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Content Strategy
Deciding what to publish, where, and in what order. Editorial calendars, positioning and messaging, tied to what the business actually needs.

Content Strategy

Deciding what to publish, where, and in what order. Editorial calendars, positioning and messaging, tied to what the business actually needs.
A planning board covered in handwritten entries and sticky notes, representing editorial planning and content strategy.
Challenge

Output is not a strategy

Most content plans are a list of things to publish. That's a schedule, not a strategy. A strategy says what each channel is for, who it's talking to, and what has to be true for any of it to work.

At Ammbr the subject was blockchain mesh networking layered on TV white space spectrum, in 2017, for an audience split between crypto enthusiasts, telecoms engineers and investors. At Trescudo it was the NIST Cybersecurity Framework, for business owners who needed to act on it rather than study it. At Miraculous Equation it's AI change management, sold to enterprise buyers who have been promised transformation before.

Different subjects. Same job.
A printed performance report with charts on a laptop, representing content performance reporting and campaign analysis.A printed performance report with charts on a laptop, representing content performance reporting and campaign analysis.
Strategy

Calendars that anticipate rather than react

I plan across blog, email, social, PR and paid, so campaigns reinforce each other instead of competing for the same attention. Seasonal hooks and known dates get built in ahead of time, because being ready before the news cycle asks is most of the advantage.

Then I find the entry point. Every technical subject has one thing that makes a reader care, and it is almost never what the company leads with. At Cormonity the piece wasn't about interface architecture, it was about why you can't stop scrolling. Finding that is the job.

Then it's sequencing. A calendar is a set of decisions about order, not a list of dates.
Magnifying glass over a laptop screen, representing SEO, search visibility and organic discoverability.A wooden library card catalogue with one drawer pulled open, index cards visible.
Results

What it looks like in practice

Quarterly content calendars across channels. Positioning and messaging frameworks. Editorial standards and workflow. Performance reporting that says what to do next rather than what already happened.

I currently own go-to-market strategy and the pipeline at an AI consultancy, reporting to leadership each quarter. Before that I set strategy across four partner brands in cybersecurity and Web3, and ran an agency to R500,000 annual revenue doing the same for SME clients.

Strategy is only useful if someone can act on it on a Monday morning.

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Content and Copywriting
Vintage typewriter with paper loaded, illustrating copywriting and content writing services for technical and B2B brands.