Katie said it at the very end of our call, almost as an afterthought…

“I didn’t get a chance to say, but the playbook is great. It’s a huge document.”

We’d been on for forty minutes at that point. We reviewed content, fixed a logo problem, talked through CTAs, and figured out ManyChat. Then, right as we were wrapping up, she slipped that in.

I laughed because “huge” is fair. At kickoff, I literally told her, “There will not be a final.”

But I kept thinking about it after we hung up. You don’t call a document huge unless you’ve actually scrolled through it.

She opened it.

She read it.

And honestly? That’s all I want.

We started building these playbooks because I got tired of handing people a strategy they couldn’t use. (You know the kind.) A slide deck that makes total sense in the meeting and then sits in a folder somewhere, never opened again.

The people I work with don’t have time for that.

They’re running companies.

They’re taking calls with a kid on their lap.

They’re doing fourteen things before nine in the morning.

What they need is something they can open on a random day, after they’ve forgotten everything we talked about, and still know what to post next.

So that’s what we make.

Katie’s came out to 67 pages:

• Competitor analysis (my favorite part, every time)
• Six content pillars
• A brand voice guide
• A caption-writing checklist
• Keywords to use and keywords to avoid
• Seasonal content, mapped out month by month (thank you, Ryann)
• Canva templates
• A content calendar she can actually work from

When she said it was huge, I told her the truth. I’m sure it’s a lot on the receiving end… but we’re social media managers. We live for a document. 😂

Here’s the deal, though. Nobody grows their Instagram by reading a PDF. (I wish.) What the playbook does is make sure that when Katie opens Instagram on a Wednesday, she isn’t starting from zero. She knows what to post and why.

She still has plenty of work ahead. (That’s what our weekly coaching calls are for.) But she has a plan now, built for her business and not copied from someone else’s.

I still think about the version of me who needed that. Eleven o’clock at night, Googling “how often should I post on Instagram,” getting seventeen different answers… and posting nothing.

She would have loved a huge document.

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If you want the details on what goes into a social media strategy playbook, here it is:

Content Strategy Playbook: $1,200

NOTE: Our clients LOVE this. We give them a comprehensive document outlining the following:

• Kick-off Call to Review Goals + Business
• Content Pillars + Topics
• Competitor Analysis
• Hashtags/Keywords Research
• Recommendations for:
  • Platform-Specific Best Practices
  • Integration of Social Media with other Marketing Channels (Email, Ads, etc.)
  • Brand Voice
• Quarterly Marketing Calendar Template
• Six Branded Canva Template Designs

In essence, we’ll be handing you the digital tools you need to do your own social media marketing (and more!) plus templates to help you stay organized and keep your social media feed on-brand.