Case Study: Content Strategy for SameWoman

Brand Strategist

Marketing Strategist

Social Media Strategist

Ahrefs

Notion

SEO

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?