CONTENT STRATEGY
Build formats that fit your brand—not the other way around.
Once your brand knows who it is, content gets easier—and better. Strategy is about building out repeatable formats that sound like you and stick with your audience. No gimmicks, just structure that makes sense.
Content strategy is a process of development. You create, observe, adjust. Shares are what I pay attention to most—they mean the content resonated enough to be passed on. Once we know what worked and why, we refine. Strategy only works long-term when it stays true to the brand’s voice, even as formats evolve. That clarity is what keeps trust intact.
San Diego County Fair – 2025
Content Strategist, Videographer, Editor
Overview:
I served as the lead video content creator for the 2025 San Diego County Fair, helping shape its social presence with a focus on clarity, voice, and audience connection. While not every strategic direction was fully adopted across the broader team, I was able to implement and analyze a large portion of the video strategy through content I directly created and edited.
Performance Highlights:
Total Views: 462,585
Reach: 330,317
Shares: 5,894
Total Engagement: 19,337
Key Insights:
Top-performing content consistently aligned with nostalgia, excitement, and informative value:
-
Food reels showcasing new offerings using dynamic transitions and clean lighting
-
“It’s Beginning to Look a Lot Like Fair Time” reel, tapping into holiday-like anticipation
-
The “Mr. Six” homage featuring entertainer Mark Wilder dancing in front of new rides
-
Day vs. Night reel comparing the carnival atmosphere in different lighting conditions
-
“The Fair Without Trending Sounds”—a cinematic, quiet moment reel that resonated as a break from traditional hype content​
Takeaway:
The clearest thing I’ve learned about content for events like the Fair is this: trends don’t matter—formats do. Recaps didn’t resonate because they looked backward. The content that worked looked forward. People want to know what to expect, what’s new, and what they’ll experience when they show up.
Cinematic reels, simple edits, and food previews performed well not because they followed trends, but because they gave people something to look forward to. When you build repeatable formats that showcase what’s exciting—whether it’s new food, rides, or shared moments—you give the audience a reason to stay curious. That’s what drives engagement.
Final Thought
Content strategy isn’t about chasing trends—it’s about clarity. Clarity in who you’re talking to, what you’re trying to say, and how you're choosing to say it. When the content is structured with intention, the audience knows. And when they know, they share.