Creating content that resonates with an audience is no easy feat. How do you ensure your posts catch attention and keep people coming back? This week, Angela McLean, a Senior Copywriter at Accenture, joined us to share her journey and insights on crafting powerful content strategies. With over 15 years of experience, Angela offered a masterclass on how to navigate the complex content marketing funnel and connect meaningfully with audiences.
Angela’s story began when she published her first article at just seven years old—a concert review of Hillary Duff! This love for storytelling turned into a successful career, leading her to work with top publications like the Toronto Star and MUCH.com. Her early experience as a youth writer for these outlets gave her a unique perspective on creating content that speaks to a specific audience.
So, what makes a great content strategy? Angela broke it down into three stages: TOFU, MOFU, and BOFU—terms that might sound unfamiliar but are crucial to any content marketer. TOFU (Top of the Funnel) is all about catching your audience’s attention with broad and engaging content. MOFU (Middle of the Funnel) focuses on nurturing those leads by educating them further. Finally, BOFU (Bottom of the Funnel) is where the magic happens—converting those leads into customers through decision-stage content like free trials and customer success stories.
Angela emphasized that understanding which stage your audience is in can help you tailor your content effectively. Have you ever considered whether your blog post or social media update is aligned with your audience’s current needs? This was an eye-opener for me, as I realized how much more strategic my content planning could be!
One of Angela’s most memorable pieces of advice was to create series-based content. Whether it’s a monthly interview series or weekly thematic posts, this approach builds anticipation and keeps people coming back for more. It’s a strategy that I’m excited to try in my own projects. Think of it as turning your blog or social media page into a Netflix series—once people are hooked, they’ll be eagerly awaiting the next “episode”!
Angela’s experiences navigating the ever-changing social media landscape also taught us the importance of staying flexible. Have you ever spent hours perfecting a post, only to have it get lost in the algorithm’s shuffle? You’re not alone! Angela shared that dealing with unpredictable algorithms is one of the biggest challenges content creators face. Her solution? Experimentation and persistence. “Sometimes, it’s just about timing and luck,” she explained, “but by adapting and repurposing content, you can give each piece a new life.”
If there’s one thing I took away from Angela’s talk, it’s the value of authenticity. Whether you’re engaging with your audience through direct messages, comments, or creating behind-the-scenes content, showing your brand’s human side is essential. During her time at Toronto Met’s alumni office, Angela engaged directly with students using hashtags and personalized responses, which boosted engagement and built a strong community. It’s a reminder that people connect with people—not just brands.
Angela’s advice to aspiring content strategists? Get hands-on experience with tools like Canva for design and Hootsuite for scheduling posts, and always look for opportunities to repurpose content. Start small, experiment often, and don’t be afraid to take risks.
How are you planning to refine your content strategy after learning from Angela’s experiences? Share your thoughts below!