Content Strategy: Stop posting at random with this content system
- Pernille Aggerholm
- Oct 29
- 3 min read
Content is the system that fuels awareness, builds trust, and drives growth.
For many early-stage founders, it often slips down the list, squeezed somewhere between product development, sales, and everything else demanding attention. It's that extra thing you just don’t have time for.
But when you approach content strategically, it becomes one of the most reliable levers for growth. The key is building on the right foundations.
I like to think of those foundations as four pillars - the essentials that make a content strategy sustainable, repeatable, and effective.
Lets grab the tiger by the tail, are you ready?
1. Purpose
A strong content strategy begins with intention. Before thinking about platforms (should I be on Tik Tok?) or formats (video, audio, memes), clarify what you want your content to achieve over the next 90 days.
Ask yourself:
What’s the primary goal? Awareness, education, conversion, or retention?
Who are you speaking to - the decision-maker, the influencer, or the end-user?
What information, reassurance, or inspiration do they need from you?
When those answers are clear, your content naturally has a focus and a placement..
2. Relevance
Every business has a content sweet spot - the overlap between your expertise, your offer, and what your audience cares about.
From experience, it’s easy to drift toward topics that interest you personally or whatever’s trending online, but sustainable traction comes from staying close to that intersection where your knowledge and offering meets genuine audience need.
Sustainability
The number one success criteria for your content strategy is SO simple it hurts; make it doable. Designing it to fit your capacity as a start-up is how you show up consistently and build a system that compounds over time.
Start with one strong, long-form idea — a blog, video, or article — then splinter it into smaller pieces: social posts, newsletters, quotes, short clips. Each reinforces the core message while giving your audience multiple ways to engage.
Over time, this approach builds a library of assets that can be reused and remixed. Nothing ever goes to waste; it all works together.
Connection
Different content types serve different roles in the customer journey:
Awareness: social posts, short videos, tidbits that spark curiosity.
Consideration: case studies, webinars, e-books, and thought pieces that build trust.
Decision: FAQs, testimonials, or clear calls to action that make next steps easy.
The more complex or high-value your offer, the more depth you need in the middle of that funnel as this is where education, proof, and reassurance make all the difference. Not sure if your service or product is straightforward or complex? Take the 2 minute mid-funnel marketing quiz.
The Takeaway
Content is proof of your expertise and a window into your brand. When it aligns with your goals, fits your capacity, and speaks directly to the people you want to reach, it becomes one of the most reliable drivers of growth.
A thoughtful content strategy increases visibility not just for the sake of it but to build familiarity and trust.
Want to go deeper?
We cover this entire framework and how to design it for your own business in the Think Boldly Marketing Sprint. If you’re ready to turn content from a chore into a system that compounds, join the next cohort or book a Clarity Call to discuss a content strategy for your business now.
Think Boldly! helps founders and early-stage teams turn marketing chaos into strategic clarity.
From fractional CMO support and strategic projects to sprints and webinars, we meet you where you’re at, with tools, insights, and action plans you can confidently execute. With deep start-up and investor experience, we cut through the noise, move fast, and focus on what truly drives growth.
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