The Authority Content Planning Worksheet

This is a simplified version of the positioning and planning work we do with every client in their first week. Work through it with a pen. It takes about an hour, and you’ll come out with enough material for a month of content.

Part 1: Positioning in one sentence

Fill in the blanks. Don’t polish; be specific.

I help [who, specifically] who are struggling with [the problem they’d describe in their own words] to [the outcome they want], through [what makes your approach different].

Check it against three questions:

• Would your best client recognise themselves in the “who”?
• Is the problem in their words, not industry jargon?
• Could a competitor say exactly the same sentence? If yes, sharpen the last part.

Part 2: Four content pillars

Every piece of content should fit one of these. Write three topic ideas under each.

1. Point of view. What do you believe that most people in your field get wrong?

2. Method. Which parts of your process could you explain in 30–60 seconds?

3. Proof in motion. Which client situations (with permission, or anonymised) show the before, the shift and the after?

4. Objections. What do people say right before they don’t buy?

Part 3: The hook bank

Go through your last ten sales calls, client emails or DMs. Write down every question someone asked you, word for word. Each question is a hook.

Turn a question into a hook by answering it directly or challenging the assumption behind it. For example, “How long until I see results?” becomes “If someone promises results in 30 days, ask them this one question.”

Part 4: Your weekly rhythm

Choose a recording day and time you can protect every week.

• Recording day: __________ Time: __________
• Scripts ready by: __________ (at least one day before)
• Files uploaded by: __________ (same day as recording)
• Who publishes, and when: __________
• Who checks DMs daily: __________

Part 5: Your one call to action

Pick one resource you can offer in exchange for a comment, and one keyword.

• Resource: ______________________
• Keyword: ______________________
• Who gets offered a call (your qualifying criteria): ______________________

For how to build the DM flow behind that keyword, read our guide to comment-to-DM automation for coaches. For a recording routine that makes Part 4 stick, see how to batch-record a week of short-form videos.