# Content Calendar — RateRight Launch
**Maintained by:** Herald | **Last updated:** 2026-03-02
**Status:** Pre-launch. Nothing published yet. All content awaiting Michael's approval via Weekly Content Drop.

> **📡 NEW (2026-02-26):** Self-audit update. Added Feb 24-25 outputs. Google Sheets posting tracker live.
> 50+ content pieces ready. Susan has 7 Tier 1 leads — outreach copy needs brand voice review.

> **📡 (2026-02-23):** Full post-launch comms strategy drafted — Weeks 1-4 LinkedIn calendar,
> 12-lead follow-up sequences, hostel outreach sequences, first-hire success story templates.
> See `post-launch-comms-strategy.md` for the integrated plan.

> **⚡ STRATEGY CHANGE (2026-02-20):** National launch, not Sydney-first. All launch content
> updated to Australia-wide framing. Sydney-only versions superseded but retained as reference.

---

## Content Inventory

| # | Piece | Platform | File | Status | Tier |
|---|-------|----------|------|--------|------|
| 1 | The Receipt (maths breakdown) | LinkedIn | `linkedin-post-01-the-receipt.md` | ✅ Edited, ready | 🟢 Green |
| 2 | RateRight: $50. Once. | LinkedIn | `linkedin-post-07-rateright-intro.md` | ✅ Edited, ready | 🟢 Green |
| 3 | Built by a Tradie (founder story) | LinkedIn | `linkedin-post-08-founder-story.md` | ✅ Drafted | 🟡 Yellow |
| 4 | Early Access CTA | LinkedIn | `linkedin-post-09-early-access.md` | ✅ Drafted | 🟢 Green |
| 5 | TikTok Script (Michael reads receipt) | TikTok/Reels | `tiktok-ask-for-michael.md` | ✅ Script ready | 🟡 Yellow |
| 6 | Receipt Graphic | Asset | `asset-spec-receipt-graphic.md` | ⏳ Spec done, awaiting Builder | — |
| 7 | **LAUNCH: LinkedIn announcement (NATIONAL)** | LinkedIn | `launch-linkedin-national.md` | ✅ Drafted | 🟢 Green |
| 7b | ~~LAUNCH: LinkedIn (Sydney-only)~~ | LinkedIn | `launch-linkedin-now-live-sydney.md` | ⛔ Superseded | — |
| 8 | **LAUNCH: Email to prospects (NATIONAL)** | Email | `launch-email-prospects-national.md` | ✅ Drafted | 🟢 Green |
| 8b | ~~LAUNCH: Email (Sydney-only)~~ | Email | `launch-email-prospects.md` | ⛔ Superseded | — |
| 9 | **LAUNCH: Twitter/X thread (NATIONAL)** | Twitter/X | `launch-twitter-thread-national.md` | ✅ Drafted | 🟢 Green |
| 9b | ~~LAUNCH: Twitter (Sydney-only)~~ | Twitter/X | `launch-twitter-thread.md` | ⛔ Superseded | — |
| 10 | **LAUNCH: Day timeline** | Internal | `launch-day-timeline.md` | ✅ Drafted | — |
| 11 | **NSW Compliance Unit** (timely) | LinkedIn | `linkedin-post-10-compliance-unit.md` | ✅ Drafted | 🟡 Yellow |
| 12 | **We Don't Fire Workers. We Grow Them.** (ratings pillar) | LinkedIn | `linkedin-post-11-we-grow-workers.md` | ✅ Drafted | 🟡 Yellow |
| 13 | **Newcastle Launch** (builder-side) | LinkedIn | `multi-city-content-variants.md#newcastle-launch` | ✅ Drafted | 🟡 Yellow |
| 14 | **Melbourne Launch** (builder-side) | LinkedIn | `multi-city-content-variants.md#melbourne-launch` | ✅ Drafted | 🟡 Yellow |
| 15 | **Newcastle Workers** (worker-side) | LinkedIn/IG | `multi-city-content-variants.md#newcastle-worker` | ✅ Drafted | 🟡 Yellow |
| 16 | **Melbourne Workers** (worker-side) | LinkedIn/IG | `multi-city-content-variants.md#melbourne-worker` | ✅ Drafted | 🟡 Yellow |
| 17 | **Hostel cover letter** (direct mail) | Print | `hostel-cover-letter-direct-mail.md` | ✅ Drafted | 🟢 Green |
| 18 | **Instagram worker acquisition** | Instagram | `instagram-worker-acquisition-drafts.md` | ✅ Drafted | 🟡 Yellow |
| 19 | **Support email templates** | Email | `support-email-templates.md` | ✅ Drafted | 🟢 Green |
| 20 | **Support FAQ (workers + contractors)** | Web/Email | `support-faq-workers-contractors.md` | ✅ Drafted | 🟢 Green |
| 21 | **Onboarding email — workers** | Email | `onboarding-email-sequence-workers.md` | ✅ Drafted | 🟢 Green |
| 22 | **Onboarding email — contractors** | Email | `onboarding-email-sequence-contractors.md` | ✅ Drafted | 🟢 Green |
| 23 | **Video walkthrough scripts** | Video | `video-walkthrough-scripts.md` | ✅ Drafted | 🟡 Yellow |
| 24 | **Expanded post-launch FAQ** | Web | `faq-post-launch-expanded.md` | ✅ Drafted | 🟢 Green |
| 25 | **Google Sheets posting tracker** | Internal | [Google Sheet](https://docs.google.com/spreadsheets/d/1vtOo75jXXtRMzX3tMEIA-M3_jj7M9uFyWJOERlJTn3s/edit) | ✅ Live | — |
| 26 | **AI Can't Pour Concrete** (AI layoffs vs construction) | LinkedIn | `linkedin-post-16-ai-cant-pour-concrete.md` | ✅ Drafted | 🟢 Green |
| 27 | **Sponsorship Angle** (visa workers, direct hire → sponsorship) | Instagram | `instagram-post-06-sponsorship-angle.md` | ✅ Drafted | 🟢 Green |
| 28 | **The Career Changers** (IT→construction, mature-age apprentices) | LinkedIn | `linkedin-post-17-career-changers.md` | ✅ Drafted | 🟢 Green |

