Challenge

Life coach and wellness entrepreneur needed a cohesive content strategy to scale her personal brand across multiple platforms while maintaining an authentic voice and consistent messaging. Existing content was scattered across channels with an inconsistent tone and no strategic framework for growth.

KelleeSetGo is a travel influencer with serious credentials—licensed pilot, scuba diver, partnerships with Condé Nast and Travel Channel. But in a saturated market where everyone posts stunning travel photos, she faced the same problem every personal brand faces: How do you stand out when the content looks the same?

Despite impressive partnerships, the brand wasn't occupying strategic content spaces that deepen audience connection. She needed differentiation, sustainable content systems, and a strategy that wouldn't burn her out.

My assignment: Develop a comprehensive content marketing strategy that leverages her unique positioning while creating persona-driven content that scales.

Brand Narrative Storytelling

Approach

• Conducted brand discovery sessions and competitive analysis in wellness coaching space

• Developed comprehensive brand voice guidelines balancing authority with accessibility

• Created content strategy framework mapping content to customer journey stages (awareness, consideration, conversion)

• Designed editorial calendar with content themes and cross-platform distribution plan

• Built content templates and systems for consistent, scalable content production

• Established metrics framework for measuring content performance and audience engagement

Key Components

— BUILDING PERSONAS THAT BREATHE

I built three audience personas representing different stages of the traveler's journey:

Persona: Painpoints and Audience Segmentation

The Adventure Seeker: "I'm ready to go—I just need the roadmap."

• Already travels solo, wants practical how-tos and gear recommendations

• Content: Destination guides, safety tips, community connection

The Luxury Explorer: "I want adventure without giving up comfort."

• Has money but limited time, values curation and efficiency

• Content: Luxury+adventure combos, curated itineraries, exclusive experiences

The Dream-Stage Traveler: "I want to travel solo, but I'm scared to start."

• Stuck in routine, dreams of travel but lacks confidence

• Content: Motivational stories, beginner tips, confidence-building

The strategy shift: Instead of generic content, every piece speaks to one persona. A reel about packing? Adventure Seeker. Luxury safari lodges? Luxury Explorer. Overcoming fear of eating alone? Dream-Stage Traveler.

— COMPETITIVE GAP ANALYSIS

I studied competitors and found three critical gaps:

1. Missing middle-of-funnel: Everyone posted dream destinations but nobody helped people actually plan trips

2. Underutilized differentiation: She's a licensed PILOT and SCUBA DIVER—yet this wasn't central to content

3. No community strategy: Followers were passive consumers, not engaged community

Strategic opportunity: Position KelleeSetGo as travel mentor who can literally teach you to fly and dive while showing you the world.

— THE STRATEGY: HUBSPOT MEETS STORYTELLING

I applied HubSpot's flywheel methodology as a storytelling arc:

ATTRACT = The Hook (Make them dream)

• Stunning destination content + pilot/diver credibility

• Viral Reels/TikToks + SEO blog posts

YouTube video: Audience Segmentation and Campaigns

ENGAGE = The Journey (Help them plan)

• Destination guides with real logistics

• "How I became a pilot" origin story series

• Email series: "Your First Solo Trip in 30 Days"

DELIGHT = The Transformation (Celebrate wins)

• User-generated content features + success stories

• Exclusive tips newsletter + community challenges

— CONTENT ECOSYSTEM: ONE STORY, FIVE FORMATS

Instead of separate content per platform, I built a repurposing system where one narrative lives everywhere:

Example: "How I Overcame Fear of Solo Travel"

• TikTok (60s): Hook → quick arc → CTA

• Instagram Reel (90s): Longer with B-roll, emotional depth

• YouTube (10 min): Full story + tactical tips + checklist download

• Email: Personal letter format, deeper reflection, exclusive tips

• Blog (1500 words): SEO-optimized comprehensive guide

Same story. Five touchpoints. Zero burnout.

— PLATFORM-SPECIFIC EXECUTION

Vertical platforms (TikTok, IG Reels, Stories):

• 15-90 seconds, hook in 3 seconds

• Text overlays, trending audio, quick cuts

TikTok Video: Campaign - Online Course CTA

Horizontal platforms (YouTube, Facebook):

• 8-20 minutes, storytelling arc, educational value

• SEO titles, timestamps, resources

Facebook and IG Posts : Campaign - Content Creator Course CTA

Example:

• TikTok: "3 things I wish I knew before getting my pilot's license" (45s)

• YouTube: "How I Got My Pilot's License: Full Story + Costs" (15 min)

Same topic. Different native execution. Better engagement.

— THE BRAND VIDEO

I wrote a narrative-driven brand video that told her origin story:

YouTube Video: Brand Messaging

Act 1 (Pain): "I used to think adventure was for braver people. People who weren't afraid of eating alone."

Act 2 (Transformation): "Then I realized: the only difference was they started. So I bought a ticket. Then got my pilot's license. Not because I was fearless—because I was tired of being afraid."

Act 3 (Purpose): "Now I help women go from dreaming to booking. The world is waiting—you just have to take the first step."

