1) Cohort Development

This refers to the importance of defining WHO you want to reach with your content to maximize impact.

Define different audience segments and tailor your content to serve each of them.

Content designed to serve too many always fails.

2) Platforms & Culture (PAC)

Its critical to know the platforms, content types and features of the platforms you are leveraging.

Equally important is to understand how to speak to your cohorts based on their unique "culture."

This helps you ideate the content to create.

3) Strategic Organic Content (SOC)

SOC is what you create and post to build relevance, brand, and sales.

Your PAC knowledge will help you make better SOC.

SOC incorporates the SMALL details like: how your thumbnail and the 1st 3 seconds of video look like, what your copy says.

4) Amplification

This refers to any tactic that expands the reach of your SOC.

Ex. Paid ads on social platforms, influencer marketing, etc.

The amp methods should be informed by the insights gathered from your SOC.

What content is outperforming? Consider giving it a boost!

5) Videos People Want To Watch (VPWTW)

Unlike traditional commercials where you're obviously being sold to, VPWTW are videos that don't feel like an "ad." They look more like skits, music videos, movie trailers or interviews.

These are always informed by your SOC insights.

6) Post-Creative Strategy (PCS)

PCS is about LISTENING to actual consumers and the audience and gathering insights to help make your next piece of SOC even better.

This process can even help you uncover new cohorts, or, eliminate existing ones.