5 Ways to Reinvent Your Content Strategy (And You Won’t Believe #4!!!)

If I have to read one more content strategy with pillars like “Educate, Promote, and Engage,” I might just hurl my laptop across the room. Okay, maybe not hurl. I do like my coworkers. And let’s be real, tossing a laptop is a waste of a perfectly good MacBook. But you get the idea: I’m tired.

Why? Because too many content strategies feel like déjà vu.

Year after year, the templates stay the same.

And the problem isn’t a lack of ideas, it’s that we trap those ideas in PowerPoint decks and Excel charts instead of setting them loose in the real world.

Think about how you use social media. It probably doesn’t look anything like it did eight years ago. Back then, maybe you were over-sharing vacation photos on Facebook (#yolo). Now, you’re hunting for second-hand furniture on Marketplace or falling asleep to TikToks.

Our content habits have changed. So why haven’t our strategies?

Why are we still publishing three times a week just because a calendar says so?

Agencies and clients alike need to overhaul their thinking. Fast. Otherwise, we’re just widening the gap between brands that intuitively speak the language of social, and those legacy players wasting thousands trying (and failing) to reach slippery audiences.

So how do we reinvent?

1. A content strategy should be a point of view

Too often, strategies get watered down to make everyone on the team happy. But a good strategy shouldn’t please everyone; it should resonate with the right people. To me, a strategy should take a stand.

Look at SSENSE. The luxury retailer built a brand narrative rooted in humour and irony. Their posts feel in sync with the moment, whether they’re styling Coachella outfits or joking about Erewhon’s overpriced smoothies. Their content brings luxury down to earth and makes us feel like if we’re in on the joke, maybe it’s not so out of reach. I doubt they got there with three dusty content pillars. They built a strong voice and managed to stay consistent without being boring. Call me an optimist, but I think this kind of approach is within reach.

2. A point of view doesn’t belong in a Google Slide

Marketing has always lagged behind culture. It’s part of the game. But if it takes us months to write a vision and years to implement it while the world keeps spinning, what’s the point?

In 2025, content strategies need to be living, breathing things. They should help us test ideas, learn and adapt. So why are we still putting them in static PowerPoint decks that collect digital dust? The format has to evolve to match our reality.

3. Content is not a magic fix

Sometimes it feels like content is slapped on like a Band-Aid over a missing arm. Can branded content solve a product or operations issue? Not on its own. But integrated with the broader ecosystem, it can move the needle on awareness, consideration or even conversion.

4. We need to measure the value of attention

Bad news: you’ve got less than 2 seconds to make someone stop scrolling. That means attention is everything.

At Bleublancrouge, we literally changed my job title from “Head of Content” to “Head of Attention Culture” to reflect this shift in mindset. Next step? Putting a real value on attention. From there, we build strategies that honour it.

5. It’s about depth, not headcount

At BBR, we collaborate with specialists, including journalists, researchers, consultants, creators and artists. We’re not trying to keep in-house teams busy; we’re trying to find the right talent for the job.

That means rethinking the business model agencies have relied on for decades. What if we stopped billing by the hour and started pricing the value of our ideas instead? It’s a conversation we’re having right now, and the future is looking pretty exciting.

At the end of the day, consistency doesn’t mean boxing content into rigid pillars. It means telling recognizable brand stories across channels, over and over, in fresh and relevant ways.