Content Strategy for WayMaker Media

WayMaker Media is a Black culture editorial brand and digital magazine founded by Louis Carr, president of BET. I was contracted through March Forth Agency to support their social content strategy through content research & copywriting for the brand's Instagram.

WayMaker had real reach but an unbalanced content mix. I ran a full audit of three months of published content and mapped every post to a content pillar and audience segment.

At the client's request, my scope grew well past ideation. I owned the content research, image sourcing, and caption copy, plus creative direction for both copy and photography on concepts I ideated.

Jocelyn, founder of March 4th Agency, was my direct contact, main collaborator and final approver on everything that published. She held final say on overall direction and revised copy/visuals at her discretion. The research, the angles, the draft copy, and the visual direction came from me.

Rebuilt the monthly content strategy around closing that gap:

Audited and documented the pillar and audience imbalance, with performance data behind each finding

Restructured the monthly calendar to rebalance toward practical, education-forward content without losing the cultural voice the audience came for

Ideated and wrote ~20 posts per month: concept, on-graphic carousel copy, and captions

Wrote design direction briefs so every carousel reached the designer with a clear visual point of view

Measured during the engagement against the equivalent period before it:

62,987 total shares — up 149%

Net new followers — up 102.4%

The posts that performed best weren't the most inspirational ones. They were the most specific. A named person, a real timeline, a verifiable fact, and enough restraint to let the reader arrive at the point themselves.

I take this work on retainer or per project. If you're building something and need the strategy behind it, let's talk.