I diagnose social inefficiencies. Then I help to fix them.
Most content struggles come from the same handful of patterns. My approach starts with a clear, data informed diagnosis, then layers in the deeper story behind the numbers.
The goal: Solve the real problems, not just the symptoms.
Forensics & Diagnosis
Establishing the facts
Before any creative direction, I need to understand the landscape. This means gathering intelligence.
Quantitative first.
I look at competitor benchmarks, posting frequency, engagement patterns, content-to-follower conversion rates. The aim: what’s working, what’s not, where are the gaps.
Then the stories behind the numbers.
I also like to get a snapshot of your audience, both who you’re reaching and who you’re not. Understanding their mindset, behaviours, aspirations. This is where the data becomes more human and more tangible.
Finally, the wider view.
I also consider macro trends that might affect your brand. New social platform tools, shifts in audience behaviour and developments in your industry or product/service sector. The result? A clear summary that pinpoints what we need to solve and what opportunities we can capitalise on.
Strategy
Building the roadmap
Once we have a clear diagnosis, we move into strategy. This is where research becomes a plan. I translate the research and analysis findings into content objectives and set the parameters for your strategic social pillars.
You’ll receive:
A strategic report: what you should aim for and what to prioritise.
2–3 strategic pillars: each calibrated and consideration for the funnel (awareness, consideration, conversion).
A audience portraits & guidance: Emotional drivers, pain points, aspirations and a simple “get who to do what” statement to focus your creative energies.
The aim:
Solid foundations and stopping you from chasing trends or copying competitors. Instead, you know exactly where to focus your time and resources.
Creative Direction
Bringing the strategy to life
This is my favourite bit.
This is where we establish the look and feel of your refreshed content approach. We map specific formats to your content pillars, explore visual styles, and devise hooks that keep people coming back.
What you get:
1. Strategically aligned creative proposals with specific content concepts for each strategic pillar.
2. Creative direction materials (mood boards, references, samples) and production and workflow guidance.
3. Creative Brief Templates ready to hand off to photographers, videographers, editors, motion artists or for your internal team
At the end of this phase you’ll have both a menu of content options, and the clarity to execute.
Production Services
Now we execute
If you need production support?, I’m also happy to captain the ship.
I have extensive photography and video production experience, working on projects across the UK and Europe. I can handle pre-production, logistics, and pull together the right team to deliver on the creative vision. Through production days and post-production,
I’m there to make sure everything happens according to plan. If you need help bringing your projects to life, I’ve got you covered.
Aftercare
Performance tracking & optimisation
Testing and learning is just as important as the initial development. My approach to performance tracking is practical, focused on actionable insights, not overwhelming dashboards.
The goal is simple: Learn from what you publish, and keep improving.
As part of this, I provide:
Monthly performance reviews assessing quantitative and qualitative performance.
Performance benchmarking establishing what “good” looks like for your brand.
Content optimisation recommendations, designed to be specific, actionable: “this caption style worked better,” “these posting times drove engagement,” “this theme resonated, let’s do more of this”.
Re-editing & repurposing guidance, identifying posts worth a second life (different ratios, new captions, revised formats)