Good content starts with understanding the people it needs to reach and the business goal it needs to serve. My approach brings research, creative direction, and measurement together, with the customer at the center of every decision.
Start with evidence. I look at traffic, referral sources, and scroll depth to find what already resonates. Conversations with subject matter experts and sales teams, along with customer case studies, reveal the questions and frustrations behind the data. I work with my team to review competitors’ blogs, social channels, and search performance, and use audience research tools like SparkToro to understand where people spend their time, from Reddit to podcasts and YouTube.
Give the strategy a clear focus. I use that research, with AI as a collaborator in developing frameworks, to identify gaps competitors have overlooked. From there, I build three or four content pillars tied to business goals and map them to the customer journey, from recognizing a problem to making the case for a purchase.
Turn the plan into useful work. Each pillar gets a purpose, themes, tone, and measures of success, followed by specific asset recommendations and a launch schedule. The mix changes with the industry: education audiences may need practical how-to guidance, while retail audiences may respond to thought leadership. I plan how articles, social, email, PR, and video work together, including when each reaches the audience.
Measure, learn, and adjust. I review performance at 30, 60, and 90 days, using what I learn to refine the next launch. The strategy stays grounded in customer needs while evolving with the evidence.