BOTMAS: CONTENT STRATEGY

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. 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.
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2. Strategy
Using the research insights, I developed a content mission built around radical transparency, expressed through a "Farm Diary" creative concept: honest, first-person storytelling that gives the audience direct, ongoing access to life on the farm. The strategy maps content across the Hero-Hub-Hygiene model and the customer journey, with a channel plan prioritizing the website as the central hub and Instagram and YouTube as the primary discovery channels.

3. Creation
I developed 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.

4. 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.

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.