Contents
Inside this guide
01About the Brand
02What the Brand Is Trying to Build
03Who We Are Talking To
04How the Audience Thinks
05The Main Brand Umbrella
06Content Territories
07Territory 1 — Digestion
08Territory 2 — Gut Health
09Territory 3 — Hormones
10Territory 4 — Women's Hormonal Health
11Territory 5 — Men's Hormonal Health
12Territory 6 — The Gut-Hormone Connection
13Territories Are Not Rigid Boxes
14The 6×5 Content System
15The Five Core Content Formats
16Format 2 — Stop Doing This
17Format 3 — The Guide / Checklist
18Format 4 — Do This Instead
19Format 5 — The Breakdown
20Save-Worthy Content Is the Goal
21The Content Creation Process
22Step 5 — Apply Tolu's Expertise
23Step 6 — Give Them an Action
24The Master Content Formula
25Titles Are a Major Part of the Strategy
26Clickbait Is Allowed — But It Must Deliver
27What Makes a Strong Tolu Title — The Full Framework
28Titles Must Sound Like Real People
29The Language Level
30Local Relevance
31What We Should Not Do
32What We Should Do More Of
33Content Should Feel Like This
34Bad vs. Good Tolu Post — Example 1
35Bad vs. Good Tolu Post — Example 2
36The Content Calendar Should Be Dynamic
37Content Volume Without Content Chaos
38How We Should Think About Competitors
39The Content Team's Main Question
40The Quality Check
41The Brand in One Simple Idea
42The Content in One Simple Idea
43The Master Formula
44The Final Brand Standard
44 sections · Working content architecture v1.0 · The six territories and five formats should be reviewed as the brand grows.
Part I — Foundations
Brand & Audience
Everything Tolu Naomi publishes starts here: a clear centre, a specific audience, and the way that audience actually talks about their problems.
01About the Brand
| Brand | Tolu Naomi |
| Positioning | Gut & Hormones Nutritionist |
| Main areas | Gut Health + Hormone Health |
| Main platforms | Instagram + TikTok |
| Secondary | Facebook, LinkedIn, X, YouTube Shorts |
Tolu is a nutritionist focused on gut and hormone health. The goal of the brand is not to become another general nutrition page. We do not want the page to talk about every nutrition topic just because Tolu is a nutritionist.
The brand has a clear centre:
“Gut health and hormone health.”
Everything we create should connect back to that centre. Tolu's content should help people understand what may be happening in their bodies, make better food and lifestyle choices, and know what practical steps they can take.
02What the Brand Is Trying to Build
Tolu's brand is being built around: personal brand · trust · reach · authority · community · leads · sales.
The content is not only there to get views. It should help people think:
“She understands the problem I'm dealing with.”
“She explains things in a way I understand.”
“She actually gives me useful things I can do.”
“I would trust her to help me with this.”
That is the path. Content should therefore not feel like advertising all the time. The content should make the expertise obvious.
03Who We Are Talking To
The audience is mainly Nigerians. This matters.
We should not create generic nutrition content and simply change a few food examples to Nigerian foods. The audience should be able to see their own lives in the content. They should recognise:
- The foods · the meals · the habits
- The problems · the language
- The situations · the questions
Generic
“How to build a healthy breakfast.”
Tolu version
“How to build a Nigerian breakfast that keeps you full for longer.”
The second gives the audience a much clearer reason to care.
04How the Audience Thinks
The audience does not always think in nutrition terms. Tolu knows the science. The audience knows the problem. Our content connects the two.
We should use audience language first, then bring in Tolu's professional knowledge to explain what is going on.
They don't say → They say
Not this “I have poor digestive health.”
This “My stomach is always disturbing me.”
Not this “I need to improve my gut microbiome.”
This “Why am I always bloated?”
Not this “I need better hormonal support.”
This “Why is my period suddenly doing this?”
Not this “I have an issue with satiety.”
This “Why am I hungry again after eating?”
05The Main Brand Umbrella
Everything sits under Gut & Hormone Health. This is our main umbrella.
- We are not building a weight-loss page.
- We are not building a general healthy-eating page.
- We are not building a calorie-counting page.
- We are not building a generic wellness page.
Weight loss, hunger, cravings, energy, blood sugar and similar topics can appear when they naturally connect to gut or hormone health — but they should not become the main identity of the brand.
