Content calendars fail when they are too generic ("publish 4 blogs a month") or too rigid (locked to a topic months in advance). Claude can build a 90-day calendar that is specific to your ICP, structured around your funnel, and flexible to opportunity. Here is the workflow.
Most content calendars list dates and topics. That is not a calendar — that is a wish list. A useful 90-day content calendar specifies: topic, format (long-form / short / video / carousel), primary persona, distribution channel, why this piece now, and how it connects to other pieces in the quarter.
Claude can build all of that in 20 minutes — but only if you brief it well.
1. Set up the calendar Project. Claude Project loaded with: your ICP, content positioning, what is already published, top-performing existing content, top business priorities for the quarter.
2. Define the strategic backbone. Before generating the calendar, decide: how many pieces per week, what funnel-stage mix (TOFU/MOFU/BOFU), what themes you are intentionally building authority on this quarter.
3. Generate the calendar. Use the prompt below. Claude produces a structured 12-week calendar.
4. Edit for opportunity and tightness. Add 2-3 reactive slots per month for whatever shows up in your industry. Remove pieces that feel forced. The result: a calendar that directs work without locking you out of opportunity.
Build a 90-day content calendar for [COMPANY]. Our positioning: [SHORT VERSION]. Primary persona: [SHORT VERSION]. This quarter we are prioritizing: [TOP 2-3 BUSINESS PRIORITIES]. Mix: - 40% top-of-funnel (educational, search-driven) - 40% middle-of-funnel (comparison, decision-stage) - 20% bottom-of-funnel (proof, case studies, product-led) For each of the 12 weeks, generate one substantial piece: - Working title - Format (article / video / carousel / podcast / report) - Primary persona target - Funnel stage - Distribution channel(s) - Why this piece now (the strategic logic) - 1-2 internal links from existing content Group thematically across the 90 days — pieces should build on each other. Avoid: trend-of-the-month topics with no connection to our actual business priorities. Output as table.
The strategic priorities for the quarter. AI does not know what your business needs to defend or attack this quarter — you do.
The pieces that connect to current sales opportunities. Some content should be written because three deals all asked the same question. AI does not see that.
The pieces that align with conferences, product launches, or company milestones. You schedule those; AI builds around them.