SOCIAL MEDIA + CONTENT STRATEGY
At HG@S, social media strategy and content strategy are never separate. They're built together as one connected system — because one without the other is only half the picture.
Based in Fredericton, New Brunswick — I help brands define what they should be saying, what they should be creating, and how it all comes together to build a stronger, smarter presence online.
One without the other is half the picture.
What good is a social media strategy if you don't know what to put out into the world? What good is a content strategy if you're not sure how to get it out into the world?
Most businesses treat these as two separate workstreams — one team figures out the "what" and another figures out the "where." That disconnect is exactly why so many brands feel scattered, inconsistent, and stuck.
At HG@S, strategy and content are built together from day one. Your brand gets a clear system for what to say, what to create, where to distribute it, and how every piece supports the bigger picture. No gaps. No guesswork. Just a strategy that actually works because every part of it was designed to work together.
What's Included
Every engagement covers both sides of the equation — the strategic direction and the content system to bring it to life.
Brand & audience audit
A proper look at who you're up against
Platform-specific strategy
Content pillars & messaging framework
Posting cadence & calendar structure
Caption writing & copywriting
Creative briefs & direction
Hashtag strategy & architecture
Audience targeting & growth roadmap
KPI framework & success metrics
Campaign concepts & editorial planning
Monthly strategy sessions
How it works.
It starts with getting obsessively familiar with your brand — your voice, your audience, your competitors, and the gaps no one else is filling. From there, I build a strategy that defines your positioning, messaging, content pillars, and platform approach.
Then comes the content system: fully built-out editorial calendars, captions, creative direction, hashtag architecture, and a posting schedule — all mapped to the strategy. Every post has a purpose, a hook, and a reason to exist.
You get a complete strategy deck with platform-specific recommendations, a month-by-month content roadmap, and ongoing strategy sessions to refine, optimize, and keep things moving forward. No guesswork on your end.
What you walk away with
Clear Direction
A defined strategy that tells you exactly where your brand is going on social — no more posting into the void.
Content That's Ready to Go
Monthly calendars, captions, creative direction, and everything you need to execute with confidence.
Stronger Brand Presence
Consistent messaging, cohesive visuals, and a social presence that actually looks and sounds like your brand.
A System That Scales
A repeatable content and strategy framework that grows with your business — not a one-off doc that collects dust.
This service is the strategic foundation for everything at HG@S. Once the strategy is built, I can also handle the social media content creation or step in for ongoing social media management and fractional social leadership. Explore Instagram strategy, get your team trained with workshops or one-to-one coaching, learn about the full process, or see the receipts in the NBCC case study and Atlantic Lottery case study.