The Challenge
The brand was experiencing several key issues:
- A critical visibility challenge with significantly lower reach than competitors
- Strong engagement metrics but limited audience growth
- Content that wasn’t breaking through despite high posting frequency
- Disconnected messaging across different brand touchpoints
Strategic Approach
I developed a holistic content strategy framework built around five interconnected components:
- Content Principles: Established seven guiding standards.
- Content Pillars: Created five strategic themes aligned with audience needs.
- Content Format Mix: Designed a balanced approach to content types.
- Channel Strategy: Developed tailored approaches.
- Reusability Framework: Implemented a three-tier content model.
Key Innovations
The strategy went far beyond typical social media planning to address the entire customer journey. Key innovations included:
- A modular content architecture that transformed single pieces of content into multiple assets across channels
- Integration of audience data to inform content development and distribution timing
- A clear distinction between brand territories and competitor positioning
- Format recommendations based on performance data rather than assumptions (e.g., prioritizing image carousels over video based on engagement metrics)
- Specific content approaches tied to each stage of the customer journey
Results & Impact
While implementation is ongoing, the content strategy framework has been enthusiastically adopted by the client and is expected to deliver significant improvements in content effectiveness, audience engagement, and ultimately business results.
The framework represents a significant shift in their approach to content, moving from a channel-specific focus to a truly integrated content ecosystem that supports customers throughout their journey.
This project exemplifies my approach to content strategy as an essential framework for all brand communications, not just social media.
