3-2-1 content strategy

By Kane K. · LinkedIn

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Summary

The speaker explains a simple 60-day content plan for business owners called the 3-2-1 content strategy. It uses three topic buckets, data-based iteration every two weeks, and a dashboard to automatically refine what you post.

Core ideas

One context card plus 9 ideas

3-2-1 content structure: Use three main content buckets and produce two videos per week from each bucket, plus one extra video that is either a triple-down on a winner or a random test.
Broad vs narrow positioning: In each set of three buckets, one bucket should target a broad, more viral audience, while the other two are tightly aimed at specific pain points of your core customer.
Example for experts: An oral surgeon might use celebrity veneer breakdowns as the broad bucket, with the two narrow buckets focused on specific demographic questions and geriatric dental conditions.
Trust and authority: All three buckets, even the viral-style one, should still showcase your expertise so you keep building authority along with reach.
Weekly cadence: The framework creates a repeatable batch of seven videos per week that you can run over a 60-day window.
Biweekly performance review: Every two weeks you look at performance data, identify any underperforming bucket, and cut it if it is lagging.
Bucket replacement process: When you cut an underperforming bucket, you promote a new bucket idea from your prior random test videos that showed promise.
Compound based on data: This approach lets you compound what the data shows is working while keeping flexibility to explore new topics and angles.
Dashboard support: A dashboard can run weekly analysis on your latest videos and auto-adjust topic buckets, helping you optimize your content strategy faster.

Quotes

“Here's how to plan your next 60 days of content as a business owner.”
Kane K.

“This is called the 3-2-1 content strategy, and it's designed to both grow your followers and drive tons of leads and sales.”
Kane K.

“The celebrity breakdowns are meant to go more viral, but still infuse your expertise.”
Kane K.

“The other two are specifically chosen to map exactly to pain points or outcomes that your core customer has.”
Kane K.

“This framework creates a batch of seven weekly videos that you can run.”
Kane K.

“This is the easiest way to build a content strategy that allows you to compound what the data shows, but still have flexibility to grow big and deep.”
Kane K.

Resources

Links to the tools, products, repos or reading this entry mentions. Found by a web search of what the entry names, so you can go and use them.

3-2-1 content strategy
makethebreak.co
Simple posting framework that structures weekly content into 3 main buckets for reach, trust and sales.
Bliss Drive 3-2-1 content strategy
blissdrive.com
Agency playbook describing the 3-2-1 content strategy as a plan to balance authority, engagement and promotion.
UnltdFix 3-2-1 content strategy
unltdfix.com
Article that uses a 3-2-1 content strategy as the engine inside a 60-day lead generation plan.

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