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03 — Strategy & Content

Purpose

This SOP defines how we set strategy, content pillars, content calendar, and content creation process. It ensures content is aligned to objectives, batch-friendly, and repeatable.

Scope

Context Applies to
Client engagement All social media engagements
Own channels Ganguly Consulting's Instagram, LinkedIn

Definitions

Term Definition
Content pillar A recurring theme or category (e.g. educational, proof, BTS)
Pillar mix Target % of content per pillar (e.g. 30% clarity, 25% educational)
Content calendar Planned posts by week; format, topic, hook
Batch Creating multiple pieces in one session
Approval cycle Time from draft to approved; see 04 Workflow & Approval

Context: Client vs Own Channels

Aspect Client engagement Own channels
Pillars Defined from client brief Per PRODUCT-CONTEXT
Calendar Client-approved Internal approval
Creation Content Lead + optional freelancer Content Lead / internal

Strategy & Content Pillars

Ganguly Consulting (own channels)

Per PRODUCT-CONTEXT:

Pillar % Purpose
Why things fail / clarity 30% Establish authority
Educational (systems, frameworks) 25% Value, save/share
Founder decisions / sustainable growth 20% Relatability
Behind-the-scenes / process 15% Trust
Proof / soft promo 10% Credibility

Client engagement

Step Action
1 Map pillars from brand brief, audience, objectives
2 Assign % mix; align to outcomes (not vanity metrics)
3 Document in strategy doc; Client approves
4 Review mix quarterly (PDCA)

Content Calendar & Planning

Element Cadence Owner
Monthly plan 1 month ahead Content Lead
Weekly batch 1 week ahead Content Lead
Format mix Per platform (e.g. 4–5 feed + daily Stories) Content Lead

Calendar structure

Column Purpose
Date Planned publish date
Platform Instagram, LinkedIn, etc.
Format Reel, Carousel, Story, etc.
Pillar Which pillar
Topic / Hook One-line angle
Status Draft / In review / Approved / Published

Content Creation Process

Step-by-step procedure

  1. Plan — Content Lead creates or updates calendar for the period (e.g. 2 weeks).
  2. Draft — Create content in batch; use scripts/templates where applicable.
  3. Internal review — Content Lead self-checks against brand brief and pillar mix.
  4. Client review — Submit for approval per 04 Workflow & Approval.
  5. Revise — Address feedback; resubmit if needed.
  6. Schedule — Add to scheduler once approved.

Quality checks

Check Description
Brand alignment Matches tone, avoids prohibited language
Pillar alignment Fits assigned pillar and mix
Platform fit Format and length suit platform
CTA Clear, single CTA where appropriate

Roles & Responsibilities (RACI)

Deliverable Content Lead Project Lead Client Lead Client
Strategy & pillars R C A C
Content calendar R I A C
Draft content R I I I
Approve calendar I I A A
Approve content I I A A

Prerequisites

Timelines & SLAs

Task SLA
Monthly calendar 5 business days before month start
Draft to client Per agreed approval cycle (e.g. 48–72 hrs)
Revisions 24–48 hrs per revision round

Version & Approval

Field Value
Last updated February 2025
Approver —