Hello, friends at ClimateStory 

I have a breadth of experience creating content and content strategy that connects with audiences and helps grow dedicated, meaningful communities.

I’ve set out a brief outline of my content strategy approach as well as some content ideas for ClimateStory below.

Please feel free to browse this site, especially the work section, for case studies with my clients.

I also own a travel channel on YouTube that I have grown to 7,000 subscribers and use to test and learn about the platforms: check out We Film Things on YouTube, or have a look at the Instagram page.

content Strategy - Approach

1. Get clear on the goal

The first step to building any strategy is to get clear on where we are trying to get to. This means getting clear on (1) the business goal we are trying to achieve and (2) your target audience.

We would delve deeper into this through a workshop and also look at your existing analytics, but it might look something like this:

  • Primary goal: To grow our audience by increasing views on YouTube and listens on Spotify.

  • Target audience: Early stage start-up founders and entrepreneurs

We would develop a persona around the target audience.

2. Decide on the content pillars

This will, of course, depend on the goal and target audience, but may look like this:

  • Inspire entrepreneurs to make climate positive changes in their businesses

  • Educate entrepreneurs on how to run their businesses more sustainably

  • Create a community of entrepreneurs who want to do better by the planet.

Having content pillars is a great way to create consistency even as your content changes, and it makes it easier to come up with content that is relevant to your brand and target audience.

3. Channels to focus on

Whilst it can be helpful to have a presence across the board, I always recommend that we focus on 2-3 key social media channels. For ClimateStory, these may be:

  • YouTube: as we want to increase subscribers and views and all of ClimateStory’s primary content lives on here.

  • LinkedIn: as this is a key channel for our target audience (entrepreneurs).

  • Instagram: as this is a favourite channel of the demographic that might be our target audience.

After selecting the channels, we would decide on the initial growth strategy for each channel and start posting. The strategy would then be reviewed regularly (monthly) to see what is working, what isn’t and how we can improve.

content Ideas For Climatestory

Repurposing existing content

Your existing episodes are already very information-rich and there is a lot of content that can either be repurposed or fed into new content.

These ideas fall within the other content pillars, but are key as they are a way of using content you already have.

  • Snippets of wisdom from each episode - e.g. what is “sustainability” from Coffee Collective - could be video and text posts.

  • Amalgamating snippets on the same topic from different interviewees - e.g. what being a B-Corp has brought to each business / meaning of sustainability

  • Reflections / lessons learnt from episodes: Rishad face-to-camera videos, or text write-up.

Educate

Educational content lends itself well to both long- and short-form content. Short content should be specific and actionable - the kind of content that the audience will want to bookmark for later.

Long form content can range from video to blog posts (useful in improving SEO) to longer LinkedIn posts.

  • Key lessons from interviewees - extract anything specific and actionable from interviews.

  • Easy ways to make your business more sustainable (bulleted posts / carousels / videos). Broken down into specific topics, this can be both short-form and long-form content.

  • Product / tool / material spotlights: this could be an informative deep dive on a material like Tencel or a product or tool that is a game changer in the sustainability space.

  • Key developments in the sustainability space, e.g. the case brought against Shell directors and what it means for you (i.e. are climate considerations part of your directors’ duties?)

  • Sustainable investment: what investors are looking for in terms of sustainability. Speak to VCs, angel investors and PE funds with a reputation for investing in climate positive businesses.

  • Rules & legislation you should care about: breaking down regulations in the sustainability space in a digestible, relatable way.

Inspire

  • Inspirational snippets from episodes (e.g. from fast fashion worker to sustainability campaigner)

  • Quotes / words to live by extracted from interviews.

  • Highlighting inspirational individuals who are championing sustainability

Community

  • Encouraging conversation & engagement by hosting live online discussions, posting questions on important and relevant topics in the sustainability space.

  • Collaborating with climate change influencers on posts, e.g. 3 sustainability challenges every fashion business faces and how XXX overcame them.