Content Strategy and Planning

Creating Structured, Searchable, and Strategic Content Ecosystems

Content strategy is where creativity meets structure, and it’s where I bring the most impact. With a background in journalism, digital communications, and hands-on marketing roles, I design and execute end-to-end content strategies that align business objectives with real audience needs.

I don’t just create content, I plan, sequence, optimise, and connect it across platforms to make sure it resonates, performs, and contributes to measurable outcomes like engagement, leads, and brand awareness.

Content Strategy Development

At the heart of my content work is building strong strategic foundations: defining clear goals, understanding audience personas, and aligning messaging with brand voice. I use strategic frameworks like content pillars, customer journey mapping, and topic clusters to give structure to ideas and consistency to messaging.

My content strategies always start with research: market, audience, and performance. I map how content will support broader campaigns, product launches, or brand positioning efforts. For example, while working with a coaching company, I developed a strategy focused on thought leadership, using blog posts, social media, and case studies to position the brand as an expert in its field. The content directly supported lead generation by addressing industry challenges and offering practical solutions.

I also ensure content is adaptable and scalable, from long-form evergreen resources to snackable social posts, with every piece serving a role in the wider strategy.

Multi-Platform Content Execution

Strategy means little without execution, and I’ve developed content for blogs, social media, email, ebooks, and video, always tailoring it to the platform and audience. I adapt tone, structure, and formatting depending on the channel, with a focus on clarity and impact.

- Blog Content

I regularly produce SEO-optimised, research-driven blog articles that address audience pain points and search intent. These articles are structured for readability, with strong intros, clear CTAs, and internal linking that supports user flow.

- Social Media

I’ve created channel-specific social content for Instagram, Facebook, LinkedIn, TikTok, and X, designing campaigns that balance brand storytelling with user engagement. One example includes a entrepreneur social media campaign across all the platforms where I planned a series of daily posts, insights, and videos, increasing engagement by 8% in four months.

On LinkedIn, I’ve used longer-form, educational content to reach B2B audiences and decision-makers.

- Video and Visual Content

I’ve also planned and scripted short-form videos and Reels, aligning them with campaign themes and brand tone. This adds a dynamic layer to the content strategy and connects with mobile-first, visual learners, often boosting reach and shareability.

- Infographics

I design infographics to simplify complex ideas or showcase data visually, using Canva for a clean, brand-aligned look. These are particularly effective for LinkedIn posts, blog inserts, and email content. Infographics often boost engagement and are highly shareable when explaining processes or highlighting industry stats.

- eBooks and Lead Magnets

I write long-form eBooks and downloadable guides that support lead generation and brand authority. These assets are ideal for email nurturing, blog CTAs, or LinkedIn ads. For example, I wrote an eBook for Jobago on supporting employees through tech transitions, used as a gated resource in their content funnel.

Editorial Calendars and Content Planning

Planning is key to consistency, especially when working across multiple platforms. I’ve created editorial calendars that map out months of content across blog, email, and social, ensuring alignment with campaign goals, product launches, and seasonal topics.

I use tools like Excel or Monday.com to manage calendars, collaborate across teams, and maintain posting discipline. These calendars don’t just schedule, they align creative, messaging, and business goals in one cohesive timeline.

For example, in one role, I built a calendar integrating blog posts, email campaigns, and Instagram content around a future event, coordinating messaging to support lead capture and product education over four months.

SEO-Driven and Data-Backed Content Strategy

SEO is a foundational layer of all my content planning. I conduct keyword research, analyse competitors, and use SEO tools (like GSC and Semrush) to ensure content is discoverable and aligned with how real users search.

Every strategy I create includes on-page SEO best practices, content refresh cycles, and internal linking structures. But I go beyond just traffic, I also track how content performs across channels, using Google Analytics, CRM dashboards, and social insights to refine the approach.

Metrics I monitor include:

Organic traffic and search visibility
Blog engagement (scroll depth, time on page, bounce rate)
Email OR/CTR for content distribution
Social engagement and shareability
Conversion or lead magnet downloads linked to blog posts or CTAs

This data-driven mindset ensures that strategy is not static, I iterate continuously to double down on what works.

Business-Aligned, Results-Oriented Mindset

Every strategy I design connects back to business outcomes, whether it's increased brand visibility, inbound leads, audience education, or customer retention. I don’t just create content calendars, I build content ecosystems that move audiences forward in their journey.

I treat every piece of content as a part of a larger story and a contributor to long-term brand equity.