Your Content Needs a Strategy, Not Just a Strong Serve
Everyone loves the highlight reel aka the aesthetic grid, the viral Reel, the witty caption. But behind every winning feed is a serious game plan. And no, I’m not just talking about “posting more.”
Even the best athletes don’t win on raw talent alone. They have coaches, playbooks, drills, and strategy. Same goes for content. Here’s how I set my clients up to win the game (before we even touch a caption).
THE WARM-UP: clarify your purpose
Every good match starts with a warm-up. You don’t skip straight to match point, and you shouldn’t skip strategy.
We start by asking: Why are you even here?
Brand awareness? Conversions? Education? Community?
Your content should have a job, and we define that first.
FIRST SERVE: set your goals
This is where we draw the court lines.
What's a win for you?
Is it more inquiries? Higher engagement? More profile visits?
We define success before the first swing — with metrics that actually matter.
REVIEW THE REPLAY: aka current metrics
Just like reviewing old matches, I look at where you've been.
What content served?
What flopped?
Where’s your audience already engaging?
We use this data to identify strengths and gaps before stepping back on the court.
KNOW YOUR AUDIENCE
You don’t walk into a match without knowing your opponent’s strengths, weaknesses, and play style.
Same for social. We define your ideal audience’s:
Age
Interests
Pain points
Where they hang out online
This is how we craft content they can’t help but engage with.
COMPETITOR SCOUTING
Before we build your own game plan, we check out who else is on the court.
We audit local competitors and national players in your niche to find the white space — the gap your brand can own.
FIND YOUR VOICE: define tone + style
Are you the calm pro who lets results speak? The cool girl next door? The expert with edge?
We define your brand voice and tone, because on social, personality wins the crowd.
THE UNIFORM aka visual moodboard
Think of this like your brand uniform: the colors, fonts, layout, and aesthetic that make your content recognizable at a glance.
Because being cohesive and on-brand is your advantage in a feed full of chaos.
THE GAME PLAN
Every athlete has a set of go-to plays. These are yours.
I help you map 3–5 core content pillars based on your goals and audience:
Educational
Promotional
Inspirational
Behind-the-scenes
Community-driven
So you're never wondering “what should I post?”
THE MATCH SCHEDULE aka the content calendar
You don’t need to be on the court every day, but you do need to show up consistently.
Whether that’s 3x/week or daily Reels, we set a frequency that works for you and the algorithm.
Practice Round: preview the posts
Time to take the strategy for a test hit. We create sample posts (graphics, captions, layouts) so you can see exactly how your brand will show up on the feed. It’s a visual dress rehearsal that ensures everything aligns with your goals, aesthetic, tone, and messaging before we go live.
Because when the visuals match the strategy? That’s when the magic happens.
COURT CHECK: update the bio, links, highlights
Before game day, we tighten up your digital court.
That means:
Optimizing your bio
Updating links
Designing Highlights that actually convert
Reviewing pinned posts and grid aesthetics
First impressions matter, and this is your BIG entrance.
Reminder:
all this happens before posting a single. thing.
Most people start posting and THEN wonder why it’s not working.
But strategy always comes first. That’s what turns your feed from "meh" to magnetic.
Build Like a Pro, Not a Pick-Up Player
When I onboard a new client, we don’t guess.
We build.
It’s intentional. It’s backed by data. It’s tailored to your goals.
That’s how we create content that serves and scores.