Why Brands Need a Platform-Proof Content Strategy

Written By Beth Whiffen

Without a platform-proof content strategy, brands are at the mercy of algorithm changes, platform bans, and shifting social trends.

Our recommendation: 

  1. Develop a content strategy that works across all platforms. Content should be repurposable and adaptable.

  2. Diversify. Never rely on one platform for traffic, sales, or audience growth.

  3. Use social media to build owned assets. Drive traffic to your website, email list, and SMS list—because you own those channels and you do not own your followers.

  • The future belongs to brands that treat social media as a tool—not the entire strategy.

Beth Whiffen

Beth Whiffen is the founder of BWC (Beth Whiffen Communications), where she leads social-first content strategy for top health, wellness, and lifestyle brands. A former Cosmopolitan editor with a master’s in journalism from Columbia University and a BA from Vanderbilt University, Beth brings two decades of storytelling expertise to her work. She blends editorial rigor with strategic marketing to help experts and brands translate their message into high-performing digital content.

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