CONTENT CALENDAR · AAARRR
Six pirate-metric stages, three topic pillars: confusion → paralysis → control. Every angle teaches the gap between what your dashboards report and what actually drove the sale.
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MATRIX · AAARRR (FILLED)
Every stage is a content job, not just a metric: who it is for, what the video must do, the channels, the Causality Engine screen to show, CTA strength, and the KPIs.
| Stage | Pillar | Audience | Content job | Channels | CE screen | CTA | KPIs |
|---|---|---|---|---|---|---|---|
| 01Awareness | P1 · Confusion | Cold, skeptical operators who distrust their dashboards but cannot name the cause. Scrolling YouTube and LinkedIn, not searching for a tool yet. | Give the problem a name. Make them feel the reconciliation pain without pitching. | Content / SEOVideoSocial / CommunityPR / Influence | Attribution Mismatch / Attribution Debunk (the 9.5% gap) | Soft | Watch-time and retention, new unique viewers, branded-search lift |
| 02Acquisition | P1 · Confusion | Problem-aware operators comparing Triple Whale / Northbeam / GA4, actively feeling the pain. Ready for a lead magnet. | Explain the mechanics of the mismatch (double-counting, view-through, iOS, Consent Mode). Earn the email. | Content / SEOVideoSocial / CommunityPR / InfluencePaid SearchPaid Social / ABM | Attribution Comparison (traditional vs causal bars) | Soft to Medium | Email signups, lead-magnet downloads, demo-page visits |
| 03Activation | P3 · Control | Operators willing to upload a GA4 paths CSV and see their own gap for the first time. The aha-moment audience. | Deliver first value: their real attribution, on their own data. The product's core promise. | Email / LifecycleProduct-ledPaid SearchPaid Social / ABMVideoEvents / Webinars | Attribution Mismatch by Channel (live CSV), Hidden Value Captured (€360.6k) | Hard | CSV uploads to first report, activation rate, time-to-first-insight |
| 04Retention | P2 · Paralysis | Active users running weekly causal checks, deciding allocation. Need a repeatable ritual, not a one-off report. | Answer "where do I invest next?" every week. Make the model a habit. | Email / LifecycleEvents / WebinarsVideoSocial / CommunityProduct-led | What-If Simulator (scenario sliders), Budget Action (move €2.1k, +€29.5k, 67% confidence) | Medium | Weekly active accounts, scenarios saved / re-runs, W4 / W8 retention |
| 05Referral | P3 · Control | Operators who found their gap and talk to peers in DTC communities and Slack groups. Natural evangelists. | Give them a number worth sharing (their Hidden Value Captured) and a format to share it. | Social / CommunityReviews / AdvocacyEmail / LifecycleVideo | Hidden Value Captured, Attribution Mismatch (personal teardown) | Soft | Shares / referrals, UGC teardowns, NPS |
| 06Revenue | P3 · Control | Operators ready to own their causal model instead of trusting vendor black boxes. Demo-ready, objection-stage. | Handle objections, prove ROI, convert to demo. | Email / LifecycleEvents / WebinarsPaid SearchReviews / AdvocacyProduct-led | Narrative view (truth to action to result), full walkthrough | Hard (Book a Demo) | Demos booked, trial to paid, MRR, CAC payback |
FRAMEWORK · PESO MODEL
Every go-to-market motion behind Causality Engine, grouped by the media type that carries it, mapped for a B2B SaaS MarTech playbook. The four circles overlap; most demand programs live where they meet.
MATRIX · PESO × AAARRR
Which media types carry each stage. Paid ramps in from Acquisition, Owned runs end to end, Earned front-loads Awareness then returns as advocacy, Shared powers the middle through Referral.
PRIORITIZATION · RICE
RICE = (Reach x Impact x Confidence) / Effort. Planning estimates to rank the growth bets behind the series; tune the inputs to your own numbers. Impact is scored 0.25 (minimal) to 3 (massive); effort in person-months.
| # | Initiative | Reach /qtr | Impact | Confidence | Effort | RICE |
|---|---|---|---|---|---|---|
| 1 | Shorts / vertical repurposing | 80k | 1.0 | 70% | 1.0 pm | 56.0 |
| 2 | SEO articles from scripts | 30k | 2.0 | 60% | 2.0 pm | 18.0 |
| 3 | YouTube long-form series | 40k | 3.0 | 80% | 6.0 pm | 16.0 |
| 4 | Email newsletter | 8k | 2.0 | 80% | 1.0 pm | 12.8 |
| 5 | LinkedIn organic (operator posts) | 25k | 1.0 | 70% | 1.5 pm | 11.7 |
| 6 | Paid amplification (retarget + ABM) | 20k | 2.0 | 50% | 2.0 pm | 10.0 |
| 7 | Interactive attribution-gap calculator | 12k | 3.0 | 60% | 3.0 pm | 7.2 |
| 8 | G2 / Capterra reviews drive | 6k | 2.0 | 60% | 1.0 pm | 7.2 |
| 9 | Webinars / live teardowns | 4k | 3.0 | 70% | 2.0 pm | 4.2 |
| 10 | PR / podcast tour | 15k | 1.0 | 40% | 2.0 pm | 3.0 |
STRATEGY · PROBLEM x JOBS TO BE DONE
The operator pain, the job they are hiring us for (functional and emotional), and what we ship against it.
| Problem | Functional job | Emotional job | Pillar | What we ship |
|---|---|---|---|---|
| My dashboards never agree. | Get one number I trust for what actually drove the sale. | Stop feeling lied to by my own tools. | P1 | Attribution-debt explainers + the Attribution Mismatch screen. |
| Every platform claims the same conversion. | Reconcile platform-reported revenue against the bank. | Feel in control of the report, not gaslit. | P1 | Double-counting, view-through and iOS videos + Comparison screen. |
| I do not know where the next euro should go. | Decide allocation with a confidence number attached. | Act without second-guessing every week. | P2 | The What-If Simulator + the incrementality series. |
| My high-ROAS channels might be fooling me. | Separate reported ROAS from real incremental lift. | Trust my own cuts and scale-ups. | P2 | Marginal vs blended ROAS + holdout videos. |
| I rent my truth from vendor black boxes. | Own an auditable causal model on my own data. | Feel ownership, not dependence. | P3 | Upload-your-GA4-CSV walkthrough + Hidden Value. |
| I cannot prove the gap to my team or CFO. | Show profit contribution that survives scrutiny. | Look credible to leadership. | P3 | The CFO-numbers video, case studies and the demo. |
READINESS · DEPENDENCIES
What needs to be in place to ship the series. Ticks save in your browser.