Overview
Six-month content strategy for a wellness brand. Editorial calendar, platform playbooks, and voice guidelines for a team of four.
Root & Rise had content — a lot of it — but no architecture. Posts went out when inspiration hit. Campaigns were assembled the week before launch. The audience was there; the content wasn't giving them a reason to stay.
The strategy engagement started by mapping what already existed: 18 months of posts across three platforms, performance data, audience comments, DMs. The pattern that emerged was clear — their most engaged content was the most specific. The least engaged was the broadest.
The resulting system: six content pillars, three platform-specific playbooks, a voice guide built from their own best-performing copy, and a 90-day editorial calendar. Six months in: 340% increase in saves, 2.1x follower growth, first campaign that sold out product in 48 hours.