BOTMAS: CREATIVE BRIEF

A Full content strategy brief for a regenerative farm

As my final assignment for the Masters in Content and Media Strategy, I developed a complete, action-ready content strategy for Botmas, a regenerative farm based in Friesland — covering everything from audience research to content ideas and an implementation plan. Botmas' challenge was to become visible beyond its existing customer base and reach a new audience open to organic food.

The Steps

1. Defining the problem
Despite a unique product and investment in advertising, Botmas' content wasn't standing out or driving engagement — pointing to a problem in the awareness and consideration stages of the funnel. To understand why, I started with a content audit of the existing channels.

2. Audience research and Persona
Based on existing research and the brand's goal, I made a selection of an ideal target audience for Botmas. I then combined this existing research with semi-structured interviews with the target audience to understand habits, motivations, and barriers around organic food.

A central insight came out of these interviews: the audience's hesitation wasn't a lack of interest, but unresolved doubt about whether organic actually delivers on its promises, and a need for transparency around the topic.

3. Strategy
Using the research insights, I developed a content mission built around transparency, expressed through a "Farm Diary" creative concept: honest, first-person storytelling that gives the audience direct, ongoing access to life on the farm and helps the audience make more informed food choices that align with their values.

The content is planned around the 3H-model and the customer journey, with a channel plan prioritising the owned platform - the website - as the central hub and Instagram and YouTube as the primary discovery channels.

4. Creation
I developed multiple detailed content formats and briefs built around the Farm Diary concept — honest, first-person storytelling giving the audience direct access to life on the farm. For instance an interactive farm diary features weekly short-form video diary entries that both educate the audience about regenerative farming and build a more personal and emotional connection to the farm.

5. Implementation
A channel plan, content calendar, atomization guidelines, and a distribution plan across owned, earned, shared, and paid media to bring the strategy to life and get it in front of the right audience.

The content domain brings together the brand’s expertise, audience’s needs and current trends

The creative concept is based on research insights and is the uniting angle of all the content

Feasible and repeatable content format ideas were provided with examples of atomisation and guidelines for publishing times and platforms

What was delivered 

  • Environment analysis: Brand analysis, competitor analysis, and macro-analysis mapping the brand's internal position and external content landscape.
  • Content audit: A review of Botmas' existing channels such as the website and socials, identifying tone, format, and content gaps, with recommendations for what to keep, fix, or add.
  • Audience persona: A detailed persona built from interviews and existing research.
  • Customer journey map: Touchpoints, content needs, and gaps mapped across the full journey from awareness to loyalty.
  • Creative concept: The overaching concept of the content made to fit both the brand and audience's needs
  • Creative guidelines: Direction for narration style, visual treatment, and content tone to keep the concept consistent across formats.
  • Content format examples: Detailed briefs for content formats based on the audience's needs, and atomization ideas for each.
  • Content calendar: A one-month example calendar with posting cadence, task breakdown, and atomization guidelines per platform.
  • Distribution plan: A breakdown with specific promotional tactics for each channel.
  • Monitoring & KPI framework: KPIs and metrics to track the strategy's performance.
  • Budget & feasibility recommendations: Estimated costs, tools, and resourcing needs to support implementation.