□ 09:00 | Founder post: Weekly learnings
Topic: "3 things I learned this week about sales coaching"
Writer: Founder writes this one (authentic)
Format: Quick reflection (200-300 words)
Approval: None (founder direct)
□ 14:00 | Community engagement post
Topic: "Friday question: What's your biggest sales challenge right now?"
Format: Simple question + comment engagement
Goal: Build community, spark discussion
Approval: Content Lead
WEEKEND (Schedule for Monday):
□ SAT | Batch write next week's drafts
□ SUN | Review analytics from previous week
Series B: Data-Driven Content Strategy
QUARTERLY CONTENT INITIATIVES:
Q1: ORIGINAL RESEARCH REPORT
"The State of SMB Sales 2026"
Production:
Week 1-2: Survey design
- 500+ sales leaders
- 20 questions (multiple choice + open-ended)
- Incentive: $50 Amazon gift card (100 recipients)
- Platform: Typeform ($35/mo)
Week 3-4: Data collection
- Email outreach (to customer list)
- LinkedIn post (survey link)
- Partner distribution (Pavilion, Sales Hacker)
- Goal: 500+ responses
Week 5-6: Analysis
- Data analyst: Clean data, find insights
- Writer: Identify 5-7 key findings
- Designer: Create data visualizations
Week 7-8: Content production
- Full report (30-40 pages PDF)
- Summary blog post (1,000 words)
- LinkedIn carousel series (3-4 carousels)
- Webinar presentation
Week 9-12: Distribution & amplification
- Publish report (gated, capture emails)
- 4-week LinkedIn series (one finding per week)
- Guest posts on Sales Hacker, Pavilion
- PR outreach (TechCrunch, SaaStr)
- Webinar (present findings, Q&A)
Budget:
- Survey incentives: $5,000
- Design (report): $2,000-5,000
- Promotion: $3,000-5,000
- Total: $10,000-15,000
Impact:
- 1,000-2,000 report downloads
- 100-200 SQLs
- Media coverage (TechCrunch, SaaStr mention)
- Sales enablement (differentiation vs competitors)
- Thought leadership (cited by industry)
Q2-Q4: Additional initiatives
- Q2: Customer benchmarking report
- Q3: Competitive landscape analysis
- Q4: 2027 predictions + trends
A3: Sales Tech @ Series C+ (Category Ownership)
Your Reality Check:
COMPANY PROFILE:
- Size: $50M+ ARR, 500+ employees
- Stage: Series C/D or preparing IPO
- You: Director of Content / Head of Thought Leadership
- Team: 3-5 FTE (writers, designers, analysts, video)
- Content: Category-defining thought leadership
- Budget: $20K-50K/month
- Goal: Own the conversation (like Gong Labs, Pavilion, SaaStr)
Series C+ Content = Category Ownership
SERIES A/B GOALS:
- Generate leads
- Build brand awareness
- Establish thought leadership
SERIES C+ GOAL:
- OWN the conversation in your category
- Be THE source that media/analysts/customers cite
- Influence industry direction
- Recruiting magnet (top talent reads your content)
EXAMPLES OF CATEGORY OWNERSHIP:
- Gong Labs (conversation intelligence insights)
- Pavilion (GTM community + content)
- SaaStr (B2B SaaS conferences + content)
- First Round Review (startup advice)
- a16z blog (startup/tech trends)
YOUR CONTENT BECOMES:
- Industry-defining (sets agenda)
- Media-cited (journalists reference you)
- Board-level reading (not just practitioners)
- Recruiting tool ("I read your blog" in interviews)
Series C+ Content Team:
ORGANIZATIONAL STRUCTURE:
DIRECTOR OF CONTENT (You):
- Strategy: What makes us category leaders?
