Stop chasing every platform. Start building content that moves your business forward.

A conversation with Shawn Teasley of Social Tonic and Alli Berry of Alli Berry Consulting, on building a content strategy around your business goals, not your to-do list. Recorded August 13, 2025.

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If you’re bookmarking every marketing strategy you come across but never have time to actually implement any of them, you’re not short on ideas. You’re short on a system.

Most content advice is built around platforms, not businesses. It tells you what to post, where to post it, and how often, without ever asking what you’re actually trying to accomplish. The result is a lot of activity that keeps you busy without moving anything forward.

This session was about fixing that.

What we covered

Building a content strategy around your business goals Before worrying about platforms or channels, you need a framework for deciding what content to create and why. We walked through how to build one.

Content pillars that speak to your ideal client’s real problems Not vague themes. Specific angles that connect what you do to what your clients are actually struggling with.

A practical repurposing system How to take one piece of content and make it work across your website, newsletter, social media, and Google Business Profile without starting from scratch each time.

How AI fits in without taking over Where AI genuinely helps with content development, and where it makes things worse. We talked through both.

SEO in plain language What’s changed, what still matters, and how to prioritise without getting buried in keyword research.

When to outsource and when to hold on How to identify which parts of your content work are worth handing off, and how accountability structures can help when you’re not ready to delegate.

Our Expert Panel:

This session is part of the ongoing Female Founders Roundtable.