Building content plans with strong strategic foundations
As a social media strategist, I build integrated, multi-platform strategic content plans that are shaped by a brand’s story, and refined to fit the preferences and interests of the target audience.
Sample strategic framework
I created this collaborative document to guide a social media team of 12 people and streamline our content creation process.
This framework gives the team the ability to quickly identify the social platform, the strategic messaging theme, the content theme, and the primary visual asset.
Taking an integrated approach to social media content strategy
I seek out opportunities for social content to integrate with – and support – a brand’s annual communications plan. The resources companies invest in annual plans for specific marketing channels can then be adapted into bite-sized pieces of social content. This allows brands to deliver key messages to their target audiences across multiple platforms, in engaging and relevant ways.
What was once an email is now also a TikTok
The University of Kansas’s content marketing plan includes an email series aimed at prospective students. I analyzed the content and saw the opportunity to turn singular emails into multi-part TikTok series.
This strategy allowed the university to deliver key messages to prospective students in two ways: in their email inbox and on their For You Page.
Identifying the intersection of “on-brand” and “on-trend”
Culturally relevant real-time editorial content serves brands by increasing brand awareness, driving high levels of engagement, and building affinity with key audiences. It’s one thing to be able to identify trends, it’s another to be able to take those trends and adapt them to create on-brand social media content. I scan the internet daily looking for these opportunities, and I implement processes that allow for collaboration and creative freedom, while also ensuring a same-day (or next-day) publishing date.
KU’s only social tradition: Spotify Wrapped.
The University of Kansas is known for its legendary traditions: the Rock Chalk Chant, walking the Hill at Commencement, and waving the wheat in the student section of Allen Fieldhouse. But in 2019, a new tradition was born — one that lives exclusively on social.
We decided to jump into the Spotify Wrapped conversation by fabricating an annual recap of what the university would have listened to. This content is riddled with puns that only a Jayhawk could love and is made to look and feel like a real Spotify export. In our third year of publishing, our followers declared that KU’s Spotify Wrapped recap was the university’s newest tradition.