Let me ask you something—have you ever wondered if one content strategy can work for all businesses, especially if they’re in the same field?
You’d think yes, right? Same industry, same services—so same rules?
Well… no. And here’s why.
Let’s talk through some real stories I’ve seen and break this down together.
What Is a Content Strategy?
In simple words, a content strategy is your game plan for what to post on social media and why. It’s the mix of content types, tone of voice, visuals, copy, and mood you create online. It helps your audience understand who you are and what kind of experience they’ll get from your brand.
It’s not just about posting beautiful pictures or following trends. It’s about knowing what your brand stands for and showing that in a way your ideal client connects with.
Some businesses want to look friendly and casual. Others aim for premium, elegant, or bold. Your content should match that feeling.
How to Decide on the Right Strategy?
The first question is:
Where is your business going, and how do you want to be seen?
Then comes everything else:
- Who are you talking to?
- What makes your brand different?
- What content feels natural for your audience?
- What do they want to feel when they see your posts?
- And how much effort and budget can you really invest?
Now, let me walk you through a story from real life. This example sticks with me to this day.
The High-Class Restaurant That Was Missing Something
There’s a cozy, local restaurant in town. They serve Armenian and Caucasian cuisine, and the owner is super proud of the chef and the beautiful menu. You can tell they care about quality.
They’re trying to position themselves as a high-end restaurant. And to support that, they’re investing in expensive, high-quality reels. You see videos showing their classy interior, well-set tables, soft lighting—sometimes even a shot or two of the food.
But here’s the thing. Something’s missing.
The food doesn’t call you. It looks pretty, but not mouthwatering. You don’t feel the flavors through the screen. You don’t crave it.
That’s because the content is too polished and not emotional. What this restaurant really needs is content from real food lovers. Bloggers, vloggers, or even customers capturing juicy bites, stretching cheese, sizzling sounds—those imperfect, real moments that make you say, “I need to try this!”
In this case, high-quality visuals alone weren’t doing the job. They needed emotion. And that comes from people, not just fancy cameras.
The Classy Hotel with the Wrong Content
Here’s another example.
I once worked with a newly opened hotel. The space was stunning—elegant design, calm atmosphere, luxurious service. They wanted to attract high-class guests, and they were doing a good job with service and pricing.
But the content? That was a different story.
Their marketing team used the same style of content they had made for smaller guesthouses and casual cafés. Basic iPhone stories, rushed photos, unprofessional copy, random emojis… nothing about it said “premium experience.”
Worse, they didn’t keep a consistent tone. Their DMs didn’t match the mood they were trying to create. Their captions were too casual. The brand message felt confusing. And that’s when I realized—even the most beautiful business can lose value online with the wrong strategy.
That hotel should’ve used soft music, slow pans across rooms, elegant fonts, thoughtful captions, and guest testimonials that reflected peace, luxury, and care.
But because the content didn’t match the brand, it wasn’t speaking to the right people.
Why Strategy Can’t Be the Same for Everyone
Even if two businesses are in the same industry, they’re still different. They may sell the same thing, but:
- Their goals are different.
- Their budgets are different.
- Their audience types are different.
- Their location, their story, their vibe—it’s all unique.
This is why copying someone else’s content strategy can do more harm than good.
You might think, “Oh, it worked for them, let’s try the same.”
But it won’t feel real. And if it doesn’t feel real, people won’t connect with it.
Final Thoughts
Social media content strategy isn’t just about posting.
It’s about storytelling. Emotion. Positioning. Feeling.
Whether you’re running a restaurant, hotel, or online store, your content should reflect who you really are—and who you want to attract.
Don’t be afraid to mix polished and raw. Don’t chase trends blindly. And most importantly, don’t assume what works for others will work for you.
Your business is not a copy of anyone else’s.
So your content strategy shouldn’t be either.