Wrong direction
“10 foods for weight loss.”
Sounds like general weight-loss content.
Better direction
“Why your gut health may matter when you're struggling with your weight.”
Now the topic has a clear connection to Tolu's actual area.
Part II — Content Architecture
The Six Core Territories
A territory is big. A topic is small. The six territories are large branches of a tree — each one can grow many smaller branches for a long time.
06Content Territories
Gut Health = a territory. Constipation, bloating, probiotics and fibre = topics. We should not make constipation one of our six main territories, because there is only so far we can take it. The six main territories need to be large enough to give us content for a long time.
07–12The Six Core Territories
The exact structure should be reviewed as the brand grows, but the working content architecture is:
Territory 01
Digestion
How the body handles food — and the problems people experience during digestion. This territory can keep growing because digestion touches almost every meal and many everyday health problems.
BloatingConstipationDiarrhoeaGasIndigestionHeartburnRefluxBowel movementsFibreWaterMeal timingEating speedFood toleranceDigestive discomfortFoods that affect digestionHabits that support digestion
Territory 02
Gut Health
Broader than digestion — the health of the gut itself, and how food and lifestyle affect it. Room to teach deeper concepts without becoming too academic.
Gut bacteriaThe gut microbiomeFibrePrebioticsProbioticsFermented foodsGut-friendly foodsThe gut barrierGut-brain connectionAntibiotics & gut healthFood & the microbiomeGut-health mythsLifestyle & gut healthLong-term gut habits
Territory 03
Hormones
The broad hormone territory. The goal is not to make every post sound like a biology lesson — start with something the audience notices, then explain the hormone connection.
InsulinCortisolThyroid-related nutritionOestrogenProgesteroneTestosteroneBlood sugarStress & hormonesSleep & hormonesFood & hormonesHormonal changesHormone-supportive nutritionHormone myths
Territory 04
Women's Hormonal Health
Its own major territory — a large amount of content can come from it. Gives Tolu space to speak directly to women when needed.
PeriodsPMSPainful periodsIrregular periodsMenstrual cyclePCOS-related nutritionMenopausePerimenopauseFertility-related nutritionHormonal changesFood & the cycleLifestyle & hormonal health
Territory 05
Men's Hormonal Health
Men's health deserves a major territory — especially useful because a large part of Tolu's current client base is male. Not a separate brand: one branch of the larger hormone-health umbrella.
TestosteroneEnergySleepStressMetabolic healthReproductive healthNutrition & testosteroneBody compositionAge-related hormonal changesLifestyle & men's health
Territory 06
The Gut-Hormone Connection
One of the most useful parts of the brand. Instead of always talking about gut and hormones separately, we explain how they connect — making the brand feel truly focused.
Gut health & hormonesGut & menstrual healthGut health & blood sugarGut-brain connectionStress & digestionConstipation & hormonal changesGut bacteria & hormonesInflammation & healthSleep, gut & hormonesFood, gut & hormones
13Territories Are Not Rigid Boxes
The six territories give us direction. They are not six boxes every post must fit into perfectly. One post may fit into two or three territories.
Example
“Why constipation can get worse around your period.” can sit under:
DigestionWomen's Hormonal HealthGut-Hormone Connection
That is completely fine. The territories are there to stop us from becoming random — not to limit creativity.
Part III — The Content System
6 × 5 = 30 Content Ideas
The system is organised behind the scenes, so our creative energy goes where it matters most: the angle.
14The 6×5 Content System
6 territories × 5 formats = 30 content ideas. The purpose is not to blindly make 30 posts — it is to stop starting from zero every time we need content.
Instead of asking “What should we post today?” we already know the brand territory, the audience problem, and the content format. This leaves our creative energy for the most important part:
The angle.
15–19The Five Core Content Formats
The five formats should all give the audience something useful. We are not creating content just to point out problems. The content should usually end with:
“Okay, this is what I can do.”
20Save-Worthy Content Is the Goal
One of the main goals of Tolu's content is saves. A save means the person thought: “I may need this again.” That usually happens when the post contains something useful, such as:
- A checklist · steps · a guide · a food list · a meal idea
- A mistake to avoid · a simple explanation
- A practical framework · a clear action plan
Before publishing, ask
“Would someone save this?” — If the answer is no, ask: “What useful thing can we add?”
