I came into the metaphor assignment thinking it would be the easiest part of the course. You pick an image, you map it to your concept, done. Turns out that's exactly the wrong way to approach it. My concept was community building. I sat with it for longer than I expected. Everything I tried felt like something I had read before —a garden, an ecosystem, a living organism. All technically correct. All completely flat. I ended up with a city. Not because it was clever, but beca

It started with a Monday morning feeling. Opening Slack, seeing what my colleagues are working on, and immediately wanting to know more. A different project angle. A course discussion I missed. A reading someone recommended in passing. Classic FOMO – except I was studying it at the same time. FOMO shows up everywhere in content strategy. It's one of the core mechanics behind how feeds are structured, how newsletters build loyal readers, how brands time their campaigns. I kne

EHU Times is a student media platform that has been running for years. Interviews, news, opinion pieces, creative writing, event recaps — students were genuinely producing content, and a lot of it. My first project for my Content Strategy Master’s was figuring out why. The audit that changed how I saw the problem I went in expecting to find a content gap — too few posts, wrong topics, not enough frequency. What I found instead was the opposite: 195 pages, formats ranging from

When I started the program, I thought I already knew what “good content” meant. I’d written enough captions, edited enough copy, and rewritten enough “About Us” pages to trust my gut. Content felt intuitive. You look at a brand, you feel its vibe, you write something that matches. Done. Then came Message Architecture. I remember sitting in our first session thinking, okay, this is going to be another vocabulary lesson. Tone. Voice. Personality. I’d heard it all. But the subje

Why what you post and what people see are two different things You’ve probably scrolled past a brand’s post and felt something was off — even if the photo was beautiful and the caption was fine. That feeling has a name: the Brand Perception Gap. It’s the distance between what a brand intends to say and what its audience actually receives. And in my experience working across hospitality, beauty, and startups, it almost never comes from bad design. It comes from a missing strat