Know who you want to reach
Name the people you want to help and what matters to them. Set a goal before you choose a channel. For a New Zealand brand, decide whether the audience is local, national or overseas.
Choose the content and channels
Content pillars are the topics you return to. Turn them into repeatable formats your team can make. Choose channels by audience and format. Plan who will film, edit, approve, post and reply.
Measure and adapt
Record a starting point. Choose measures that match the goal. Set time aside to review the work and change the plan. Reach can show that people saw a post. It does not prove that a sale came from it.
Step by step: turn research into choices
First, write the business problem in plain words. Next, gather questions from sales, support and comments on your own channels. Look at past content and ask which ideas helped the audience understand or act. Then choose the most useful insight and give it a clear creative direction. Avoid describing the audience only by age or location. Their problem or shared experience can give you a better story. Write down what you know and what you still need to test. This keeps a guess from being treated as a fact in the content brief.
Make the format repeatable
A content pillar is a subject worth returning to. A format is how you present it. A series gives your team a repeatable way to explore that subject without starting from nothing each time. Our published strategy service includes sample concepts and an anchor series. Use the concepts to test whether the creative direction can produce useful ideas, rather than approving a slogan alone. Ask who can appear on camera and what access filming needs. Check whether the format can keep working when the launch excitement ends and your staff return to their normal workload.
Scope checklist: include delivery
Check audience, goals, channel roles, content pillars, sample concepts and the plan for checking results. Then check the route into actual work. Name who will make, approve, publish and answer the content. Confirm what your team receives at handover and who will explain it to the people who run the channels. Our services page includes a step-by-step plan in the strategy scope. Use that part to list what is needed first, such as account access, product checks or people on camera. A strategy can be well written and still fail to reach a feed if no one owns delivery.
Worked example: Youthline
Youthline needed people to join Walk the Talk and keep moving through September. The plan put real people first, with staff, young people and street interviews. Youthline's clinical team checked the questions before filming on mental health. The campaign then moved to daily content in September. Its published case reports 472,000 views across three channels from 20 July to 30 September 2026, using Metricool data. Youthline reported more than 6,000 fundraisers. The goal shaped the stories, checks and timing.