Content Operations at Scale

The Challenge

Build cohesive content strategy and brand presence across multiple platforms while maintaining consistency during rapid growth. Started with little to no social media presence and fragmented branding, needing to identify effective platforms and create sustainable workflows for a growing team.

Starting Point: When I joined, we had minimal social media presence and the profiles we did have were branded for a different company focus. There was no consistency and no real brand vibe. The founder handled everything himself but was easily distracted by social media trends and "gurus," jumping between strategies without sustainable systems.

The core challenge was creating systematic content operations that could:

Support rapid audience growth across multiple platforms
Maintain brand consistency as the team expanded
Convert followers into email subscribers and customers
Scale without requiring constant founder involvement

Strategic Solution

Established comprehensive content operations infrastructure including quarterly planning calendars, asset management systems in Google Drive, and brand consistency guidelines. Worked with marketing leadership to identify effective platform mix and built workflows for sustainable content coordination.

Facebook & Instagram

YouTube

LinkedIn (High-Ticket)

Email (30K+ List)

Private Facebook Group

Podcast Distribution

Platform Strategy: Rather than trying to be everywhere, we identified where our contractor audience actually spent time. Facebook and Instagram for daily engagement, LinkedIn for high-value promotions, and YouTube for educational content that drives long-term growth.

Content Framework Development

Created four distinct content types with specific purposes and workflows, ensuring consistent quality and messaging across all platforms:

🎯 Story-Based Posts

Heart posts written by copywriter based on founder's stories. Designed to build connection and trust with contractor audience through authentic experiences.

🚀 Promotional Content

Sales-focused posts promoting launches and coaching program openings. Features bold graphics and compelling copy designed to drive conversions.

📱 Video Shorts

1-2 daily video clips turned into reels with strong CTAs. Coordinated with editing team to select best moments from longer content.

📺 Live Events

Virtual workshops and live streams that close with strategic pitches. Handled setup, promotion, streaming coordination, and replay management.

Brand Management & Asset Systems

As the designated "Keeper of the Brand," I established and maintained comprehensive brand consistency across all marketing materials and team members.

Brand Guidelines Development

Created comprehensive style guides with exact color codes, fonts, image styles, and voice guidelines. Established masculine, gritty brand aesthetic that resonates with contractors.

Asset Management System

Built organized Google Drive structure with logo files in every orientation, curated event photos, and image buckets for designers and editors to access.

Quality Control Process

Became first line of review for all visual content, ensuring designers use correct colors, fonts, and image styles before publication.

Voice & Tone Mastery

Learned to write in founder's distinctive no-holds-barred style that resonates with military background contractors, ensuring authentic brand voice across platforms.

Community Building Operations

Developed and managed systematic community growth strategy with the innovative "Own Your Crap" engagement system that drove authentic participation and list building.

Community Growth Strategy: Required new Facebook group members to post within 24 hours sharing how they were getting in their own way of business growth. Members who didn't post received warning tags and were removed if they still didn't engage. This created highly engaged community.

Systematic Management Process:

Tracked member participation in Google Sheets with completion status
Managed member vetting and contact information import to CRM
Removed thousands of members over the years to maintain quality
Created workflow for importing engaged members to email marketing system

This intensive community management approach was eventually streamlined, but the foundation it built created the engaged audience that continues to drive business growth.

Results & Growth Impact

80K+

YouTube Subscribers

20K

Facebook Group Members

50K+

Email Subscribers

346+

First Year Growth

Supported YouTube growth from 346 subscribers in first year to 80,000+ (hitting 10K in 2019, 50K in 2022). Helped grow Facebook community from 0 to 20,000 members. Established recognizable brand presence that audiences consistently identify and comment on.

Brand Recognition Achievement: People are familiar with and often comment on our very distinct brand style and how recognizable we are across platforms. The systematic brand management created a cohesive identity that stands out in the crowded contractor education space.

Sustainable Systems Impact: Created scalable systems for content coordination across podcast, YouTube, social media, and email marketing that allow small team to compete with much larger organizations. The workflows and brand standards continue to support business growth while maintaining quality and consistency.

Business Growth Support: The content operations infrastructure directly supported product launches, coaching program promotions, and overall business development by ensuring consistent, professional presentation across all customer touchpoints.

Tools & Systems

Content Planning & Coordination:

Quarterly Planning Calendars Trello Project Management Buffer Scheduling ClickUp Coordination

Brand & Asset Management:

Google Drive Organization Brand Style Guides Asset Libraries Photo Curation Systems

Community & CRM Integration:

Facebook Group Management Google Sheets Tracking Ontraport CRM Email List Management