CONTENT MARKETING STRATEGY FOR International Consultancy, Freshly Ground Stories
ABOUT FRESHLY GROUND STORIES
Freshly Ground Stories (FGS) is a global company rooted in supporting brands, production companies, filmmakers, writers, and creatives across creative industries to navigate the business of storytelling. Bringing in over 15 years of experience in the business and legal areas of technology, music, media and entertainment, they offer three core services to empower clients in overcoming challenges, exploring new business opportunities, and transitioning into new ventures - whether it’s launching a startup idea or making a career change at 40.
FGS’ three core services:
Business Affairs
Coaching
Knowledge Exchange
THE CHALLENGE
In the summer of 2025, Izzy (founder of Freshly Ground Stories) reached out to bring me in as a strategic marketing partner ahead of her upcoming event on September 28th, Grounded in The City. The event would be an intimate, invite-only gathering designed for creative thinkers, cultural makers, founders, and storytellers in Amsterdam.
My role leading up to this event was to increase brand awareness and momentum around their brand pillars, but without relying solely on direct event promotion.
While FGS already had a strong marketing foundation and clear values, they wanted to further build on these across online channels (i.e., LinkedIn, Instagram, Web). My main task was to provide strategic marketing input and co-create a scalable content roadmap.
Specifically, the challenge focused on:
Strategic Guidance: To co-develop a narrative-forward strategy that reinforced FGS’ brand pillars in a natural and organic way.
Content Roadmapping: To build a scalable, practical, and efficient content plan supporting the short-, mid-, and long-term marketing needs of FGS.
MY APPROACH
Attend internal meetings and integrate with existing teams
Run regular strategy sessions
Collect and build upon feedback consistently
Review and optimize existing content frameworks
Create a practical, scalable, and efficient content roadmap/framework
Provide content angles, copy starters, and recommendations for execution
Offer best practice insights and overall guidance across channels: Substack, LinkedIn, Instagram, Web, and Email
THE DELIVERABLES
Over the course of the collaboration (part-time throughout July – October 2025), key deliverables included:
A cadence of 5-6 working/collaborative sessions
A scalable content roadmap including:
Content calendar template with suggestions, themes, and angles aligned with brand pillars
Multi-channel insights and recommendations, including:
Social media best practices (LinkedIn, Substack, Instagram)
Email automation guidance
Light-touch web content input
SEO insights and platform guidance (incl. Substack’s SEO impact)
Post-event social media reel concept
Throughout documentation, including: meeting notes, wrap-up report/strategy deck, resource links, and other supporting documents
The Impact
“Working with Kyra was a pleasure and uncomplicated. Exactly the kind of support you need when running a business.
She took the time to really understand the brand first, and made sure the scope was drilled down to what the business actually needed. What made the work particularly impactful was that she joined internal meetings and integrated her scoping exercise into what our team had already built, which made the whole process feel smooth and efficient. That upfront clarity paid off. Kyra helped us build a strategic content system that matched our pace and values. No overengineering, just what worked.
Kyra brought a generous and thoughtful approach to shaping what would serve Freshly Ground Stories, and it showed in both the process and the outcomes. Still using the systems months later. Highly recommend.”
— Izzy Abidi, Founder, Freshly Ground Stories
