The remit

A freelance nutritionist wanted to increase her presence online, but didn’t know where to start.

What I did

I started with the why: who was she and why was she in this game. I then ascertained her objectives and goals for content, and her key messages. From there, I developed a brand story and messaging guide that she could use to inform future content, or just use sections of that content in lieu of creating something new. I then developed a content strategy that looked at where she wanted to go, her goals, aims and objectives, values, tone of voice, content themes and how to measure success. Finally, I created a 12-month content plan to keep her on the straight and narrow, including plotting international health days that could spark ideas.