Your content strategy, defined on a single page
A five-block method to write down what you talk about, who you talk to and in what voice, with the template to copy.
A content strategy is not a thirty-page document produced by an agency. It is one page you re-read before writing, answering three questions: what do I talk about, to whom, and in what voice. Without it, every post starts from scratch and your account ends up looking like a series of unrelated pieces, which your audience notices before you do.
Here is the method we use to set up an account, in five blocks.
Block 1: Who you are talking to, precisely
Write down a person, not a segment. "SMEs" is not an audience; "the owner of a ten-to-fifty-person company with no marketing team, who signs the big contracts personally" is one.
Three elements are enough:
- Their situation: their trade, their size, their daily reality.
- Their problem: the one you solve, phrased in their words, not yours.
- What they have already tried: this is what stops you writing advice they know by heart.
That last point is the most neglected and the most profitable. Content that starts where your reader stopped is worth ten pieces that start from the beginning.
Block 2: Your three or four pillars
A pillar is a subject you can write about thirty times without repeating yourself. Three or four is enough; beyond that, your account loses its coherence.
For a roofer, for instance: job sites explained, the costly mistakes homeowners make, materials, life inside the team. For a consultant: the method, client cases, industry myths, opinions.
Test each pillar this way: list five article ideas underneath it, right now, without thinking for more than two minutes. If you can't, it isn't a pillar, it's a post idea.
Block 3: Your voice, in three adjectives and three bans
Adjectives alone are useless: everyone describes themselves as "authentic, expert and approachable". It is the bans that make a voice recognisable.
A concrete example:
We are direct, concrete, slightly sharp. We are never preachy, jargon-heavy, or falsely enthusiastic. We never say "revolutionary", "game changer", "thrilled to announce".
That list of bans is what you will re-read most often. It is also what you must hand to any writing assistant: without it, it will produce the average of the internet.
Block 4: Your recurring formats
A format is a mould you reuse. It halves production time, because you stop reinventing the structure every time.
Four formats are enough to start:
- The field report: a situation, what you did, how it turned out.
- The common mistake: what your clients get wrong, why, what to do instead.
- Behind the scenes: a moment from your week showing how you work.
- The stance: an opinion you own about your industry.
Assign a pillar to each format and you get a topic grid that lasts several months.
Block 5: What you want to happen
A content strategy with no objective produces pleasant, ineffective content. Pick exactly one, phrased as an observable action: "a company owner messages me about their project", "people cite me when someone looks for a roofer in the county".
One only. Two competing objectives produce two accounts mixed together.
The template to copy
AUDIENCE
Situation:
Problem (in their words):
What they already tried:
PILLARS
1. 2. 3. 4.
VOICE
We are:
We are never:
Banned words:
FORMATS
1. 2. 3. 4.
SINGLE OBJECTIVE
Fifteen lines. If you cannot fill them in, the problem is not your content strategy, it is that the positioning upstream has not been settled, and no amount of posting will compensate for that.
What to do with it next
Re-read that page before every writing session, for a month. After that it will be internalised and you will only need it in moments of doubt.
If you work with a generation tool, those fifteen lines are exactly what it needs. That is what Postorico asks for when you create your brand profile: without pillars and bans, an AI writes what everyone writes. With them, it writes what you would have written on a good day.
Further reading
- Creating Content with AI: What It Really Changes for a Small Business
- Short video for business: why it is essential in 2026 and how to get started
- Social Media Content Strategy for SMBs: 5 Decisions to Make Before You Post
- Social Media Storytelling: 5 Narrative Structures for Small Businesses
- Social Media Editorial Calendar Template: Build and Fill Yours in 30 Minutes
