Content Strategy for Forbes Club

Forbes Club is a private business club with a strong name and a blurry content function. I came in as an outside consultant and content strategist — over a short engagement I wrote the club's content-marketing strategy and assembled a marketing team that can carry it forward.

Context and task

The Forbes name works on its own, but the content function around it was blurry — unclear what the club says to its audience, in which formats and by whose hands, and how all of it adds up to one brand voice. A strong brand without a clear content strategy loses part of its influence simply by not using its own name.

The task was narrow and fast — in a short engagement, give the club two things: a content-marketing strategy and a team that can carry it.

Solutions

1. A content-marketing strategy: positioning, key formats, tone and a production model
2. A map of how the club talks to its audience, with priorities by format and platform
3. A marketing team structured and hired to fit the strategy: roles and areas of responsibility

I started with a diagnosis — how the club communicates now, where its strength leaks away, what an audience expects from a brand of that level. On that base I built the content-marketing strategy: content positioning, key formats, tone and a production model you can run systematically and on a regular rhythm.

The second half of the work is people. I assembled a marketing team to fit the strategy — roles, competencies, who owns what, and how the team plugs into the life of the club. The point of a consulting engagement is that once I step out, the club is left not just with a document but with the people who work from it every day.