Planning ongoing content after launch

Launch is the first chapter

A launch earns attention for a moment. Keeping it takes a steady flow of stories that follow the product as it grows: new features, customer moments, founder perspective, and lessons learned. Planning that flow in advance prevents the common pattern of a big launch followed by silence.

Pick a rhythm you can sustain

Choose weekly, monthly, or quarterly based on how often you ship and how much review time your team can give, not on how often you would like to post. A smaller plan that runs reliably is more useful than an ambitious one that stalls.

• Weekly suits teams shipping often, with short clips and founder posts.
• Monthly suits most product teams: a mix of release videos, edits, and one larger piece.
• Quarterly suits slower release cycles, with a planned set of pieces around each major update.

Tie every piece to an objective

Each item on the roadmap should say why it exists: which audience it is for, what it should help them understand, and what it should lead to. A useful roadmap item records the format, the channel, the owner, the due date, the review checkpoint, the call to action, and the number it is meant to move.

Build around your release calendar

Ask the product team for upcoming releases and fit content around them. Plan backward from each release date with the same stages every time, so the team knows what to expect:

1. BriefPurpose, audience, and call to action agreed.
2. ScriptWords and structure approved.
3. ProductionRecording, screen capture, animation.
4. EditingCuts, captions, and versions.
5. ReviewFeedback from named reviewers.
6. ApprovedSigned off on a specific version.
7. ScheduledDate and channel confirmed.
8. PublishedLive, with the link recorded.

Make reuse part of the plan

One recording session can feed several pieces: a full interview, short clips, quotes, and stills. Plan the reuse when you plan the session, so the right moments are captured.

Review regularly

Set a recurring review, monthly for most teams. Look at what was delivered, what was published, and what the numbers say, then write down three things: what happened, what you learned, and what you will change next. Adjust targets openly, with a reason recorded, rather than quietly.