Not every post needs to be a huge guide. But most posts should leave the person with something worth keeping.
21The Content Creation Process
Every post should move through six steps:
Find the audience problem
What is the person dealing with? Start with the person's problem.
“I'm always bloated.”“I haven't pooped in days.”“My period is always painful.”“Why am I always tired?”“I keep getting heartburn.”“Why am I having these cravings?”
Choose the territory
Which part of Tolu's brand does this belong to?
Bloating Digestion / Gut Health
Painful periods Women's Hormonal Health
Insulin Hormones
Gut bacteria & hormones Gut-Hormone Connection
Choose the format
Pick the best way to deliver the information.
Problem “I keep getting heartburn.” · Territory Digestion · Format Stop Doing This
Find the contrarian angle
Deliberately challenge the normal assumption: what can we say that goes against what people normally expect?
Normal belief “More fibre is always better.”
Contrarian “More fibre isn't always the answer to your constipation.”
Normal belief “If food is healthy, it cannot cause digestive problems.”
Contrarian “Healthy food can still upset your stomach.”
Normal belief “You need a special food to balance your hormones.”
Contrarian “You don't need a special ‘hormone-balancing’ food.”
Contrarian does not mean shocking for attention. It means challenging an existing belief with a useful and accurate point.
22Step 5 — Apply Tolu's Expertise
This is where Tolu's professional knowledge comes in. The audience gives us the problem. The angle gets their attention. Tolu gives them the explanation.
The explanation should be correct · simple · clear · practical · easy to understand. We do not need complicated words to prove Tolu knows what she is talking about. Expertise should make the content clearer, not harder to understand.
23Step 6 — Give Them an Action
The audience should know what to do next.
Too vague
“Fibre is important for gut health.”
Clear action
“Start adding fibre through foods like beans, oats, vegetables and fruits — and increase it gradually if your current intake is low.”
Too vague
“Avoid eating too close to bedtime if you have reflux.”
Clear action
“Try to finish dinner 2–3 hours before bed and stay upright after eating.”
The exact recommendation must always match the topic and Tolu's professional guidance.
24The Master Content Formula
Audience Problem
↓
Territory
↓
Format
↓
Contrarian Angle
↓
Tolu's Expertise
↓
Specific Action
↓
Save-Worthy Content
This is the core formula the team should use.
Part IV — Titles
The Title Strategy
A great post with a weak title can fail. The title earns the attention; the content earns the save.
25Titles Are a Major Part of the Strategy
If people do not stop to read, the value inside the post does not matter. So we take titles seriously. The title's job is to make someone think:
“Wait. What?” · “That's me.” · “I need to know this.” · “I've been doing this.”
The title should earn the reader's attention.
26Clickbait Is Allowed — But the Content Must Deliver
We can use strong, clickbait-style titles. We should not be afraid of them. The important rule:
“The title can create curiosity. The content must satisfy that curiosity.”
Strong titles that work — because the post pays them off
STOP EATING YOUR VEGETABLES LIKE THIS — works if the post genuinely teaches something useful about preparing or eating vegetables.
YOUR “HEALTHY” BREAKFAST MIGHT BE WHY YOU'RE HUNGRY AGAIN — works if the post explains the problem and gives a better breakfast structure.
BEFORE YOU TAKE ANOTHER PROBIOTIC, READ THIS — works if the post genuinely gives useful information about probiotics.
27What Makes a Strong Tolu Title — The Full Framework
The title is not the summary of the post. The title is the reason to open the post.
A good title tells the audience what the post is about. A strong Tolu title makes them think:
“Wait. What?” · “Am I doing this?” · “I need to know this.” · “This might be me.” · “Nobody told me this.” · “Let me read this before I do something wrong.”
We should not be afraid of clickbait-style titles. The goal is to get attention without lying. The title can be dramatic. The content must be honest. The title creates the curiosity; the content pays it off.
27.1Create a curiosity gap
Give them enough to know the post matters — but leave something they need to discover.
Weak Before you take another probiotic, read this.
Stronger STOP TAKING PROBIOTICS UNTIL YOU KNOW THIS
Harder YOUR PROBIOTIC MIGHT NOT BE DOING WHAT YOU THINK
Hardest YOU'RE SPENDING MONEY ON PROBIOTICS. BUT DO YOU EVEN NEED ONE?
