BBQGuys Built-to-Scale Content Infrastructure
BBQGuys had strong individual content efforts but no system connecting them. Content lived in channel silos, assets were scattered, and campaigns lacked a shared narrative. As the sole strategist, I built a comprehensive content framework from scratch, including a pillar structure, quarterly planning workflow, and a reuse-first production system, then handed it off to the incoming content lead for execution.
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Defined four content pillars mapped to funnel stages and audience needs to give every channel a shared strategic foundation.
Built a quarterly planning framework to align seasonal priorities with production timelines and keep content connected to business goals.
Created a reuse-first production system supported by a DAM audit and asset refresh process to maximize the value of existing content.
Aligned creative direction to platform-specific audiences across YouTube, Instagram, Facebook, Pinterest, email, and SMS.
Integrated influencer content into the pillar framework so creator output laddered up to brand strategy rather than living outside it.
Established a sourcing matrix to clarify content ownership across the team and reduce production bottlenecks.
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Delivered a complete, adoptable strategy framework that was picked up by the incoming content lead and used to inform a creative testing program focused on video production as well as a social strategy for their direct report. The work solved a structural problem and gave the team a repeatable system to build from.