Mariah MacInnes journalist turned content strategist, host of 300+ episodes, came on to talk about what most businesses get wrong before they ever hit post. The conversation covered the foundations of a real content strategy, how storytelling and selling can coexist without feeling forced, why she takes a TikTok-first approach even for clients who hate TikTok, and what consistency actually means when we throw the word "authenticity" around like it solves problems.

Key Takeaways

• Storytelling isn't a trend. It's the oldest way humans have shared information
• The content marketing funnel still exists: awareness, consideration, conversion and stories map to all three depending on their intent
• Target audience → business goals → platform selection — in that order. Not the other way around
• TikTok-first strategy: what works on TikTok usually works on Instagram. The reverse is not true
• Build an email list.
• 12-month calendar with seasonal activations lets you plan ahead

Timestamps / Chapters

• 00:00 — Intro
• 01:05 — Mariah's background: journalism, PR, internal comms
• 03:51 — Is storytelling a buzzword or a real shift?
• 08:27 — How to balance storytelling with selling without it feeling forced
• 13:55 — Know your brand. Know your platform. Not everything translates.
• 14:22 — Where to start when building a content strategy (audience → goals → platforms)
• 19:46 — Repurposing, amplification, and when to actually expand channels
• 25:38 - The Power of relatability and storytelling in virality
  31:56 - Authenticity versus consistency
  38:25 - Common content mistakes and strategic pitfalls
• 42:20 — Virality: when it works, when it doesn't, and what to actually focus on
• 49:56 — YouTube: discovery tool or hosting platform?
• 52:47 — Why businesses still chase trends (and what to do instead)
• 53:57 — Does timing still matter for posting?
• 56:10 — Rapid fire Questions

CONNECT WITH US

MARIAH MACINNES - a.k.a. Content Queen Mariah is a content marketer and strategist based in Australia. She approaches marketing with a storytelling-first lens, focused on organic strategies that build real audience connection without relying on trends or paid traffic.

She hosts The Content Queen Podcast, works with clients across industries on full content strategy and execution.

• Website: contentqueenmariah.com
• Social: @contentqueenmariah
• Podcast: The Content Queen Podcast

JOE BARON - Founder of the New York creative design agency Branded Baron and the host of Mark It 2 Me.

• Website: brandedbaron.com
• Social: @brandedbaron

MARK IT 2 ME -

• Website: https://markit2me.com/
• Social: https://www.instagram.com/mark_it_2_me_podcast