SOCIAL
MEDIA

The brands that win on social aren't the ones posting the most — they're the ones that make people feel something. Belonging, inspiration, education, entertainment. The best social media strategy isn't really a content strategy at all, it's a community strategy.

People follow brands for the same reason they join clubs, support football teams or buy into a lifestyle — they want to belong to something. The moment a brand figures that out and stops thinking about social as a product delivery mechanism, everything changes.

How I Approach it

Organic and paid serve completely different purposes and I treat them that way. Organic is your brand's true voice — it's where you build community, add genuine value and create the kind of content people actually want to see. Paid is your outreach engine — lead generation, acquisition and new sales funnels reaching people who don't know you yet.

Both matter. But conflating the two is where a lot of brands go wrong — running paid-style content organically and wondering why nobody cares.

The Work

PGR Timber

Growing LinkedIn From 40k to 310k

The turning point was a strategic pivot away from product-led content. Rather than posting vehicle updates and trade offers, we shifted the focus to what was actually happening inside the branches — the people, the stories, the human side of a trade business. That shift from company content to community content drove the reach from 40k to 310k organically and transformed LinkedIn from a dormant channel into one of the most engaged in the mix.

It's a straightforward lesson that most B2B brands still haven't learned — people connect with people, not products.

Jetts Colchester

Form Friday

Nearly three years ago I launched Form Friday — a weekly content series built entirely around education and community. Every week without exception the team delivers a training tip, exercise breakdown, nutrition insight or myth-bust — tackling the questions members feel too intimidated to ask out loud.

The goal was never reach or engagement for its own sake. It was about breaking down barriers, building genuine relationships with members and adding real value to people's fitness journeys. The fact that local competitors have tried to replicate it and failed says everything about what happens when you copy the format without understanding the purpose behind it.

Not a single week missed in nearly three

years. That consistency is the strategy.

Jetts Colchester

Day to Day Social Strategy

The wider social strategy at Jetts is built around value-added content with a considered sprinkle of sales — not the other way around. Video performs particularly well and the site team are increasingly involved in generating authentic stories content that creates real engagement with the local community rather than polished brand content that feels distant.

Getting the team involved in content creation is a deliberate choice. It puts real faces to the brand, builds trust with the local audience and creates content that no marketing budget could replicate.

By The Numbers

LinkedIn reach grown from 40k to 310k organically at PGR Timber
Form Friday — consistent weekly content series running for nearly 3 years without interruption
Social strategy spanning B2B trade, fitness, education and e-commerce sectors

Platforms

LinkedIn · Instagram · Facebook · TikTok · Snapchat

SOCIAL MEDIA

The Work

By The Numbers

Platforms

SOCIAL
MEDIA