2 Nightingales00

Social media strategy for in-house teams

Better content.
Less time making it.

I help your team improve what it publishes and the process behind it. Strategy first, then a workflow that gets posts out the door without eating the week.

Book a discovery call See how the assessment works
200,000+YouTube subscribers, from 556 in October 2023
1M+Combined audience across Instagram, TikTok, and YouTube
1 personStrategy through handover. You explain your business once

01 — The problem

Your team creates. Nothing wins yet.

You have people who film, edit, write, and post. You have expertise your customers already pay for. The work going into your content is real. The results do not match it yet.

Two things close the gap.

A strategy that decides what to make before anyone picks up a camera. A workflow that gets it made, approved, and published on time. I fix both with the team you already have. Here is what that looked like on one small team.

0YouTube subscribers, October 2023
0YouTube subscribers, September 2026
0Combined audience across Instagram, TikTok, and YouTube

NOVA Canine Academy. I ran the YouTube channel for founder Ethan Steinberg and did the strategy, filming, and editing behind the combined audience.

02 — The assessment

What the Content Assessment looks like.

I look at your accounts, your competitors, and how a post moves through your team today. You get a written diagnosis and a 90-day plan.

  1. 01

    Discovery

    Short conversations with you and the people who film, edit, write, and post. Nothing to prepare. I want to know how a normal week goes.

  2. 02

    The review

    Your accounts and your competitors, post by post. What performed, what did not, and where each post stalled on the way out. Most teams see their own process on one page for the first time.

  3. 03

    The plan

    A working session on what I found, what to fix first, and what to leave alone. Then the 90-day plan in writing, with the KPIs to judge it by.

Discovery Step 01 / 03

What I tend to hear

“Editing takes the whole day.”
“It sat in approval for a week.”
“We post a lot. Nothing really lands.”
“Honestly, nobody has written that part down.”

One post, idea to published

  1. Idea pickedFine
  2. Shot without a planRe-shoot
  3. Edited, then re-editedA full day
  4. Approval chased by emailA week
  5. Published lateLate
  6. Numbers checked, nothing changedSkipped

Flagged as worth a closer look

What I bring back

A hook and format for each topic Start here
Owners and an approval window Start here
A sponsor offer Worth doing, later
A new platform Not worth it

Ranked by what it earns against what it takes. I will always tell you which ones to leave alone.

03 — The workflow

Seven steps between an idea and a published post.

Every post your team makes moves through these. Most teams have never drawn them. Scroll through where each one breaks and what changes when it is fixed.

01 / 07

Idea

Owner · Strategy

Where it breaks

Ideas come from whoever had one that morning.

What changes

A topic list built from what has already worked, for you and for your competitors.

02 / 07

Plan

Owner · Strategy

Where it breaks

The hook, format, and length get decided in the edit, after the shoot.

What changes

Hook, format, and platform decided on paper before anyone picks up a camera.

03 / 07

Shoot

Owner · Your creators

Where it breaks

Footage is shot without knowing which post it is for.

What changes

A shot list per post. Fewer re-shoots, less footage to dig through.

04 / 07

Edit

Owner · Your editor

Where it breaks

One post takes a day. Most of that time is not making it better.

What changes

Custom templates and tooling built for your brand that accelerate your workflow.

05 / 07

Approve

Owner · Your reviewers

Where it breaks

It sits in someone's inbox for a week.

What changes

Managed approvals across your team, with clear feedback and sign-off at every stage.

06 / 07

Publish

Owner · Your team

Where it breaks

Posted late, or not at all, because nobody owns the calendar.

What changes

A calendar with dates, owners, and post tracking, so you are ready before the day.

07 / 07

Review

Owner · Strategy

Where it breaks

Numbers get looked at. Nothing changes.

What changes

KPIs against a baseline every month, fed back into the next topic list.

04 — Services

Four ways to work together.

Start with the assessment when priorities are unclear. If you already know the problem, start with the service that fixes it.

Service 01 Start here

Content Assessment and 90-Day Plan

Know what to fix first. I review your accounts and competitors, identify the opportunities, and turn them into a practical plan.

  • Account and competitor review
  • Prioritized content opportunities
  • Key performance indicators
  • A practical 90-day roadmap
Discuss an assessment
Service 02 Ongoing

Fractional Head of Social

Give your team experienced direction. I lead the planning and review the work so your people can focus on creating and publishing.

  • Weekly strategic direction
  • Content planning
  • Performance reviews and quality control
  • Ongoing recommendations for your team
Discuss social leadership
Service 03 Project

Content Operating System Build

Make production repeatable. I work through the steps, responsibilities, and approvals that get a good idea published.

  • A documented content workflow
  • Clear team responsibilities
  • An approval process and content calendar
  • Reusable templates and tool recommendations
Discuss your workflow
Service 04 Project

Sponsor Readiness Kit

Give sponsors a clear offer. For podcasts, media brands, and expert-led businesses ready to develop sponsorships.

  • An audience narrative and sponsor inventory
  • A rate-sheet structure
  • Sponsorship package ideas
  • Outreach materials
Discuss sponsor readiness
Spencer Nightingale, Managing Director of Consulting at 2 Nightingales Consulting
Spencer NightingaleManaging Director of Consulting

05 — Who you'd be working with

The person you talk to. The person doing the work.

I know the work between an idea and a finished video. I do it every day at NOVA Canine Academy, where I ran the YouTube channel from 556 subscribers to over 200,000 and did the strategy, filming, and editing behind an audience of over one million.

At 2 Nightingales Consulting I bring that to your team as Managing Director of Consulting. I set the strategy, build the workflow, and hand over scripts, templates, and playbooks. Your people keep creating and publishing.

BasedNorthern Virginia
FocusIn-house social teams

06 — Straight answers

The questions worth asking first.

Because they are busy making content. I set the direction they work from and fix the process around them. Your team keeps its people and gets a plan.

Your team does. I provide strategy, direction, workflows, and materials such as scripts, templates, and playbooks. Client video editing and day-to-day publishing are outside these offers.

Production changes show up within weeks: posts go out on time and take less of the week. Audience results follow the plan and the platform. I set the KPIs before the work starts so you can watch them move.

Consistency without a strategy means consistently producing what is easy to produce. The assessment decides what a winning post looks like for your audience, so your team can make one on purpose.

The ones your customers already use. That comes out of the assessment, not a rule of thumb. Fewer platforms done well beats every platform done late.

Projects are scoped and quoted before work starts. Fractional Head of Social is a monthly retainer. The assessment fee is credited against a retainer signed within 30 days. Numbers come up on the call.

Start here

Let's make better content.

A short call, no pitch. Tell me about your business, what you publish, and where your team gets stuck. You leave with a recommendation either way.

Email Spencer Read the method again

Or write directly — spencer@2nightingalesconsulting.com