Strategic content planning that anticipates market changes

_{Day 60/100}

Hey - It's Tim.

I'm in a coffee shop. Two tables away, a couple argues about inflation. Outside, we finally have sun. Just in time for the weekend.

Perfect weather for chess. Or in our case, 5D Underwater Backgammon.

The tariffs hit the other week. Or did they?
China is starting a complete trade war.
Canada is trying to be the new USA.
Europe has been strangely ignored…

Politics aside, it’s a bit crazy to say the least.

As my friend would say “We live in interesting times”

Your competitors are scrambling. Rewriting product pages. Updating pricing. Panic stations.

But you? You're calm. Because three months ago, you built content modules around supply chain resilience. You anticipated this.

While Your Competitors Play Checkers, You're Playing 5D Underwater Backgammon.

Business changes. Content stays the same.

Everyone's writing about "10 Ways to Optimize Your Product Pages" while the entire market shifts beneath our feet. It's like rearranging deck chairs on the economic Titanic.

Not a content plan. A content system.

Start here. Build these three:

🟧 Rapid response protocol
Who writes?
Who approves?
How fast can you ship?

🟨 Modular campaigns
Pre-approved building blocks.
Swap in new info. Hit publish.
No drama.

🟥 Two calendars
One for business-as-usual.
One for “oh sh!t” moments.
You shouldn’t be starting from scratch when the market sneezes.

I talked to one of my CMO friends last week. While competitors were still drafting emergency statements, her team had published three analysis pieces and a buyer's guide for the new reality.

"We had the templates ready," she told me. "We just needed to fill in the blanks."

That’s not clairvoyance.
That’s a system.

Quick question: Does your content plan account for major market disruptions? Reply yes/no, genuinely curious.

✌️ Tim "Playing 4D Content Chess" Hanson
CMO @Penfriend.ai

P.S. I’m not one to add more fuel to the fire. We all have a job to do. Chilling today. Have a great weekend.

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