27.2Call out a problem they already have
The person should feel the post was written for them. The title should make the right person stop immediately.
Weak Why are you always bloated after eating?
Stronger IF YOUR STOMACH BLOWS UP AFTER YOU EAT, READ THIS
Harder YOU'RE NOT “JUST BLOATED.” HERE'S WHAT YOU MAY BE MISSING
Hardest WHY DOES YOUR STOMACH LOOK FINE IN THE MORNING AND HUGE AFTER YOU EAT?
27.3Challenge something they believe
One of the strongest tools we have. Not to be controversial for no reason — to make the audience rethink something.
Weak More fibre isn't always better.
Stronger MORE FIBRE MIGHT BE MAKING YOUR CONSTIPATION WORSE
Harder STOP ADDING MORE FIBRE IF THIS IS HAPPENING TO YOU
Hardest EVERYONE KEEPS TELLING YOU TO EAT MORE FIBRE. THEY'RE MISSING THIS.
27.4Promise a clear result
The audience should immediately understand what they can get. The more specific the problem, the stronger the title.
Weak How to build a breakfast that keeps you full.
Stronger BUILD YOUR BREAKFAST LIKE THIS IF YOU'RE HUNGRY AGAIN BY 10AM
Hardest EAT THIS WAY IN THE MORNING IF YOU'RE TIRED OF SNACKING BEFORE LUNCH
27.5Use a warning
Warnings create attention because people don't want to make mistakes. The audience should feel: “Wait. I do that.”
Weak Stop doing this if you constantly have heartburn.
Stronger IF YOU KEEP GETTING HEARTBURN, STOP DOING THIS AFTER DINNER
Harder YOUR NIGHT-TIME HEARTBURN MIGHT BE COMING FROM THIS HABIT
Hardest STOP DOING THIS AFTER YOU EAT IF YOUR CHEST KEEPS BURNING
27.6Create recognition
The reader should see the title and think: “That's exactly what is happening to me.”
Weak If your period keeps changing, don't ignore this.
Stronger YOUR PERIOD USED TO BE NORMAL. NOW IT'S ALL OVER THE PLACE. READ THIS.
Hardest IF YOUR PERIOD HAS SUDDENLY CHANGED, DON'T JUST “WAIT IT OUT.”
27.7Use “Before you…”
Stops someone before they take an action. Works especially well when the audience is already being sold solutions elsewhere.
BEFORE YOU BLAME YOUR HORMONES FOR YOUR WEIGHT, CHECK THIS
27.8Use “Stop…”
Direct. An immediate interruption. The post must explain what they should do instead.
STOP TAKING RANDOM SUPPLEMENTS FOR YOUR GUT
STOP CUTTING OUT FOODS JUST BECAUSE THEY MAKE YOU BLOAT
27.9Use “You're doing X wrong”
Tension between what the person thinks they're doing right and what they may be doing. Especially useful for practical how-to posts.
YOU'RE TRYING TO FIX YOUR GUT. BUT YOU MIGHT BE DOING THIS WRONG.
27.10Use “Nobody tells you…”
Creates the feeling the audience is about to learn something they missed. Only use when the post genuinely contains a useful insight.
NOBODY TELLS YOU THIS ABOUT YOUR PERIOD
NOBODY TELLS YOU WHAT HAPPENS WHEN YOU KEEP IGNORING YOUR GUT
27.11Use “You don't need…”
Challenges the idea that the audience must buy, remove, add or complicate. Removes complexity — very strong.
YOU DON'T NEED AN EXPENSIVE SUPPLEMENT TO START IMPROVING YOUR GUT HEALTH
YOU DON'T NEED TO EAT SALAD EVERY DAY TO EAT MORE VEGETABLES
27.12Use “The real reason…”
Tells the audience they may have been looking in the wrong place. The content must then explain the actual reason.
THE REAL REASON YOU'RE HUNGRY AGAIN AFTER BREAKFAST
THE REAL REASON YOUR CONSTIPATION ISN'T GETTING BETTER
THE REAL REASON YOU KEEP GETTING HEARTBURN AT NIGHT
27.13Use “If you…, read this”
Simple but very targeted — especially when we know exactly who the post is for.
