BACKGROUND
This project was for a client in the wellness and sustainable living space. The goal was to bring structure and strategic intent to a content program that had been largely reactive and heavily skewed toward product promotion, without losing the commercial purpose that hygiene content serves.
I built the strategy around the hero, hub and hygiene framework, adapted to govern the brand's full content program across blog, email, social, and video rather than a single channel. The central strategic argument was that the brand was almost entirely operating in the hygiene tier and needed substantially more investment in hub and hero content to build the habitual audience relationship that turns first-time buyers into loyal ones. Each tier was given its own pillar set, KPIs, production budget allocation, and channel mapping, including Pinterest as a visual search engine rather than a social platform for this particular audience.
The result was a full annual content strategy with a defined editorial calendar rhythm, a content mix rule for social, and a production and governance framework built to hold the strategy in place as the team scaled.
