BTS How I Plan My Content Marketing Strategy Around My Message
Cozypreneur Episode 38
If you’ve ever felt like you’re starting from scratch every time you sit down to create content, you’re not alone, and you’re not doing anything wrong – likely you’re just missing a content marketing strategy.
In this post, I’m pulling back the curtain on how I actually use the messaging framework I teach inside Copy Classroom to plan out my content with intention and ease. This is part four of the Showing Up With Clarity series and a behind-the-scenes look at how I build content that feels aligned, consistent, and conversion-focused.
I’m walking you through how I batch podcast episodes, write supportive emails, and approach SEO (even as a non-techy introvert), all while staying rooted in real voice-of-customer data, not just guesswork. This is how I create a cohesive marketing experience that connects and converts.
Start With Messaging, Not Just Content
Before I ever write a social post or email, I start with the message. That means:
Listening to my people (actual client convos > assumptions)
Looking for patterns in what they say, ask, and struggle with
Using my messaging framework (PASPY: Problem, Assessment, Solution, Product/Offer, You/Brand) as the foundation
Once that’s in place, I can zoom out and create content that supports the entire customer journey, without feeling like I’m reinventing the wheel every time I show up.
Content Marketing With Less Guessing, More Intention
When I first started out, my “strategy” was a giant Google Doc of content ideas I’d scroll through every day. I was posting consistently but with no bigger picture; just vibes and guesswork. Now, I plan around themes that align with my offers and SEO goals.
My monthly flow looks like:
Plan podcast episodes (this series is a great example; five episodes built around messaging clarity)
Record and batch podcast content
Use the episodes as the core content source
Repurpose into emails and social posts (with different lenses and layers of depth)
Optimize with SEO keywords for long-term discoverability
This structure saves time, supports conversions, and helps me stay grounded in what actually matters: the people I’m here to help.
Why I Lean Into SEO Now (And What I’ve Learned)
I didn’t always prioritize search engine optimization, but as I’ve taken breaks from social media and shifted toward long-term discoverability, SEO has become a major focus. With just a little effort (and a lot of consistency), I’ve already seen growth in website traffic. And here’s what’s made the difference:
Choosing themes my people are already searching for
Incorporating keywords into episode titles, blog headers, and body text
Embedding my podcast into blogs so I get both traffic and trust
If you’re tired of chasing trends or feeling glued to Instagram, SEO might be the quieter, steadier answer.
Your Content Marketing Framework Should Serve More Than Just Your Feed
The PASPY framework I use in Copy Classroom doesn’t just help you write better content; it helps you have better conversations. Whether you’re writing an email or chatting with a potential client at a networking event, having clarity on your message makes it easier to articulate your value.
It’s not about saying everything in one piece of content. It's about slowly guiding your audience, piece by piece, through the journey from “I’m stuck” to “I trust you.”
Want Help Building Your Messaging Framework?
The free Copy Rubric walks you through my PASPY method and helps you identify what you’re doing well and where your copy might need a little more love.
And if you want personalized feedback on your content, check out Copy Classroom. It's where you’ll get structure, strategy, and my eyes on your copy.
Resources Mentioned:
Connect with Stacy:
Website: Stacy Braga Copy Studio
Instagram: @stacybragacopy
Threads: @stacybragacopy
Podcast Credits:
Podcast edit by: Chelsea Koenigsknecht of KC Virtual, Instagram: @KC_Virtual
Music by: teodholina, teodholina - Pixabay