IF YOU'RE ALWAYS BLOATED AFTER EATING, READ THIS
IF YOUR PERIOD IS ALWAYS AROUND THE CORNER WITH NEW SYMPTOMS, READ THIS
27.14Use numbers with a strong promise
The number says the post is easy to consume; the promise gives a reason to care.
Weak 5 Gut Health Tips
Stronger 5 THINGS I WOULD FIX FIRST IF YOUR GUT IS ALWAYS UPSET
Hardest 5 GUT HEALTH MISTAKES YOU NEED TO STOP MAKING
27.15Use “Don't ignore this”
Works well for symptoms and changes. The content must be responsible — never use fear just to get clicks.
DON'T IGNORE THIS IF YOUR PERIOD HAS CHANGED
DON'T IGNORE THESE SIGNS THAT YOUR DIGESTION IS STRUGGLING
27.16Use “What happens when…”
Creates a natural reason to keep reading. The title creates the question; the carousel gives the answer.
WHAT HAPPENS TO YOUR GUT WHEN YOU KEEP TAKING ANTIBIOTICS?
WHAT HAPPENS WHEN YOU EAT TOO CLOSE TO BEDTIME?
WHAT HAPPENS WHEN YOUR BLOOD SUGAR KEEPS SPIKING AND DROPPING?
27.17Use contrast
Put two ideas against each other. Challenges simple thinking and creates strong curiosity.
HEALTHY DOESN'T ALWAYS MEAN GUT-FRIENDLY
A “HEALTHY” BREAKFAST CAN STILL LEAVE YOU HUNGRY
GOOD FOOD CAN STILL BE BAD FOR YOUR SYMPTOMS
27.18Use “You think X. But…”
One of the easiest contrarian hooks. The first half creates recognition; the second creates curiosity.
YOU THINK IT'S JUST BLOATING. BUT HERE'S WHAT YOU MAY BE MISSING.
YOU THINK YOUR HORMONES ARE THE PROBLEM. START HERE INSTEAD.
YOU THINK YOU'RE EATING HEALTHY. BUT LOOK AT THIS PART OF YOUR MEAL.
27.19Use strong “This is why” titles
Works when the audience knows the symptom but not the reason. We promise to explain it.
THIS IS WHY YOU KEEP GETTING HEARTBURN AT NIGHT
THIS IS WHY YOUR CONSTIPATION MAY NOT BE FIXED BY MORE FIBRE
27.20The Tolu Title Test
Before approving a title, ask:
Stop? Would I stop scrolling? If not, make it stronger.
Real? Does it sound like something a real person cares about? If not, make it more specific.
Question? Does it create a question in my head? If not, add curiosity.
Challenge? Does it challenge something? If not, find a stronger angle.
Promise? Does it promise something useful? If not, make the benefit clearer.
Nigerian? Does it sound Nigerian enough? If the topic needs local context, add it.
Deliver? Does the content actually deliver what the title promises? This is non-negotiable.
27.21 — The Golden Rule
Don't make the title safe just because the content is educational. The title can be bold, dramatic, uncomfortable, a warning. It can challenge what people believe. But once they open the post, we have to deliver.
The title gets the attention. The content earns the save.
28Titles Must Sound Like Real People
Avoid titles that sound like a university lecture.
Avoid
“Understanding the Role of Dietary Fibre in Gastrointestinal Health”
Use
“Why you're still constipated even though you eat vegetables.”
Avoid
“The Relationship Between Dietary Patterns and Hormonal Regulation”
Use
“What you eat can affect your hormones. Here's how.”
Avoid
“Optimising Your Gastrointestinal Microbiome”
Use
“5 simple things that can support your gut.”
Simple does not mean shallow.
Part V — Voice & Rules
How Tolu Sounds
The reading level, the Nigerian context, and the do's and don'ts that keep every post on-brand.
29The Language Level
All Tolu content should be written at approximately a 12–13-year-old reading level:
- Short, clear sentences · simple words · familiar examples
- No unnecessary jargon · no academic writing · no complicated explanations when a simple one works
Instead of
“Dietary diversity is essential for maintaining a healthy microbiome.”
Say
“Your gut needs different types of food to support different types of good bacteria.”
Instead of
“Volume eating can improve satiety.”
Say
“Some foods can help you feel full without needing a huge meal.”