- Partnerships: Media, analysts, industry orgs
- Executive alignment: CEO/CMO/Board
- Budget management: $20K-50K/month
- Metrics: Brand awareness, category leadership signals
MANAGING EDITOR:
- Editorial calendar: Plan 3 months ahead
- Quality control: Everything excellent or doesn't ship
- Writer management: Assign, edit, coach
- Process: Systems that scale
SENIOR CONTENT WRITER (2-3):
- Original research: Lead quarterly reports
- Thought leadership: Strategic analysis
- Specialization: Each owns topic area
* Writer 1: Sales methodology, frameworks
* Writer 2: Data/research, benchmarks
* Writer 3: Industry trends, competitive analysis
DATA ANALYST:
- Research design: Survey questions, methodology
- Data analysis: Find insights in product data
- Visualization: Charts, graphs, dashboards
- Reporting: Present findings to exec team
SENIOR DESIGNER:
- Brand-level quality: Every asset premium
- Data visualization: Make complex data clear
- Templates: Scalable, consistent design system
- Video production: Motion graphics for social
VIDEO PRODUCER (Optional but recommended):
- Short-form: 60-90 second LinkedIn videos
- Webinars: Professional production quality
- Podcast: If you have one
- YouTube: Thought leadership channel
CONTENT OPERATIONS / COORDINATOR:
- Scheduling: Manage content calendar
- Distribution: LinkedIn, Twitter, email, etc.
- Analytics: Track performance across channels
- Coordination: Keep everyone aligned
TOOLS & BUDGET ($20K-50K/month):
TIER 1: Publishing Infrastructure ($1K-3K/month)
□ CMS: WordPress, Webflow ($50-200/mo)
□ Email: HubSpot, Marketo ($1K-2K/mo for enterprise)
□ Scheduling: Hootsuite, Sprout Social ($200-500/mo)
□ Analytics: Google Analytics + custom dashboards
TIER 2: Research & Data ($3K-10K/month)
□ Survey platform: Qualtrics ($200-500/mo)
□ Research incentives: $2K-5K per study
□ Data visualization: Tableau ($70/user/mo)
□ Industry subscriptions: Gartner, Forrester ($3K-5K/mo)
TIER 3: Content Production ($5K-15K/month)
□ Team salaries: $15K-30K/month (3-5 FTE fully loaded)
□ Freelancers: Subject matter experts ($500-2K per piece)
□ Design tools: Adobe Creative Cloud ($55/mo/user)
□ Stock assets: Photos, videos ($200-500/mo)
TIER 4: Distribution & Amplification ($5K-15K/month)
□ Paid social: LinkedIn ads ($3K-8K/mo)
□ Sponsorships: Industry newsletters ($2K-5K/placement)
□ PR agency: If needed ($5K-15K/mo retainer)
□ Events: Speaking slots, sponsored content
TIER 5: Video & Multimedia ($5K-10K/month if doing video)
□ Video production: Equipment, editing software
□ Video editor: Part-time or contractor
□ Podcast production: If applicable
□ YouTube optimization: Thumbnails, SEO
Series C+ Content Strategy: Flagship Initiatives
ANNUAL CONTENT FLAGSHIP: "THE STATE OF B2B SALES [2026]"
This is your category-defining research report.
SCOPE:
- Survey: 2,000-5,000 sales leaders
- Product data: Analyze 10M+ sales conversations
- Academic partnership: Validate with university researchers
- Executive interviews: 50 CROs/VPs Sales
- Timeline: 4-6 months production
- Budget: $40K-80K
METHODOLOGY:
Month 1-2: Research design
- Survey questions (partner with Qualtrics)
- IRB approval (if partnering with university)
- Sample selection (ensure representative)
- Pre-test survey (100 respondents, iterate)
Month 3-4: Data collection
- Survey distribution:
* Email to 50K sales leaders (bought list)
* LinkedIn campaign ($10K ad spend)
* Partner promotion (Pavilion, Sales Hacker, SaaStr)
* Customer outreach (guaranteed responses)
- Goal: 2,000-5,000 complete responses
- Incentive: $100 Amazon gift card (200 winners)
Month 5: Analysis
- Data cleaning: Remove incomplete/invalid
- Statistical analysis: Regression, correlation, segmentation
- Product data integration: Combine survey + product insights
- Visualization: 30-50 charts/graphs
- Insights identification: What's surprising? What matters?
