The Meeting Tree

Operations · 07

Weekly Workflow

Plan, brief, draft, check, approve, publish, learn — in that order, every week.

Workflow steps

  1. Plan
  2. Brief
  3. Draft
  4. Rights / fact check
  5. Founder review
  6. Approve
  7. Schedule
  8. Publish
  9. Monitor
  10. Report

Trend scan — not weekly

Run a trend scan every 4 to 6 weeks, not every week, as part of the Plan step. Classify each trend using the Durability Assessment in Template 7 before writing any brief. Log resulting content ideas as dated entries in the Content Calendar using the standard content brief fields below, including publish date and review date. Do not add trend findings to this site — this site holds the durability methodology only, not dated trend content.

Content brief fields

  • Content title
  • Primary topic cluster
  • Primary editorial lens
  • Specific audience
  • Buyer-journey stage
  • Search phrase or audience question
  • Format
  • Principal job
  • Business goal
  • Key message
  • Evidence or proof
  • Visual asset required
  • CTA
  • Distribution channels
  • Success metric
  • Owner
  • Status
  • Publish date
  • Review date

Rule

No content should enter production without a selected topic cluster, editorial lens, audience, principal job, CTA, and success metric.

Before publishing

  • Is this connected to one primary topic cluster?
  • Is there one primary editorial lens?
  • Is there one clearly defined audience?
  • Does it have one principal job?
  • Does it support one business goal?
  • Is the cultural language respectful and specific?
  • Is the claim supported by evidence, a real experience, or a credited source?
  • Does the visual asset feel real, warm, and coherent?
  • Is the hook clear within the first seconds or first slide?
  • Is the CTA credible and proportionate?
  • Does the copy avoid prohibited language?
  • Is the content useful enough to save, share, reply to, or act on?
  • Is the success metric defined?
  • If this content is trend-responsive, has its durability tier been assessed, and does the format match the tier?

Red flag

Do not use AI-generated people, places, cultural ceremonies, or documentary-style scenes as if they were real. Prefer original photography, licensed photography, partner imagery, guest content with permission, real video, original textures, and editorial design.

Distribution and repurposing

  • A destination essay becomes a Reel voiceover.
  • Key facts become a carousel.
  • A question becomes a Story poll.
  • A route becomes a Pinterest pin.
  • Practical details become an FAQ.
  • The emotional line becomes a static editorial post.

Rule

Preserve the strategic message and brand meaning, but adapt the hook, length, format, CTA, and visual treatment to each platform.

Weekly checklist

  • Check calendar and approval status.
  • Confirm asset rights.
  • Draft next week's content.
  • Batch founder questions.
  • Publish and monitor.
  • Log high-intent DMs.
  • Record audience questions and objections.
  • Update learning.

Tools

ToolUse
Google SheetsCalendar, briefs, Asset Register, DM Lead Log, reporting, Decision Register.
Google DriveAssets, drafts, approvals, licences, captions, final files.
Instagram / approved schedulerPublishing.

Working files

Google Sheets · Content calendar

Calendar and briefs.

Link supplied by founder

Google Sheets · DM Lead Log

High-intent DM logging.

Link supplied by founder

Google Sheets · Asset Register

Source, licence, rights, and sensitive-context review.

Link supplied by founder

Google Sheets · Reporting sheet

Weekly reporting and learning log.

Link supplied by founder