Tree Naturals
TreeNaturals has been in the running for 14 years with genuine, hard-won natural haircare expertise. The team understood working ingredients but that knowledge wasn’t translating into videos for customer desire as they scroll, search, and save.
Category:
Haircare Business
Role:
Content Developer
Read:
2 minutes
Location:
Remote
Date:
The Brief: Start With The Person, Not The Post
For TreeNaturals, I began by identifying a disconnect between the business's 14 years of genuine haircare expertise and the way that expertise was being communicated to people scrolling, searching, and saving content. I recognized three audience-centered problems: 1. The expertise wasn't reaching a clearly defined audience. 2. Inconsistent content made the brand harder to recognize and trust. 3. Viewers weren't being clearly guided toward what to do next. My UX background pushed me to think about audience first: What are they struggling with? What are they searching for? What would make them stop scrolling? What would make them trust this brand? What information would actually be valuable enough to save or share? This empathy translated into strategy.
The Process: Strategy Is A System
I built a system for learning what the audience needs, creating around those needs, and using their behavior to improve the next content cycle. I researched the audience and performance, then translated those findings into: Content Planning I developed content pillars and calendars around audience needs, behavior, brand identity, funnels, scheduling realities, and SEO signals. Strategic Creative Direction I planned shot lists, music, voiceovers, on-screen text, hooks, and visual direction so every piece had a purpose before production began. Audience-First Storytelling I wrote scripts designed to make information educational, entertaining, digestible, and relevant to the person watching. Collaborative Execution Rather than leaving an editor to interpret a vague idea, I created written briefs and visual references so the intended experience could actually be executed consistently. SEO + Platform Optimization I considered how people search and how platforms distribute short-form content. Performance Iteration I treated analytics as behavioral feedback and asked; What did people watch? What did they save? What did they share? What made them come back?
The Results: Maximizing What The Client Cares About
I didn't try to sell a viral video. I built a content system that helped the audience discover the client's business, understand its value, trust their expertise, and know what to do next. My goal with every client is to understand their business, their values, their ideal customers, and to develop a strategy that works for them.
