Case Study: Content Strategy for SameWoman

SameWoman is a virtual healthcare clinic providing education and confidential consultations on reproductive health, nutrition and mental health to women of colour predominantly in the UK.

My work with SameWoman started by clarifying the above positioning statement. Initially, the vision was vague. When I asked what their target audience was, they simply said "Women".

However, after a series of interviews and questionnaires, we simplified their big dream and passion to serve statistically marginalized women by generating awareness through social media content. And after deep research, we streamlined their brand goals, vision, audience and messaging.

Having a content strategy is great, but if the above (positioning and messaging) isn't defined, the content will not be tailored to any particular audience. And content with no target audience or even goals is the least effective kind.

Here's what happened next:

Interviews and Research

After team interviews, my content strategy process covers customer interviews, but since the SameWoman brand was fresh out the oven, we heavily relied on message mining and found prospects by their problems and jobs to be done.

"How did you find these prospects?"

Grabbing a list of target keywords and running a SERP Analysis to see who your direct competitors are targetting is great.

But using those same common keywords to find actual people, where they share their problems and needs, and how exactly they describe them? EVEN BETTER.

That's how I found the target audience for service-market fit.

I clarified the following:

• Preferred social media platforms
• Pain points
• Current solution
• Cultural norms
• Purchasing power
• Psychographics/Interests
• Switch (Event that will cause them to buy)
• Barriers to patronage
• Dream State (The ultimate solution)
• Realistic expectations
• Topics that resonate the most

I also ran competitive research and provided a SWOT analysis summary.

Content Roadmap

Questions answered include:

• What topics and categories will we cover?
• What is the main emotional takeaway we want the audience to have from these pieces?
• Who, as influencers to their audience on our desired topics and categories, do we want to be associated with the content to earn the highest degree of trust as early on as possible?
• What is our design language for the audience, experts and the selected content categories? How does that work with our existing UX?
• Which content formats will we produce, at what cadence, and how does that lead back to or live on the site? (More on this in the execution plan)
• Each piece of content should have a clear next action. Do we want to create a newsletter? Push them into a closed community?

Execution Plan

I outlined the following in detail:

• What are our content goals?
• What content format(s) do we need?
• What assets should we invest in?
• Which channel(s) do we focus on?
• How frequently do we publish?
• Who should we hire?
• What should we measure?



We then incorporated the messaging into the SameWoman website and the team is gearing up to execute the social media-focused content strategy.