Content Strategy & Audience Growth — Social Media Consulting
01 — Overview
Since 2021, I've worked independently with small businesses and creative partners to build their digital presence from the ground up, handling everything from content strategy and brand voice to web development and e-commerce.
My clients often come to me without a clear strategy, inconsistent messaging, or no online presence at all. I come in, assess what's missing, and build systems that create lasting growth, not just short-term spikes.
02 — Challenge
Clients often lacked:
A clear content strategy
Consistent brand voice
Structured approach to audience growth
Any digital or e-commerce presence
This led to inconsistent messaging, low engagement, and missed opportunities to convert attention into meaningful audience relationships.
03 — Operations
Developed end-to-end content strategies and defined brand voice guidelines
to drive consistent, on-brand communication across platforms.
Managed messaging
across social media, email, newsletters, and websites.
Analyzed audience behavior and content performance
to guide decision-making and optimize results.
Built repeatable systems
for content planning, creation, publishing, and e-commerce infrastructure.
04 — Execution
Produced short-form content for high-visibility events, including the Washington Capitals 50th Anniversary Opener Weekend (TikTok-sponsored)
Created content calendars and ideation frameworks to maintain consistent posting
Optimized messaging and content formats based on engagement trends and audience response
Collaborated directly with clients to refine positioning and improve communication clarity
Extended content strategies beyond social media to support broader digital ecosystems, including website design, product messaging, and cross-channel brand consistency.
Applied strategy to both digital and in-person activations, incorporating events and real-world touchpoints to drive audience growth and engagement.
Client Spotlights
Fresh Tape Media
Role: Content Creator
Hired by Fresh Tape Media to capture, edit, and produce same-day TikTok reels for the Washington Capitals 50th Anniversary Season Opener — a TikTok-sponsored three-day live event.
Captured on-the-ground footage in a fast-paced, high-energy live event environment
Edited and produced reels same-day for real-time audience engagement
Delivered content on deadline to build hype and momentum throughout the event
High-visibility, high-pressure, same-day turnaround — this is where content strategy meets live execution. (See below.)
Riverside Roasts Coffee Companies
Role: Social Media Manager, Small Batch Coffee Brands
Results:
Grew main account following by more than 50%
Expanded Instagram reach by 4,734% and engagement by 2,278%
Profile visits +160% · Website taps +47.4%
As a resource-limited small business, every result here came from strategy, not budget.
Will's Printing Creations
Role: Web Developer & Digital Consultant
Took a brick-and-mortar printing business fully online — from zero web presence to a functional e-commerce store with custom ordering capability.
Built client's first online presence on WordPress via GoDaddy
Integrated WooCommerce and custom plug-ins to support product listings and custom orders
Developed a fully custom quote form with dynamic, choice-specific options
Coordinated professional product photography for the online store
Wrote all site content including product listings and descriptions