Content Strategy

What to say, who to say it to, and how it all fits together.

What it is

A full content strategy that gives your team direction, alignment, and a plan they can actually use. I map your business goals to your audience's real needs, define your core creative positioning, and design the framework that guides every piece of content you create — across themes, channels, formats, and cycles.

Depending on your needs, you get a strategic document with what to say to whom, when, where, and how.

But more importantly, you get clarity: your team finally knows what to say, who they're saying it to, and how it all connects. No theoretical fluff — practical strategy that connects what you're trying to achieve with what your audience actually cares about.

Content

/kənˈtɛnt/
Noun

  • The things that are held or included in something.

  • The material dealt with in a speech, literary work, etc. as distinct from its form or style.

  • Information made available by a website or other electronic medium.

Strategy

/ˈstratɪdʒi/
Noun

  • A plan of action designed to achieve a long-term or overall aim.

“The strategic use of content to achieve objectives and goals”

My Process

When I get to know you a bit better, I’ll completely tailor the process to your needs.

Phase 1: Discovery & Insight

I start by understanding your business goals, audience, and market position. What are you trying to achieve? Who are you trying to reach? What do they actually need to hear? This phase surfaces the gaps, opportunities, and strategic choices that will shape everything else.

Phase 2: Strategy Development

I map your goals to your audience's real needs — because that's how you create content that actually moves people. Then I define your core creative positioning: what you stand for, what story you're telling, and how you're different. From there, I build out your content pillars — the 3-5 core topics everything ladders up to.

Phase 3: Execution Framework

I map your strategy to execution: which content goes where in the customer journey, how platforms work together, what formats fit each pillar, and how you'll measure whether it's working. The result is a framework your team can actually use.

Phase 4: Delivery & Handoff

You get the full strategy, a walkthrough with your team, and clarity on next steps — whether that's me helping you execute, your team running with it, or a mix of both.

Throughout all of this, we'll have regular check-ins and working sessions — I don't disappear for six weeks and emerge with a deck that will just end up on a shelf somewhere.

Why it matters

Most teams produce content without a strategy holding it together. The problem shows up in different ways: content doesn't connect to business objectives, or it's treated as "nice to have" work someone does on the side. Teams don't actually know who their audience is or what they need to hear. Everyone has opinions but no one agrees on what to say or why. Content looks professional but doesn't perform because it's not designed to move anything forward. Tone of voice shifts across channels. AI cranks up volume while engagement tanks. There's a great creative concept but no clue how to execute it.

A content strategy fixes that. It connects content to business goals, defines your audience and what they actually care about, and gives you a clear positioning and direction so your team stops debating and starts producing. And in the age of AI, strategy matters more than ever — because AI is brilliant at execution but terrible at knowing what to say. A strong strategy is what turns AI from a volume machine into a genuinely useful tool.

Types of Content Strategy

"Content" is an incredibly broad concept — which is one of the reasons I love it so much. It's also why I have experience across multiple types of strategies.

Depending on where you are and what you need, I work on:

  • The overarching plan for all content — what to say, how to organize it, how it connects to goals, how it maps to the customer journey.

  • Content strategy specifically for marketing purposes — using content to bring the brand to life, generate awareness, drive consideration, and support conversion. Typically covers paid and organic together in an always-on model.

  • The overarching framework for how you communicate, whether that's as an organisation as a whole, or for a specific campaign — defining messaging priorities, key narratives, stakeholder communication, and the principles that guide everything from corporate comms to brand campaigns. This is the strategic layer that ensures consistency across all communication touchpoints.

  • Building on an overarching creative concept and translating it into a content framework for a specific campaign. This covers messaging across channels, formats, and funnel stages — making sure the big idea actually becomes executable content.

  • Platform-specific strategy for building brand presence, driving engagement, and creating community on social channels. This covers content pillars, posting cadence, tone of voice, and how paid and organic work together to achieve your social goals.

  • Content tied to specific products, services, or lifestyle — whether that's editorial content on a blog, product messaging across touchpoints, or content that lives within the product itself.

  • Every project is different, and the strategy adapts to what you're actually trying to achieve.