Month 6: Production
- Report writing: 60-80 pages
- Executive summary: 4-page overview
- Design: Premium quality (looks like Gartner/Forrester)
- Infographics: Shareable data visualizations
- Landing page: Report download (gated)
POST-LAUNCH AMPLIFICATION (3 months):
Week 1: Launch
- Press release: Wire services
- Media outreach: TechCrunch, WSJ, Forbes
- LinkedIn campaign: Promote to 100K sales leaders
- Customer email: Send to all customers
- Webinar: Present findings (500+ registrants)
Week 2-4: Content series
- LinkedIn: 12 posts (one finding per post)
- Blog: 4 deep-dive articles
- Podcast: 3 episodes discussing findings
- Guest posts: Publish on Pavilion, Sales Hacker, etc.
Month 2-3: Speaking circuit
- Conferences: Present at SaaStr, Pavilion Summit, Sales 3.0
- Webinars: Partner with complementary tools
- Podcasts: Guest on top 10 sales podcasts
- Customer events: Present at your user conference
IMPACT METRICS:
REACH:
- 10,000+ report downloads
- 500,000+ social impressions
- 50+ media mentions
- 20+ conference/podcast presentations
BUSINESS:
- 300-500 SQLs directly attributed
- $2M-5M pipeline influenced
- Sales enablement (differentiation in 100+ deals)
- Recruiting (mentioned in 50+ candidate interviews)
CATEGORY LEADERSHIP:
- Cited by Gartner/Forrester in their reports
- Referenced in competitor earnings calls
- Academic papers cite your research
- Industry orgs invite you to present
- Media calls YOU for expert commentary
ROI:
- Cost: $60K-100K (full production + promotion)
- Pipeline influenced: $2M-5M
- ROI: 20-50× (if even 1-2% of pipeline closes)
Series C+ Content Distribution: Media Company Level
OWNED CHANNELS:
BLOG:
- Frequency: 2-3× per week
- Topics: Thought leadership, research, frameworks
- SEO: Optimized for category keywords
- Goal: 50K-100K monthly visitors
LINKEDIN (Company):
- Frequency: 5-7× per week
- Mix: Data insights, frameworks, company updates
- Followers: 50K-150K+
- Engagement: 2-5% (very high for company page)
LINKEDIN (Founder/Execs):
- CEO: 2-3× per week (high-level strategy)
- CMO: 1-2× per week (marketing insights)
- CRO: 1-2× per week (sales insights)
- Followers: 10K-50K each
- Engagement: 5-10% (personal accounts higher)
YOUTUBE:
- Frequency: 1-2× per week
- Content: Research summaries, webinar recordings, interviews
- Subscribers: 5K-20K
- Goal: Thought leadership, not viral videos
PODCAST:
- Frequency: Weekly
- Format: Interview sales leaders (30-45 min)
- Distribution: Apple, Spotify, YouTube
- Downloads: 1K-5K per episode
EMAIL NEWSLETTER:
- Frequency: Weekly
- Subscribers: 20K-60K
- Open rate: 25-35%
- Content: Curated insights + original commentary
EARNED CHANNELS:
MEDIA COVERAGE:
- TechCrunch, Forbes, WSJ (2-4× per year)
- Industry pubs: Sales Hacker, SaaStr, Pavilion (monthly)
- Podcasts: Top 20 sales podcasts (quarterly)
- Position: Expert source (journalists quote you)
SPEAKING:
- Tier 1 conferences: SaaStr, Pavilion Summit, Sales 3.0 (keynote)
- Tier 2 conferences: Regional sales events (breakout sessions)
- Customer events: Your user conference (opening keynote)
- Virtual: 10-20 webinars per year
ANALYST RELATIONS:
- Gartner: Briefings 2× per year
- Forrester: Wave participation
- Pavilion: Community partnership
- Josh Bersin: If HR Tech adjacency
ACADEMIC:
- University partnerships: Research collaborations
- Journal publications: Peer-reviewed if possible
- Guest lectures: MBA programs (sales/marketing)
- Thesis advising: If relevant
PAID CHANNELS:
SPONSORED CONTENT:
- Industry newsletters: Pavilion, Sales Hacker ($5K-15K per placement)
- LinkedIn ads: Promote flagship research ($10K-20K per campaign)
- Conference sponsorships: SaaStr, Pavilion ($20K-50K per event)
PARTNER CHANNELS:
- Integration partners: Salesforce, HubSpot, Outreach (co-marketing)
- Community partners: Pavilion, Revenue Collective (content swaps)
- Analyst firms: Gartner, Forrester (sponsor research)
- Academic: Universities (research partnerships)
📊 SECTION B: HR TECH CONTENT WRITING
When To Use This Section:
