Content Strategy for a Launch: A 30-Day Video & Graphics Content Planner
Launching a new product, a signature service, or a group course is one of the most exhilarating—and frankly, stressful—times for a business owner. A successful launch doesn't just happen by accident, with a single "we're live!" post. It's a carefully orchestrated symphony, with each piece of content playing its part to build awareness, nurture desire, and drive decisive action.
If you've ever felt like you were just throwing spaghetti at the wall during a launch, you're not alone. But there's a better way. Let's pull back the curtain and map out what a strategic launch content strategy should look like in the 30 days leading up to cart open.
The Launch Runway: From Stranger to Superfan in 30 Days
Think of your launch content plan as a specialized, high-intensity sales funnel. Its entire purpose is to guide your audience on a journey, taking them from "I've never really thought about this problem" all the way to "I need this solution, and I need it now."
To make this journey manageable and effective, we'll divide the 30 days into three distinct phases. Each phase has a specific psychological goal and requires a different style of content.
Phase 1: The Hype Phase (Days 1-14): Making your audience problem-aware.
Phase 2: The Nurture Phase (Days 15-25): Making your audience solution-aware and building trust in your solution.
Phase 3: The Scarcity Phase (Days 26-30): Creating urgency and driving a decision.
This phased approach ensures you're delivering the right message at the right time, warming up your audience instead of just shouting "buy my thing!" out of nowhere.
Your Content Plan for Each Phase
This is where the strategy comes to life. Your video content for a launch and your supporting graphics will change depending on the phase you're in.
Phase 1: The Hype Phase (Days 1-14) — Seeding the Problem
Goal: To get your audience thinking about the specific problem that your upcoming offer solves, without even mentioning the offer itself. You're agitating the pain point.
Content Type: Educational videos, myth-busting Reels, posts that share startling statistics, and graphics that ask engaging questions.
Example for a Business Coach launching a sales program:
Video Topic: "The 3 Sales Mistakes That Keep Coaches Stuck at 6-Figures."
Reel Idea: A quick video pointing to on-screen text of common, terrible sales advice you see online.
Graphic: A poll asking, "What's your least favorite part of the sales process?"
Phase 2: The Nurture Phase (Days 15-25) — Introducing the Solution
Goal: Now that they're aware of the problem, you start introducing your solution and building deep trust and desire. This is the heart of your course launch content plan or product launch marketing plan.
Content Type: Client testimonials, behind-the-scenes glimpses of your offer, detailed answers to FAQs, and case studies.
Example for the same Business Coach:
Video: This is the perfect time to use those success stories you've collected. I've written before about how to turn client testimonials into your best video ads, and this is where they shine.
Graphics: Create clean, compelling ads that highlight the key benefits of your program. For more on this, check out my guide on the art of the static ad.
Behind-the-Scenes: A short video tour of the course platform or a graphic showcasing the modules they'll get access to.
Phase 3: The Scarcity Phase (Days 26-30) — Driving the Decision
Goal: To create a clear and compelling reason for your audience to act now. This is where you are direct, clear, and confident in your offer.
Content Type: Countdown timers, "doors closing" announcements, bonus offers for fast action, and direct calls to action.
Example for the same Business Coach:
Video: A clear, concise video that looks straight at the camera and breaks down exactly who the program is for and who it's not for. This is where a direct call-to-action video is non-negotiable.
Graphics: A carousel post counting down the final 3 days, with each slide highlighting a different bonus or key feature they'll miss out on. A "Last Chance!" graphic for the final day is essential.
The CEO's Launch Strategy: Create It All in Advance
Let me be blunt: trying to manage a launch while also creating all of this content in real-time is a recipe for burnout and disaster. The promotion, the sales calls, and the customer service of a launch are a full-time job.
The truly strategic approach is to have all your video and graphic assets created and ready to go weeks before the Hype Phase even begins.
My "Done-For-You" services are perfectly suited for this. My remote workflow is designed for busy CEOs who need to execute a plan without getting stuck in the weeds.
You provide me with your launch plan and the core messaging.
You batch-film the raw video content based on our strategy.
You upload it all to a shared drive.
I get to work, delivering a complete, organized library of all the videos and graphics you need for all three phases, ready for you to schedule and deploy.
This process frees you up to focus on what you do best: selling your offer and serving your new clients.
Launch with Confidence, Not Chaos
A successful launch is not magic; it's a system. By following a phased content plan and preparing your assets in advance, you can move from a state of chaotic, reactive stress to one of calm, strategic confidence. You'll know that every post has a purpose, guiding your audience one step closer to the transformation you offer.
Planning a launch in the next quarter? Let's build your complete content and design plan so you can focus on selling, not creating.
