Content Strategy
How do you build a presence for a personal brand and a business brand?
You start by developing a content strategy that's wrapped around the needs of the audience and has an ambition bigger than itself.
This case study offers a different perspective than the other two. It shows that I don’t just use my knowledge and experience for my clients - I apply it to my own business as well.
When you deliver a content strategy for yourself and your own business, you truly understand the impact content strategy has.
Creating and executing a content strategy has helped me establish my profile in the industry. It has turned my LinkedIn presence into a recognised voice, and it has helped me grow a following across podcasting, YouTube, Substack, and an in-person community. It's also become a revenue generator.
Background
My Role: Content Strategist, Podcast Host, Speaker, Community Leader
The Challenge: When I set up my business in 2019, I knew I needed to build my profile in the industry more. Not enough people were aware of my perspective, skills, and experience. Employer branding as a strategic business asset was on the cusp of something special, and I’ve always believed that content marketing has a major role to play in that evolution. I needed to create something focused, sustainable, and scalable.
Content Strategy
Mission Statement
"Creating a platform that moves employer branding and talent attraction forward by sharing expert insights and practical strategies. Everything is designed to be practically deliverable and scalable – from solo, Zoom-style conversations and vlogs to studio and event-based formats – helping organisations turn workplace culture into content that attracts, engages, retains and inspires talent."
Content Values
Inclusivity – Create a space where more people can contribute their opinion and knowledge.
Conversation – Have conversations, not interviews. Keep it as natural as possible.
Evolution – Stay one step ahead: when others are doing remote podcasts, do in-studio episodes and documentaries.
Curiosity – Be curious about people’s opinions and experiences.
Authenticity – Be yourself and push the boundaries.
Practical - Serialisation and repurposing makes content consistent and scalable.
Start with audio-only podcast episodes for the first 50 to build confidence and consistency. Gradually evolve into video formats, focusing on in-studio episodes whenever possible. Attend events and vlog your experiences. Participate as a speaker or interviewer, and create in-person events when the timing is right.
A Three-Phased Strategy - Scalable & Practical
Phase 1 - Building the Foundation
I built credibility on LinkedIn by consistently sharing insights and engaging in conversations within the employer branding and TA community, which helped me grow an audience of genuinely engaged professionals. I attend events as a speaker or participant and vlog my key takeaways.
This approach allowed me to develop a strategy grounded in real-world experience rather than theory. Like all effective strategies, it was flexible and could be adjusted for the best results.
Phase 2 - Podcast Conversations
I launched the Employer Content Marketing podcast in 2020, which now streams on YouTube, Substack, Spotify, and Apple Podcasts. It helped me turn followers into engaged listeners.
With over 140 episodes featuring 135+ guests, 700+ followers, and 60,000+ streams, I expanded my reach while strengthening audience relationships.
Guests have included Simon Barrow [Godfather of Employer Brand Management], Joe Pulizzi [Godfather of Content Marketing], as well as agency leaders, founders, and other influencers.
While building my catalogue of podcast episodes, I developed a connection and friendship with fellow podcast host Chris Murdoch [Host of the Employer Bland podcast].
After appearing as guests on each other’s podcasts and sharing lunches in London, we realized we had a shared ambition: to run in-person events and build a community.
In May 2025, we launched Employer Content Club, bringing our digital followings together for in-person events. We positioned it as “the ultimate self-help group for employer content pros and employer branders.” Our first event attracted 15 attendees and received excellent feedback, confirming we were onto something special.
Phase 2 - Community Building
The strategy mission statement provides clear direction and outlines my ambitions. While I have accomplished these goals, the strategy has given me the flexibility I need. Structuring it in three phases ensures that what I’ve built rests on solid foundations.
Content & Conversation in Action
Here are just some of the episodes and events I've produced since 2020.
Results
There’s no final result here. What I’ve built has led to a back catalogue of 135+ podcast episodes, speaking slots at events, trips abroad, and - most importantly - conversations with some amazing people. I’ve also generated revenue through sponsorships, all in the quest to elevate the world of employer branding.