- Your product: HRIS, employee engagement, performance, recruiting
- Your audience: HR leaders, CHROs, People Ops, Talent teams
- Your content angle: Employee experience, people analytics, culture
- Voice: Professional, empathetic, research-backed (NEVER aggressive)
B1: HR Tech @ Series A (Founder, Professional Voice Required)
Your Reality Check:
COMPANY PROFILE:
- Size: $2M-8M ARR, 20-80 employees
- Stage: Series A
- You: Founder (often ex-CHRO background)
- Content goal: Build trust, establish expertise
- Publishing: 2-3× per week (quality > quantity)
- Voice: Professional, empathetic, never aggressive
Why HR Tech Content is FUNDAMENTALLY DIFFERENT:
SALES TECH CONTENT:
✅ Aggressive, contrarian takes
✅ "Gong is wrong about X"
✅ Challenge incumbents publicly
✅ Data-driven, ROI-focused
Risk: Low (worst case = lose followers)
HR TECH CONTENT:
❌ NEVER aggressive or confrontational
❌ NEVER "Competitor X is wrong"
❌ NEVER attack category leaders
✅ Professional, empathetic, supportive
✅ Research-backed, people-focused
Risk: HIGH (HR community is small, reputation matters)
WHY THE DIFFERENCE:
- HR community is tight-knit (everyone knows everyone)
- HR leaders value relationships over aggressive positioning
- HR topics are sensitive (people, culture, layoffs)
- Attacking competitors = unprofessional (damages your brand)
- CHRO job changes = everyone moves to different companies
→ Today's competitor could be tomorrow's customer/partner
HR Tech Voice Guidelines:
TONE SPECTRUM (HR Tech):
TOO AGGRESSIVE (Never Do This):
"Traditional performance reviews are BROKEN. Anyone still using them is hurting their team."
→ Judgmental, attacks current practices
TOO SOFT (Also Wrong):
"We think maybe employee engagement could possibly be important..."
→ Lacks confidence, not thought leadership
APPROPRIATE (Do This):
"Research shows traditional annual reviews have limitations. Here's what forward-thinking CHROs are trying instead."
→ Research-backed, helpful, not judgmental
IDEAL HR TECH VOICE:
- Confident but not arrogant
- Research-backed (cite studies, surveys)
- Empathetic (understand HR challenges)
- Helpful (provide frameworks, not just criticism)
- Inclusive (not everyone can afford premium tools)
- Professional (appropriate for CHRO audience)
Content Types for HR Tech Founders:
CONTENT MIX (HR Tech Series A):
50% RESEARCH-BACKED INSIGHTS
- "Culture Amp's 2026 benchmark shows X"
- "New study on hybrid work effectiveness"
- "People analytics: What the data actually says"
Source: Industry research, academic studies, your product benchmarks
Length: 400-600 words
Frequency: 1-2× per week
30% PRACTICAL FRAMEWORKS
- "The 1-on-1 framework top managers use"
- "How to measure culture (beyond surveys)"
- "Performance review template for 100-person companies"
Source: Best practices, customer insights
Length: 500-700 words
Frequency: 1× per week
15% EMPATHETIC OBSERVATIONS
- "The CHRO challenge no one talks about"
- "Navigating layoffs with empathy [guide]"
- "What I learned from 100 employee exit interviews"
Source: Your experience, HR community insights
Length: 400-600 words
Frequency: 1× every 2 weeks
5% PERSONAL/VULNERABLE
- "The employee engagement program I launched (that failed)"
- "What I got wrong about performance management"
Source: Your honest journey
Length: 400-600 words
Frequency: Monthly or less (HR = professional, limit oversharing)
HR Tech Daily Content Workflow (3× per Week)
MONDAY: Research-Backed Insight (2 hours)
08:00-09:00 | Find Research
HR TECH RESEARCH SOURCES:
□ SHRM (Society for HR Management) - industry gold standard
□ Josh Bersin research - HR thought leader
□ Culture Amp blog - engagement benchmarks
□ Lattice blog - performance management insights
□ Gartner HR research (if accessible)
□ Harvard Business Review - people management
□ Academic journals - organizational psychology
09:00-10:00 | Write Post
STRUCTURE:
**HOOK (Research Finding):**
"Culture Amp's 2026 benchmark report analyzed 500,000 employee surveys.
