Content pillar framework
Three to five clearly defined content pillars with rationale, example topics, and audience alignment for each. Every future piece of content can be mapped to one of these pillars in under thirty seconds.
Editorial Strategy
Does your content have a direction, or just a deadline?
Editorial strategy is the foundation that makes scaling possible. Without it, you're producing volume for volume's sake.
What editorial strategy actually means
An editorial strategy is not a content calendar. A calendar tells you when to publish; a strategy tells you why, what, and for whom. Mintjmint's editorial strategy service starts with your business objectives and works backwards to define the content pillars, audience personas, tone of voice guidelines, keyword priorities, and monthly cadence that serve those objectives. We run discovery workshops with your team, audit any existing content, and deliver a strategy document you can hand to any writer, editor, or agency and get consistent output. This is the document that stops your content feeling random and starts making it feel like a brand.
How the strategy engagement unfolds
The engagement runs over three weeks. Week one is discovery: we interview your key stakeholders, review your existing content and competitor landscape, and map out your audience's core questions and content touchpoints. Week two is synthesis: we draft your content pillars, define your brand voice parameters, and align on publishing cadence and channel priorities. Week three is handover: you receive a fully formatted strategy document, a six-month editorial roadmap, and a live workshop where we walk your team through every section. We don't disappear after delivery — a follow-up call at day 30 confirms the strategy is being applied correctly and adjustments are made where needed.
What you get at the end
Concrete deliverables you can use immediately — not a slide deck full of vague recommendations.
Brand voice guidelines
A two-page voice and tone guide covering vocabulary preferences, sentence structure, what to avoid, and annotated before-and-after examples. New writers get up to speed in a single reading.
Six-month editorial roadmap
A month-by-month publishing plan with topic clusters, assigned channels, and seasonal hooks relevant to your market — ready to drop into your content management tool of choice.
Competitive content audit
A clear breakdown of what your three to five closest competitors publish, at what frequency, and on which channels — so you know exactly where the gaps and opportunities sit in your category.
We'd been producing blog posts for two years with no real strategy. Mintjmint ran their discovery workshop in Nairobi on a Wednesday and by the following Friday we had a strategy document that made us realise how scattered our content had been. Six months on, our organic traffic is up sixty percent.
David Otieno, Head of Growth, Mombasa
Build your strategy before you scale
Get in touch and we'll tell you whether a full strategy engagement or a lighter audit is the right starting point for your team.
Book a discovery call