Rachel O

Design Studio - Two-Lane Content Strategy

Jun 2026 - Jul 2026 • 1 mo

One of my clients runs a multimedia design studio logo and brand development, campaign buildout across print, out-of-home, digital, video, and animation, plus event branding for other companies. Her client list includes hotel groups, marine and power equipment brands, bakeries, and gift companies. She was doing genuinely great work for all of them, but almost never posted her own. That's a common trap for creative studio owners: you spend all day making things look good for other people's brands, and your own feed becomes an afterthought. She also had a second, smaller side-brand on Etsy selling hand-lettered novelty stickers, with a completely different audience than her B2B studio clients. The two were sitting on the same accounts, competing for attention and confusing anyone who followed her for one reason and got content about the other. I set up a content strategy that treated these as two separate lanes instead of one blended feed. The studio side needed to show process, client results, and behind the scenes footage of the campaigns she was building, aimed at other business owners and brand managers who might hire her next. The Etsy side needed a lighter, more personal voice aimed at people who just wanted cute stickers, not a case study on brand strategy. I mapped out what each lane should post, how often, and on which platforms, including a plan for her to start showing up on TikTok, which she hadn't touched yet despite it being a natural fit for behind the scenes design content. The goal wasn't just more content, it was content that finally matched who was actually watching, so her own studio work started building her reputation instead of only her clients'. The part that mattered most to her: she could finally post consistently without her B2B clients and her Etsy shoppers seeing content meant for someone else, and without spending hours each week trying to figure out what to say to which audience on which platform.

Content System for a Fitness Coach

Jun 2026 - Jul 2026 • 1 mo

One of my favorite projects was building a content system for a fitness coach who was posting inconsistently and losing momentum with his audience. He had the expertise and the results to back it up, but no repeatable process for turning his knowledge into content that actually reached people. I built him a full content strategy and posting calendar mapping out what to post, when, and why, based on his goals and his audience's habits. It covered everything from hook ideas and content pillars to caption structure and posting cadence, so he always knew exactly what was going up next instead of scrambling for ideas. The system could flex for a lot of things repurposing long clips into shorts, batching content for weeks at a time, tracking what formats performed best but the most important part for him was consistency. He needed to stop guessing and start showing up on a schedule his audience could rely on, without it eating up hours of his week. That's the part of this work I care about most: not just editing a clip well, but building something a client can actually run on long term, so their content keeps working even on the weeks they're too busy to think about it.

B2B Brand Humanizing Its Feed

May 2026 - Jul 2026 • 2 mos

B2B Brands Humanizing Their Feed: Moving Beyond Case Studies to Content People Follow What does it mean to humanize a B2B brand's social feed? Shifting a brand's content mix away from exclusively polished, corporate output, case studies, product announcements, client testimonials, toward content that shows the actual people behind the brand. A B2B client came to me with a feed that was professionally made and completely forgettable, every post reading like a slide from a pitch deck, nothing that made anyone want to follow beyond the moment they needed the product. Why doesn't an all-case-study feed build a following? Because case studies answer "does this work" for someone already evaluating the product, but they give a casual scroller no reason to follow an account before they're in buying mode. A feed made entirely of proof points has no personality, and personality is usually what turns a one time viewer into a follower, and eventually into a buyer who already trusts the team behind the product. What kind of content did I introduce instead? Behind-the-scenes content: how the team actually works, what a real day looks like, the people building the product rather than only the product itself. Opinion-based content: the team's actual take on their industry, not just neutral educational posts. Smaller, more human moments, team wins, casual updates, things that made the brand feel like it was run by people rather than a logo. How did this fit alongside the existing case study content? It didn't replace it, it balanced it. Case studies stayed in the mix for people actively evaluating the brand, but they stopped being the entire feed, so casual followers had a reason to stick around long before they were ready to buy anything. The result: a feed that felt like it belonged to a team people wanted to follow, not just a company people occasionally needed.