The #1 driver of retention isn't compensation. It's manager effectiveness.
By a margin of 3×."
**CONTEXT:**
This challenges conventional wisdom.
Most CHROs focus budget on:
- Competitive comp packages
- Benefits improvements
- Perks (ping pong, free lunch)
Meanwhile, the data shows:
- Manager quality = 3× more predictive of retention
- Direct manager relationship = #1 factor
- Yet: 60% of companies have no manager training budget
**FRAMEWORK:**
What top-performing companies do differently:
1. Manager selection (promote based on leadership, not tenure)
2. Manager training (quarterly coaching skills development)
3. Manager accountability (retention = performance metric)
**PRACTICAL APPLICATION:**
For small teams (50-200 employees):
- Start: Monthly manager training (2-hour sessions)
- Focus: 1 skill per quarter (giving feedback, career development, etc.)
- Measure: Manager effectiveness scores in engagement surveys
For mid-market (200-1000):
- Implement: Manager development program
- Budget: $500-1K per manager annually
- ROI: If retention improves 5%, savings = $X (calculate)
**CTA (Professional):**
"How does your company invest in manager development?
I'd love to learn from your approach."
NOT: "What do you think?" (too generic)
NOT: "Tag a bad manager" (unprofessional)
WEDNESDAY: Practical Framework (2 hours)
STRUCTURE:
**HOOK:**
"The 1-on-1 framework I've used with 50+ managers.
(Backed by research from MIT Sloan and Josh Bersin)"
**PROBLEM:**
Most 1-on-1s are status updates.
Manager asks: "What are you working on?"
Employee shares: "Project X, Project Y"
No growth. No connection. No development.
**FRAMEWORK: THE 3-TOPIC STRUCTURE**
Topic 1: IMMEDIATE (10 minutes)
- What's blocking you this week?
- Where do you need help?
- Any urgent concerns?
Topic 2: DEVELOPMENT (15 minutes)
- What skill do you want to build this quarter?
- What stretch opportunity interests you?
- How can I support your growth?
Topic 3: CONNECTION (5 minutes)
- How are you feeling about work?
- What's energizing you lately?
- Anything personal I should know about?
**WHY THIS WORKS:**
Research shows effective 1-on-1s have 3 elements:
1. Task support (immediate blockers)
2. Career development (future growth)
3. Relationship building (personal connection)
Most managers only do #1.
Top managers balance all 3.
**TEMPLATE:**
"Here's a simple template you can copy:
[Link to doc or image]"
**CTA:**
"What's your 1-on-1 structure?
Always looking to improve mine."
TONE: Helpful, not preachy
FRIDAY: Empathetic Observation (1.5 hours)
STRUCTURE:
**HOOK (Vulnerable Opening):**
"The CHRO challenge no one talks about:
You're responsible for culture. But you don't control it."
**SETUP:**
Every CHRO has felt this:
- CEO wants "better culture"
- Board asks about "employee engagement scores"
- But: You can't mandate culture
You can:
- Design programs
- Measure engagement
- Create policies
You can't:
- Control manager quality
- Force authentic relationships
- Manufacture belonging
**THE TENSION:**
This creates an impossible dynamic:
→ Accountable for outcomes
→ Limited control over inputs
→ Success depends on 100+ managers you don't directly manage
**WHAT HELPS:**
After talking to 30+ CHROs about this:
1. REFRAME YOUR ROLE
Not: "Owner of culture"
But: "Enabler of culture"
You don't create culture.
Managers create culture.
You enable them to do it well.
