Everyone tells you to “be active online.” So you post a quick picture here, a short thought there, and cross your fingers. That’s not a plan—that’s just hoping for luck. And it’s exhausting!
A content strategy is simply a map. It’s figuring out who you are trying to help and why you are making the content, before you ever hit “post.”
I saw this problem with a client, [Client Name/Type, e.g., ‘A local gym’]. They were posting all the time, but the posts were random. We needed to stop the chaos and start being smart.
My goal was to give them a simple, three-step plan so every post actually led somewhere good.
- Find Your One Person
If you try to talk to “everyone,” your message gets lost. Think about the one customer you love working with the most. We are going to talk only to them.
- For the gym, we ignored: “All healthy adults.”
- We focused on: “Sarah, the busy mom who has 30 minutes to spare and feels embarrassed walking into a big gym.”
Once you know Sarah’s specific worries (time, feeling judged) and her hopes (feeling better, less stress), you know exactly what to talk about.
The Content: We stopped showing professional bodybuilders and started showing quick, 15-minute home workouts and simple, easy recipes. We were talking directly to Sarah.
- What Is the Goal of This Post?
Before you make anything, ask yourself: “What am I hoping the person does after reading this?”
If your answer is “Like it,” you need a better goal. Likes don’t pay bills.
- A good goal for the gym was: “Get 15 new members to try our 7-day trial this month.”
Now, we only made content that gently pushed people toward that trial. If a post didn’t help someone take the next small step toward signing up, we cut it. This saved us so much time.
- Make a Simple Schedule
Waking up and wondering what to post is the fastest way to quit. A simple calendar stops the panic.
We didn’t need a huge computer program; we just used a weekly rhythm:
- Monday: A quick 15-Minute Home Workout (Helps Sarah feel like she has time).
- Wednesday: A simple recipe or food tip (Keeps the wellness momentum going).
- Friday: A post called “Gym Fear Checklist” (Helps reduce the worry of coming in).
This created a reliable habit for the gym and a reliable experience for their audience.
The Result: Things Started Working
After just a few months of following this simple map: - The Audience Connected: Every post felt like a helpful note written just for them.
- The Gym Grew: They hit their goal, getting 16 new trial sign-ups in the first month the map was in place.
Planning your content doesn’t have to be complicated. It’s about clarity. Find your person, set your target, and stick to your simple schedule. That’s all there is to it. more information