Ep. 14 Stop Posting, Start Strategizing

Mariah MacInnes journalist turned content strategist, host of 300+ episodes, came on to talk about what most businesses get wrong before they ever hit post. The conversation covered the foundations of a real content strategy, how storytelling and selling can coexist without feeling forced, why she takes a TikTok-first approach even for clients who hate TikTok, and what consistency actually means when we throw the word "authenticity" around like it solves problems. ### Key Takeaways - Storytelling isn't a trend. It's the oldest way humans have shared information - The content marketing funnel still exists: awareness, consideration, conversion and stories map to all three depending on their intent - Target audience → business goals → platform selection — in that order. Not the other way around - TikTok-first strategy: what works on TikTok usually works on Instagram. The reverse is not true - Build an email list. - 12-month calendar with seasonal activations lets you plan ahead ### Timestamps / Chapters - **00:00** — Intro - **01:05** — Mariah's background: journalism, PR, internal comms - **03:51** — Is storytelling a buzzword or a real shift? - **08:27** — How to balance storytelling with selling without it feeling forced - **13:55** — Know your brand. Know your platform. Not everything translates. - **14:22** — Where to start when building a content strategy (audience → goals → platforms) - **19:46** — Repurposing, amplification, and when to actually expand channels - 25:38 - The Power of relatability and storytelling in virality 31:56 - Authenticity versus consistency 38:25 - Common content mistakes and strategic pitfalls - **42:20** — Virality: when it works, when it doesn't, and what to actually focus on - **49:56** — YouTube: discovery tool or hosting platform? - **52:47** — Why businesses still chase trends (and what to do instead) - **53:57** — Does timing still matter for posting? - **56:10** — Rapid fire Questions **CONNECT WITH US** **MARIAH MACINNES** - a.k.a. Content Queen Mariah is a content marketer and strategist based in Australia. She approaches marketing with a storytelling-first lens, focused on organic strategies that build real audience connection without relying on trends or paid traffic. She hosts *The Content Queen Podcast*, works with clients across industries on full content strategy and execution. - **Website:** contentqueenmariah.com - **Social:** @contentqueenmariah - **Podcast:** The Content Queen Podcast **JOE BARON** - Founder of the New York creative design agency Branded Baron and the host of Mark It 2 Me. - **Website:** brandedbaron.com - **Social:** @brandedbaron **MARK IT 2 ME -** - **Website:** https://markit2me.com/ - **Social:** https://www.instagram.com/mark\_it\_2\_me\_podcast