SYSTEM 04 · CONTENT STRATEGY
POSTS EXPIRE.
THE POINT
DOESN’T.
A post is spent the day it ships. The point comes back stronger — in the next post, an email, the sign in the window. I build the layer that decides what your brand keeps saying — the point of view, the pillars, the formats — so every piece adds to the same case instead of opening a new one.
The part of the brand that has to keep speaking.
01
THE PROBLEM
A FULL CALENDAR.
AN EMPTY
ARGUMENT.
The posts go out — most weeks, anyway. One's a tip, one's a holiday, one's whatever happened yesterday. Each is fine alone. Read the feed top to bottom and no two of them make the same point, and the good one — the post that actually landed — never got a sequel. A year of publishing, and the archive proves you were busy.
That's not a content problem. That's the brand's point of view showing up in public without a script — so whoever's posting invents one on the spot. Volume can't fix it; ten scattered posts a week just scatter faster. Content works when the posts take turns making one point — until the market can finish the sentence. A brand that says something different every week has said nothing all year.
A calendar organizes the posting. It has nothing to say. A year from now the feed is full and the market still can’t finish your sentence.
02
THE FIX
SIX DELIVERABLES.
ZERO DRIFT.
Content strategy turns what the brand believes into what the brand keeps saying. Every deliverable below is built so whoever has the login that week posts from a decision, not a blank box.
02.5
FIELD NOTE
SAME ARGUMENT.
NEVER THE SAME POST.
One case: the system above, run in public for the same deli — after the position, the talking.
A voice compounds when the argument repeats and the words don’t.
03
HOW IT WORKS
FOUR PHASES.
NO MYSTERY.
No trend audits, no posting quotas. The process is structured, transparent, and built around working sessions where you watch the voice take shape. It starts where everything at Six-Based starts: The Diagnostic comes first.
04
INVESTMENT
NOT PRICED OFF A MENU.
SCOPED OFF A DIAGNOSIS.
Build engagements run $10K–$60K. You don’t have to figure out where Content Strategy lands inside that range — that’s the diagnostic’s job. The exact number is fixed, in writing, before you sign.
No surprises. Every Content Strategy engagement includes:
Builds start at $10K, less than two months of a $65K–$100K marketing hire.
05
IS THIS FOR YOU
THE HONEST FIT CHECK.
I say no to the wrong projects so the right ones get done. Here’s the truth about who this is and isn’t built for.
06
QUESTIONS
QUESTIONS
FOUNDERS ASK.
THE CLOSER
A POINT OF VIEW NOBODY HEARS IS A SECRET.
Yours surfaces when there’s time, in whatever voice the week allows.
The diagnostic is where the argument starts.