## Assets Needed

| Asset | Owner | Status | Blocks |
|-------|-------|--------|--------|
| Receipt graphic (🧾) | Builder | ⏳ Spec sent | Posts 1, 2, 4 (visual attachment) |
| Michael site photo | Michael | ❌ Not requested | Post 3 (optional, strengthens founder story) |
| LinkedIn account access | Michael | ❌ No access | All publishing |

---

## Suggested Publishing Sequence

Publishing order matters. The Receipt Campaign builds — problem first, then founder credibility, then solution, then CTA.

### ⚡ NATIONAL LAUNCH — Accelerated Sequence

Given launch is days away, recommend compressing the sequence. The Receipt Campaign build still works — but the launch announcement may need to come sooner.

**Option A: Launch announcement FIRST (if launch is imminent)**

| Day | Post | Why |
|-----|------|-----|
| Launch day | **Post 07 — NATIONAL Launch Announcement** | "RateRight is live. All of Australia." Pin to profile. |
| Launch day | **Twitter Thread (NATIONAL)** | 7-tweet story, posted alongside LinkedIn |
| Launch day | **Prospect Email (NATIONAL)** | Susan's pipeline — "writing to you first" |
| Day 3 | **Post 01 — The Receipt** | Problem awareness. Now people who saw the launch can see the maths. |
| Day 5 | **Post 03 — Built by a Tradie** | Founder credibility. |
| Week 2 | City-specific posts (Melbourne, Newcastle, Brisbane) | Targeted local content. Hostel flyer push aligns. |
| Week 2 | **Post 02 — $50. Once.** | Detailed explanation for people considering. |
| Week 3 | **Post 04 — Early Access CTA** | Conversion push. |

**Option B: Build first, then launch (if we have 1-2 weeks)**

| Week | Post | Why |
|------|------|-----|
| Week 1 Tue | **Post 01 — The Receipt** | Problem awareness first. |
| Week 1 Thu | *(breathe)* | |
| Week 2 Tue | **Post 03 — Built by a Tradie** | Credibility. |
| Week 2 Thu–Sat | **NATIONAL Launch Announcement** | Now they know the problem AND the person. Launch lands harder. |
| Week 3 | City-specific posts + conversion | |

**Michael decides:** Given "days away, not weeks" — Option A is likely.

---

## Posting Guidelines

- **Best times:** Tuesday–Thursday, 7–8 AM or 12–1 PM AEST
- **LinkedIn:** Engage comments for first 60 minutes after posting (algorithm boost)
- **Hashtags:** 5 per post max. Construction-specific, not generic business tags
- **Images:** Receipt graphic on Posts 01, 02, 04. No image on Post 03 (text IS the content)
- **Frequency:** Max 2 posts/week. Quality over volume. Better to post nothing than post filler.

---

## Content Gaps (Future)

| Priority | Piece | Platform | Notes |
|----------|-------|----------|-------|
| 🟡 | Worker-focused post ("Keep 100%") | LinkedIn/Facebook | Flip the audience — speak directly to workers, not contractors |
| 🟡 | Competitor comparison (no names) | LinkedIn | "Credits vs $50 flat" — Hipages dig without naming them |
| 🟡 | Housing crisis angle | LinkedIn | 75% Sydney apartment approvals stalled (Radar intel) — tie to labour shortage |
| ~~🟡~~ | ~~AI layoffs vs construction~~ | ~~LinkedIn~~ | ✅ Done → Post #26 `linkedin-post-16-ai-cant-pour-concrete.md` |
| 🟡 | Earnings week commentary | LinkedIn | HiPages Feb 24 / Airtasker Feb 26 — react to their numbers |
| 🟡 | Email welcome sequence | Email | For early access signups. 3-email drip. |
| 🟢 | Facebook adaptations | Facebook | Adapt LinkedIn posts for Facebook format/audience |
| 🟢 | Ecosystem teaser ("One operating system") | LinkedIn | Hint at OpsMan + Growth Engine. Not yet — RateRight first. |
| ⬜ | Case study (first completed hire) | LinkedIn/Blog | Needs real data. Post-launch. |
| ⬜ | Media pitch / press release | Media | Founder story angle. When Rivet says we're ready. |

---

## Approval Process

```
Herald drafts → content-ready/ → Weekly Content Drop (Sunday 7 PM Telegram)
→ Michael reviews (tiered: 🟢 glance / 🟡 quick read / 🔴 full review)
→ Approved → Schedule for publishing
→ No response by Wednesday → follow up
→ No response by Friday → roll to next week
```

Nothing goes external without Michael's "go."