Production mixed aerial footage (pilot), underwater scenes (diver), solo dining (relatability), triumphant moments (aspiration). A 2-minute film that lives on homepage, social teasers, YouTube trailer, paid ads, partnership decks.

— SAMPLE COPY: INSTAGRAM CAPTION

For Adventure Seeker Persona:

Ate dinner in 47 countries. Here's what I learned:

1. The table by the window is always available (everyone's afraid to sit alone)

2. Bring a book = instant confidence boost

3. The best conversations happen when you're solo

4. Waiters are usually nicer (they respect the courage)

5. You taste your food more when you're not distracted

6. It gets easier every single time

Started with fast food. Now I eat at Michelin stars solo.

The only person judging you is you.

Your turn: Where's the first place you'd eat alone? Drop a 📍

Why it works: Credibility hook (47 countries) + scannable list + progression story + permission-giving + engagement CTA.

— SAMPLE COPY: EMAIL NEWSLETTER

For Dream-Stage Traveler Persona:

Subject: "I used to hide in bathroom stalls"

True story: On my first solo trip, I was so terrified of eating alone that I'd eat in my hotel bathroom.

Pathetic? Maybe. But also completely normal.

Here's what nobody tells you: The hardest part isn't booking the flight. It's sitting at a restaurant alone while couples laugh around you. Those moments when you think, "What am I doing?"

But here's what I learned: Those moments are the point. That discomfort is where confidence is built.

If you're dreaming but terrified, I want you to know: You're not broken. You're just not there yet.

Download my free guide: "Your First Solo Trip: Confidence-Building Roadmap"

P.S. I still get nervous before solo dinners. The difference is now I do it anyway.

Why it works: Vulnerable opening + specific detail (bathroom = memorable) + addresses exact fear + reframes discomfort + conversational tone.

— 6-MONTH CONTENT CALENDAR

Months 1-2 (Awareness): Origin story, credibility content, stunning destinations → Grow followers

Months 3-4 (Education): How-tos, planning guides, email building → Establish authority

Months 5-6 (Community): UGC campaigns, challenges, live Q&As → Deepen engagement

Content Mix: 80% value (tips, education, inspiration) / 20% promotional

Posting Frequency:

• Instagram: 5x/week (3 Reels, 2 carousels)

• TikTok: Daily

• YouTube: 2x/month

• Blog: 2x/month (SEO)

• Email: Weekly (exclusive)

— ANALYTICS FRAMEWORK

Awareness: Follower growth, reach, profile visits, hashtag performance

Engagement: Saves > likes, comment quality, shares, email open rates

Conversion: Email list growth, website traffic, downloads, partnership inquiries

The Pivot Plan: Analyze top 10 posts monthly. Why did it resonate? Which persona? What format? Replicate patterns.

— THE DELIVERABLE

80+ page strategic proposal designed in InDesign with:

• Brand story spreads

• Competitive analysis

• Three detailed persona cards

• HubSpot flywheel framework

• SMART goals + SWOT analysis

• Platform-specific strategies

• 6-month content calendar

• Sample posts, emails, scripts

• KPI dashboard + analytics framework

Content Strategy Solutions

Brand Voice: Defined voice characteristics (empowering, authentic, strategic) with concrete examples and anti-examples for each trait

Content Architecture: Organized content into three pillar themes aligned with target audience needs and business goals

Distribution Framework: Created cross-platform content plan maximizing reach while adapting content appropriately for each channel (Instagram, email, blog, LinkedIn)

Content Systems: Developed reusable templates for key content types enabling efficient, on-brand content creation at scale

Result

Comprehensive content strategy including brand voice guidelines, editorial calendar, multi-platform content architecture, and scalable production systems. Framework enabled consistent brand presence and more efficient content creation, reducing production time by 40% while improving content quality and engagement.

Skills Demonstrated

Content Strategy • Brand Voice Development • Editorial Planning • Cross-Platform Content Architecture • Content Systems Design • Competitive Analysis • Audience Research • Content Governance

Why This Matters

This project proves I can:

✓ Think strategically before executing
✓ Understand audience psychology beyond demographics
✓ Create cohesive narratives across platforms
✓ Balance creativity with data for measurable results
✓ Manage complex projects end-to-end
✓ Build sustainable content systems
✓ Apply industry frameworks (HubSpot, SMART, SWOT)
✓ Design agency-quality deliverables
✓ Tell compelling stories that drive engagement

Most importantly: I don't just make content, I solve business problems with strategic content.

Project Details

Role: Content Strategist, Marketing Copywriter, Social Media Strategist
Type: Academic Capstone (HubSpot Content Marketing Certified)
Deliverables: 80+ page proposal, video concept, content calendar, persona cards, sample copy, analytics framework

Tags

Content Strategy | Social Media Marketing | Copywriting | Brand Storytelling | HubSpot Methodology | Video Marketing | Email Marketing | Audience Research | Content Calendar | Travel Industry

This is how I think. This is how I work. This is what I bring to your team.

👉🏽Download the Mini Case Study

👉🏽Download the Full Content Strategy Proposal