2. FOCUS ON SYSTEMS
- Manager selection (who gets promoted)
- Manager training (how we develop leaders)
- Manager accountability (metrics that matter)
3. MEASURE LEADING INDICATORS
Not just: Annual engagement scores
But: Monthly manager effectiveness scores
**CTA:**
"Fellow CHROs: How do you navigate this tension?
What's helped you?"
TONE: Vulnerable but professional
GOAL: Build community, not just thought leadership
HR Tech: What NEVER to Post
❌ NEVER POST:
"Workday is terrible. Here's why:"
→ Attacks competitor (unprofessional)
"If your company still does annual reviews, you're behind"
→ Judgmental to audience (many still do this)
"The engagement survey results that shocked us [gossip]"
→ Violates employee privacy
"We just poached a great CHRO from [Company]"
→ Inappropriate, burns bridges
"Hot take: HR is mostly useless"
→ Self-destructive, alienates audience
"Check out this hilarious HR meme [generic meme]"
→ Low-value, undermines expertise
RULE FOR HR TECH:
If you wouldn't say it at SHRM Annual Conference, don't post it on LinkedIn.
B2: HR Tech @ Series B (Team Content, Brand Voice)
Your Reality Check:
COMPANY PROFILE:
- Size: $12M-40M ARR, 200-600 employees
- Stage: Series B
- You: Director of Content or VP Marketing
- Team: Writer + Designer (HR background preferred)
- Content goal: Category thought leadership
- Publishing: 3-5× per week
- Approval: Manager/Founder for sensitive topics
- Budget: $5K-15K/month
Series B HR Tech: Elevated Professional Content
TEAM STRUCTURE:
CONTENT DIRECTOR (You):
- Strategy (topics, angles, positioning)
- Stakeholder management (Founder/CHRO, Sales, Product)
- Approval (final sign-off)
- Metrics (engagement, brand awareness, pipeline)
HR CONTENT WRITER (1 FTE):
- Ideally: Background in HR or People Ops
- Research (SHRM, Josh Bersin, academic studies)
- Writing (blog posts, LinkedIn, thought leadership)
- Editing (professional quality)
DESIGNER (Part-time):
- People-focused visuals (diverse, inclusive imagery)
- Data visualization (engagement benchmarks, survey results)
- Brand consistency (HR Tech = warm, professional aesthetic)
FOUNDER/CHRO (Guest Voice):
- 1× per week under their name
- Strategic POV, industry trends
- Vulnerable shares (culture challenges)
APPROVAL WORKFLOW:
STANDARD POST (Research summary, framework):
Writer → Content Director → Publish
Timeline: Same day to 1 day
STRATEGIC POST (Industry POV, predictions):
Writer → Content Director → VP Marketing → Publish
Timeline: 2-3 days
SENSITIVE POST (Layoffs, DE&I, compensation):
Writer → Content Director → VP Marketing → Founder/CHRO → Legal (if needed)
Timeline: 3-7 days
WHY STRICTER APPROVAL FOR HR TECH:
- People topics = sensitive (layoffs, DE&I, mental health)
- Legal risk (employment law, EEOC, GDPR)
- Reputation risk (HR community is small)
- Every post reflects on company culture (practice what you preach)
Series B HR Tech: Original Research Content
QUARTERLY RESEARCH INITIATIVES:
Q1: "THE STATE OF EMPLOYEE ENGAGEMENT 2026"
- Survey: 500-1,000 HR leaders
- Partner: SHRM chapter for distribution
- Content series:
* Week 1: "Early findings: What's changing in engagement"
* Week 2: "Hybrid work impact on engagement [data]"
* Week 3: "Manager effectiveness = #1 driver [deep dive]"
* Week 4: "Full report release + webinar"
Production:
- Survey: $2K-5K (Typeform, SurveyMonkey)
- Design: $1K-3K (report design)
- Writer: 40 hours (analysis + writing)
- Timeline: 6-8 weeks
Impact:
- 800-1,500 new followers
- 50-100 inbound leads
- Media coverage (HR Dive, HRExecutive)
- Sales enablement (differentiation)
Q2: "MANAGER EFFECTIVENESS BENCHMARKS"
- Your product data: An
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