#HarvardInTheRealWorld

[laurafaritos]

HDMS049. What Even Is a Content Strategy? (And Why Comedians Should Care)

Welcome to another recap of my marketing studies at Harvard (yes, I’m still doing the program and yes, I’m still relating it to comedy).

This one’s all about SEO content strategy—which sounds boring, but stick with me: it’s literally the blueprint for getting people to find your shows, your site, or even your funniest TikTok.

In Module 4.2.1, we learned how to structure content so that Google understands it, recommends it, and rewards you with actual traffic.

Why should comedians care? Because if your show is about ghosts, sex ed, or immigration (hi, mine are), you want strangers who are into ghosts, sex ed, or immigration to find you.

That’s what this post is about: making the internet work for you while you sleep (or scroll endlessly instead of working on your set).

In this module, we focused on the third pillar of SEO: content. Unlike technical tweaks or link-building, content strategy is all about telling your brand story in a way that resonates with your audience—and the Google algorithm. We were taught to build a strong content strategy by asking six big questions:

Who are you talking to? Your target segment matters. OOFOS, the case study brand, wanted to reach “Workout Warriors,” so their tone and topics had to appeal to fitness-savvy folks, not just any casual shopper.

What problem are you solving? Good content starts with understanding what your audience is searching for. Are they looking for recovery shoes after a marathon? Or comfy footwear after a 12-hour hospital shift?

What makes you different? You have to highlight your unique value. For OOFOS, it’s their proprietary “OOfoam” technology—what’s your brand’s version of that?

What format works best? A blog post? A video? A meme? The format should match both the message and the platform your audience lives on.

Where will the content live? Website, YouTube, email, TikTok—your distribution strategy matters as much as the content itself.

How will you measure and improve it? Tracking engagement, refreshing stale posts, and testing new formats are part of keeping your content (and rankings) alive.

We also learned that content keywords live at different parts of the funnel—from general searches at the top (“best shoes for tired feet”) to hyper-specific ones at the bottom (“buy OOFOS recovery shoes online”). The smartest strategy starts at the bottom and works its way up.

And finally, OOFOS leans into authentic testimonials—from athletes, yes, but also from real people with aching feet. Those reviews help boost both credibility and search visibility.

Now, how does that apply to me as a comedian?

This section broke my brain (in a good way) because I finally understood why so much of my work gets lost online—even when the actual content is good. As a comedian with multiple shows and creative projects, I’ve often treated SEO and content strategy like… a bonus. But it turns out, it’s the core architecture of discovery.

Let’s break it down.

Target Audience: I used to think “the general public” was my audience. Nope! Haunted Comedians, for example, is for comedy fans who are also emotionally unhinged Halloween kids. Foreigners in Toronto is for immigrant nerds trying to survive with their sense of humor intact. Failed By Sex Ed is for people who were given bananas and silence in health class. Each of these deserves its own tone, keywords, and approach.

Problems I'm Solving: My shows don’t just make people laugh—they validate experiences, challenge stereotypes, and provide education (with jokes). That means people are likely googling phrases like “immigrant comedy Toronto,” “funny sex ed podcast,” or “haunted standup Halloween Toronto.” These are now clues for content.

My Unique Value Proposition: I mix standup with storytelling, personal identity, and high-concept formats. And I’m a Brazilian autistic immigrant talking about sex and ghosts. There’s literally nobody else doing this combination—which means I can own these keywords.

Formats: I can be strategic! Blog recaps of shows. Behind-the-scenes podcast snippets. TikToks explaining niche immigrant moments. Longform essays on Tumblr. Each format has a purpose now.

Channels: Right now my content is scattered across platforms. But this module made me realize the need for centralized hubs—like a proper website that serves as a searchable home for each of my creative projects.

Measurement + Refresh: Instead of abandoning posts that “didn’t do well,” I now know how to refresh them with better titles, hashtags, or metadata. I’ve been treating content like a one-shot—when it’s actually recyclable gold.

You don’t need to be a marketing expert to start building your content strategy—you just need to think like one. Here's how comedians at any stage of their career can use this framework:

1. Start With Your Audience

Ask yourself: Who are your people? If you’re a neurodivergent storyteller, a queer club comic, or someone who does absurdist character work—say that! Create content that attracts your crowd instead of trying to be universal.

2. Know What They're Searching For

Use keyword research tools like Google Trends or even just autocomplete to find phrases your audience might be typing. “Best open mics in Toronto,” “comedian explains ADHD,” “funniest standup on Brazilian moms.” These aren't just funny set-ups—they’re search terms that can bring people to your work.

3. Show What Makes You Different

Don't water yourself down. Embrace your niche. Whether you mix comedy and poetry, or you're a stand-up who also makes zines, that uniqueness is your leverage.

4. Create Across Formats

You don’t have to be on every platform. Pick one or two that match your vibe. Maybe you blog after every set. Maybe you record funny voice notes and upload them as podcast shorts. Maybe your flyers go viral on Instagram because they’re chaotic perfection. Consistency wins over quantity.

5. Own Your Channels

Have a website. Have a Linktree. Build an email list. Don’t rely solely on Instagram or TikTok—because the algorithm is not your friend, it’s your landlord.

6. Check Your Metrics (But Don’t Obsess)

Look at what’s working: which posts get shares? Which emails get opens? Then try to do more of that. And if something flops? Maybe it just needs a new title, new image, or a better hook—not a funeral.

Thanks for reading! In this module, I learned how content strategy plays a critical role in search engine optimization and audience connection. I applied these lessons to my own comedy projects like Haunted Comedians, The Foreigner Diaries, and Failed by Sex Ed by identifying what my audience searches for, shaping my unique value proposition, and choosing formats and platforms that reflect my artistic voice and accessibility needs. If you're a comedian trying to be found without selling out, SEO content strategy might just be your new bestie. I hope this was as helpful to you as it was to me. Tchau tchau <33