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At the company, I worked across content management, social media, copywriting, SEO optimisation, and the occasional email and website content. A lot of moving parts, but all tied back to one goal: making content work better.

I started by studying what already existed. I looked at past content and strategies to understand what was working and what wasn’t, digging into reach, engagement, clicks, and the effort behind each piece. I also spent time understanding the audience, both core and evolving user groups, and the platforms they were actually spending time on.

With these insights in place, I began experimenting. I built on existing successful formats while introducing new ideas, supported by basic social media and hashtag strategies. Content funnels were planned around when users were most active, and adjusted regularly based on insights, performance, and product or brand changes.

Platform-specific strategies were developed for Instagram, Facebook, LinkedIn, Twitter, and Quora. Performance was reviewed around two weeks after posting, and ideas that worked were refined and scaled, while others were reworked or dropped.

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Informational posts focused on breaking down industry knowledge in a way that was easy to consume. The idea was simple: if the brand wanted to sound credible in the construction space, it needed to sound informed. These posts helped educate users while steadily building trust and engagement.

Product and service posts brought the platform’s offerings to Instagram in a way that felt on-brand rather than salesy. New launches, features, and offers were introduced through clean visuals and clear copy, making sure users understood what was new and why it mattered.

Using funny and engaging content relatable to core user groups is a Relatable, light-hearted content played a key role in keeping users interested. Using humour and situations familiar to the core audience helped the brand stay approachable and reach newer users without losing relevance.to keep the users on the hook. It has helped reach many new users as well.

Stories became a space to talk directly to users. They were used to showcase products, spark interaction, and drive traffic to the website. Within two months, story reach tripled, proving that small, consistent engagement goes a long way.

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At a growing construction-tech brand, experimentation was essential. From ad formats to copy and visual styles, we tested different approaches across Instagram, Facebook, LinkedIn, and Google. Each campaign called for a slightly different tone and creative direction, and the learnings from these tests shaped what worked best going forward.

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