Session 13: Persona-Driven Content Calendar at Scale

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MBA DM Phase 2: The Agency Simulation

Session 13

Persona-Driven Content Calendar at Scale

Block 2 begins: from one post to a system.

Today's Agenda

  • Why a calendar, not a checklist
  • Mapping content to funnel stage & persona
  • Lab: build a 4-week content calendar
  • Deliverable: Content calendar (A2 input)

Sandbox vs. Agency Content

Phase 1 asked for one SEO-optimized page. An agency runs a content calendar: multiple pieces, multiple funnel stages, published on a schedule, tied to persona pain points.

The Calendar Framework

WeekFunnel StageContent Type
1AwarenessEducational blog / reel
2ConsiderationComparison / how-to guide
3DecisionCase study / testimonial
4RetentionTips / community post

Worked Example: Pathshala Tutors

Persona: "Sita, 24, Kathmandu, a bachelor's graduate planning to study in Australia. She needs Band 6.5, studies around a part-time job, and checks Instagram and YouTube in the evening."

Worked Example: Pathshala Tutors (cont.)

Pillars: Exam tips, Student results, Life at Pathshala, Free mock test offer.

Week Date Platform Pillar Format Hook CTA
1 Mon Instagram Exam tips Reel "3 Writing Task 2 mistakes that cost you Band 7" Save this
1 Thu Facebook Student results Carousel "From 5.5 to 7.0 in 8 weeks" Read her story
2 Tue YouTube Shorts Life at Pathshala Short "A day in our speaking lab" Follow
2 Fri Instagram Exam tips Carousel "Listening: the 10-second rule" Share with a friend
3 Wed Facebook + Instagram Offer Static ad "Free full mock test this Saturday" Book on WhatsApp
4 Mon Instagram Student results Reel "What our Band 7.5 students did differently" Book a mock test

Awareness and proof posts come in Weeks 1–2; the offer arrives in Week 3, once the audience has seen evidence.

Full walkthrough in the session note.

Check: Content Mapping

Prompt: cold-call one student.

Case Reference

Recall the e-commerce SEO case for how a content cadence compounded organic traffic over time.

Read: E-commerce SEO case

Lab: Build Your Content Calendar

  1. List 8-12 content pieces across 4 weeks
  2. Tag each with funnel stage + persona pain point
  3. Assign channel (blog, Instagram, email) to each piece

Deliverable for Session 13

4-Week Content Calendar

First component of your A2 package.

Review Questions 📝

  1. List six columns a content calendar should contain.
  2. What is a content pillar? Give four examples for a restaurant.
  3. Why should offer posts usually come later in a campaign window?

Apply it: Build a two-week calendar (six posts) for a Bhaktapur pottery shop targeting tourists and local gift buyers.

Thank You!

Open Session 13 Note