A good content strategy for beginners does not start with posting schedules. It starts with a few clear decisions about how you want to show up and who you want to reach. In this article we explore the six questions from the figure you see here in detail: how much to show of yourself, whether to tell your story, which hook to use, what appeal to aim for, which setting to use and whether to create for a local or an international audience. In line with one of our values, discretion, which lets you imagine building an online activity without putting yourself in the spotlight, we want to show how many ways you can appear online today.