Design content that builds buyer trust

Design content strategy that builds trust with target buyer

Category-creating startups where positioning determines content pillar, and content-driven awareness is the only viable GTM before product is proven.

• · customer-archetype-output.md (information sources, communities, what they read)
• · startup-canvas-output.md (UVP, problems, positioning)
• · battle-cards-output.md (competitor content gaps)
• · oneliner-output.md (core messaging, optional)
• · gtm-plan-output.md (channel ranking, optional)

• · Buyer journey content map (4 stages: unaware, problem-aware, solution-aware, decision)
• · Channel ranking (where target reads, discusses, scrolls, watches)
• · Competitor content gap analysis
• · 30-day content plan (12 pieces: title, format, channel, stage, hook, CTA)
• · Content pillar definition (the category-defining theme brand owns)
• · Success metrics (leading + lagging indicators)
• · content-strategy-output.md file

• · customer-archetype-output.md must exist
• · Founder has defined UVP and positioning
• · Access to competitor content data (from battle-cards)

• · Publishing where founder hangs out instead of where archetype actually consumes content
• · Content scattered across topics instead of owning one pillar
• · Measuring vanity metrics (followers, likes) instead of conversion leading indicators
• · Generic guides and tutorials instead of positioning-reinforcing content

• · Framework citations: Obviously Awesome (Dunford) on positioning defining category, $100M Leads (Hormozi) on content as lead-generation engine
• · Buyer journey stages explicitly named with content goal and type per stage
• · Specific 30-day plan output (12 pieces with hooks and CTAs)
• · Content pillar definition constraint: must be specific ('shipment reconciliation for mid-market logistics', not 'AI or productivity')