📅 Roadmap

Roadmap is the programme’s owned-media engine: the planned-ahead stream of posts, blogs and newsletter items that keeps spokespeople visible between earned placements, amplifies earned coverage when it lands, and builds the audience the earned work converts.

Ten canonical themes give it variety without a blank page every time. They vary across the month, so no single theme dominates. News and Wins are lower-frequency, tied to real events. Nostalgia, Q&A and Take a Stand are the high-frequency workhorses.

Random acts of content, posting without themes or a plan, produce a scattergram no one remembers. Writing each piece from scratch wastes the idea. And content that ignores the earned work misses the amplification: a placed opinion article should become a post and a newsletter item.

Ten themes, three examples each, three formats each, gives ninety potential pieces. Every theme works as a post, around a third also work as blog posts, and all can feed a monthly newsletter.

It is the point where the whole method converges, and where strategy becomes a visible, dated, recurring output.