Your 90-Day Content Operating Model

Originally published November 11, 2025 , updated on December 3, 2025

As a business, it can be hard to know where to start when creating a content plan. You may know your brand inside out, but feel unsure about how to get your message across to your audience. We’ll break down the essentials for developing an effective 90-day content operating model.

Who Are You and What Do You Want to Achieve?

When developing your 90-day content plan, a bit of introspection is a good place to start. Think about your company’s values, what you stand for, and how you would like to be known by your audience. This will guide you when you start thinking about what you want your content to achieve.

Next, think about the purpose of your content. It may be to increase sales, draw in more leads, improve site traffic, or boost online engagement. Each piece of content you produce should have your goal in mind, as the approach you take will depend on your content’s purpose.

Establish Your KPIs

You’ll track your success and continue to improve your content by having pre-established KPI’s in mind. Your performance indicators may be things like conversion rates, online engagement, increased sales, or website traffic. These will all show how effectively your content speaks to your ideal audience and provide insight into areas that might need more attention.

Who Is Your Audience?

This may be the most important question. Think about their demographics, needs, goals and desires, problems, obstacles, and fears.

If you can answer these questions about your audience, each answer can become the focus of a piece of content. In your content plan, you can focus on different aspects of your ideal audience. You may be addressing their fears or educating them about a problem they’ve encountered.

Having an in-depth understanding of who you are speaking to will make connecting with them on their level much easier. You don’t want your content to feel like a sales pitch. The more you connect with your audience, the more you build trust as a brand.

Planning Your Content

The planning process should begin with an audit of your existing content. Look at what’s working and what needs to be improved. When considering improvements, keep your audience and your goals top of mind. For example, your website may be great, but your audience may spend more time on Instagram, so that’s where you should focus your efforts.

Come up with a content strategy that integrates who you are, who your audience is, and what you have to offer them.

Decide on the Type of Content

This is the “how” of getting your message across. Using a combination of formats and perspectives keeps your content fresh and engaging.

Different Angles to Address your Audience

• Personal stories: These are useful for connecting with your audience on an emotional level. When someone connects with the stories your brand tells and sees themselves reflected in your content, their trust and your credibility increase.
• Case studies: These are a good way to demonstrate practical solutions to your audience’s potential problems. With these, you show your product or service in action and offer a reference for its success.
• Blog posts: For a more in-depth discussion on a topic, a blog is a good way to show your expertise. They can be educational or solutions-based and give people answers or instructions on topics that interest them.

Your content should be a mix of educational, engaging, and promotional. Too much of the same thing will cause your readers to lose interest in your message.

Choose Your Formats

Different content formats can have different effects on people. Using a combination of formats, such as video content, pictures, short posts, or case studies, keeps your audience engaged. Keep your ideal audience in mind and assess what appeals most to them.

Content Repurposing

What seems like one piece of content could actually be several. A blog post can become five social media posts and a video reel. A case study could be reworked into LinkedIn content for a month. Look at what you already have and think about ways to repurpose it instead of starting from scratch each time. This approach to your content operations can be a significant time-saver and offer consistency in your messaging.

Keyword Research, SEO and AI SEO

SEO (Search Engine Optimization) and AI SEO are important parts of developing a content plan. They ensure that content is discoverable and relevant to your target audience. 

SEO focuses on making sure content ranks highly on search engines by targeting the right keywords, addressing user intent, and structuring content to improve visibility. AI SEO uses artificial intelligence to automate these processes. It analyzes large sets of data for keyword trends, generates content ideas, and improves for semantic search and user behavior.

Combining SEO with AI technologies gives businesses the tools to create data-driven content plans.

Build a Content Calendar

So, you have done the research and ironed out the details of your content operations. It’s up to you to decide how you space your posting and publishing. You need to develop a content calendar that is consistent and ensures that you put out content regularly enough to keep your readers interested, but not so often that you’re flooding their feeds.

Connect With Goodman Lantern

We have broken down the basics of the 90-day content operating model, but sometimes expert oversight is needed. Get in touch today for help developing an effective content strategy for your business.

FAQ

Why Is Planning Content Quarterly (90 Days) More Effective Than Monthly or Annual Planning?

Quarterly planning strikes a balance between foresight and flexibility, allowing teams to execute the plan without feeling overwhelmed.

How Can Content and Marketing Calendars Be Aligned for Better Impact?

Merging content themes with marketing activities, such as webinars or launches, creates consistency across platforms and warms up your audience before major events or campaigns.

What Is a Key Step to Take Toward the End of Your 90-Day Content Period?

Conduct a thorough review to identify what worked, what didn’t, and what opportunities there are for improvement. This will help for the next 90 days by focusing efforts on successful activities.

How Can Repurposing Content Save Time and Increase Reach?

Repurposing a single piece of content into multiple formats (like turning a blog post into social posts or videos) expands reach and keeps your messaging consistent without having to start from scratch for each platform.

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