Define your content trigger map
60-75 min
60-75 min
Create an Airtable trigger table with one record per topic your company may comment on, including industry shifts, customer problems, competitor moves, regulatory changes, technology releases, funding, hiring trends, and analyst research. Add fields for target buyer, approved topic lane, why the company has permission to comment, connected product or POV theme, geographic scope, source types, risk level, urgency window, and default content owner. Define explicit exclusions such as customer incidents, unverified rumors, politically sensitive events, legal disputes, tragedies, or topics where the company has no credible expertise. Add a relevance score that separates buyer impact from product proximity so the system does not force every external event into a product pitch. Create two or three example news items for every approved lane and document what a strong, weak, and rejected angle looks like. Ask the content, product marketing, communications, and legal owners to review the lanes and risk rules before any alerts are automated. Save the approved trigger-map version, reviewers, and effective date so future changes to allowed topics remain auditable.
An approved and versioned content trigger map with relevance, credibility, risk, urgency, ownership, and exclusion rules.
Score buyer impact and product relevance separately. High buyer impact can justify a useful point of view even when there is no product tie, while high product relevance alone often creates opportunistic content.