The goal is not to sound less intelligent. The goal is to make the information easier to understand.
30Local Relevance
Tolu's content should feel relevant to Nigerians — foods, meals and situations people actually know:
RiceBeansYamPlantainGarriBreadNoodlesEggsMoi moiAkaraPapOatsSoupsSwallowUguEweduOkraWaterleafBitterleafCabbageLocal fruitsNigerian breakfast habitsNigerian meal patterns
We should not force Nigerian references into every post. But when a topic can be made more useful with a local example, use it.
31What We Should Not Do
✕ Don't
- Do not become a general nutrition page. Everything connects back to gut and/or hormone health.
- Do not make small problems into major territories. Constipation, bloating and heartburn are topics inside bigger territories.
- Do not start with professional language. Start with the problem the audience understands.
- Do not make content just because Tolu knows the information. The audience must have a reason to care.
✕ Don't
- Do not create content that only points out problems. Whenever possible, give the person something to do.
- Do not force the audience into a fixed posting pattern. The system is organised behind the scenes; the audience should experience variety.
- Do not repeat the same topic with slightly different words. If we've covered something, we need a new angle.
- Do not use complicated words when simple words work. No sentence should need to be read twice.
- Do not create fake controversy. Challenge an assumption, then explain why.
32What We Should Do More Of
Create content that makes people say:
“I didn't know that.”
“I've been doing this.”
“This explains why.”
“I need to try this.”
“I'm saving this.”
“I need to send this to someone.”
Those are strong signs that the content is useful.
33Content Should Feel Like This
✓ It should feel
- Clear · helpful · direct
- Friendly · practical · human
- Confident · easy to understand
✕ It should not feel
- Robotic · academic · like a textbook
- Overly polished · full of medical jargon
- Like an advertisement
Tolu is the expert. She does not need to sound like she is trying to prove it.
Part VI — Standards & Thinking
Examples, Calendar & Quality
What a good Tolu post looks like, how the calendar works, and the check every post must pass.
34Bad vs. Good Tolu Post — Example 1
Bad
“5 Benefits of Fibre for Gut Health”
- Slide 2: “Fibre supports digestive health.”
- Slide 3: “Fibre promotes regular bowel movements.”
- Slide 4: “Fibre supports the microbiome.”
Technically educational — but very easy to scroll past.
Better
“MORE FIBRE ISN'T ALWAYS THE ANSWER TO YOUR CONSTIPATION”
- Explain why
- Talk about the person's current diet
- Explain the role of water and gradual fibre changes
- Explain when adding more fibre may not solve the problem
- Give practical food examples
- Tell them what they can try
Now the post has: a hook + a challenge + education + action.
35Bad vs. Good Tolu Post — Example 2
Bad
“Understanding Insulin”
Too broad. Too academic. Not enough reason to click.
Better
“5 THINGS YOU SHOULD KNOW ABOUT INSULIN”
Clear. Simple. Useful.
“INSULIN ISN'T THE ENEMY. HERE'S WHAT IT ACTUALLY DOES.”
Now there is tension — the content then explains the science in simple language.
36The Content Calendar Should Be Dynamic
We do not rotate formats in a fixed order. That would make the system predictable. Instead, mix formats based on the ideas available.
Two example weeks
Week A Stop Doing This · Guide · How To · Breakdown · Do This Instead
Week B How To · How To · Stop Doing This · Breakdown · Guide
The system is organised for the team. The output should feel natural to the audience.
37Content Volume Without Content Chaos
Without a system, the team starts from zero every time: “What should we post today?” With the system:
“Which territory are we exploring?” → “What problem are we solving?” → “Which format fits?” → “What belief can we challenge?” → “What can Tolu teach?” → “What should the person do?”
This reduces analysis paralysis — and makes it easier to create more content without making random content.
38How We Should Think About Competitors
We can study other nutrition and health creators to understand:
- Which topics get attention · which titles work · which formats are used often
- Which questions people keep asking · which topics get comments · which posts people save · which ideas are becoming common
But we should not simply copy them. The purpose is to find proof that people care about a topic or format. Then we build our own version using:
Our version is built with
Tolu's expertise
Nigerian context
Gut and hormone health
A different angle
Better practical value
39The Content Team's Main Question
Before creating any post, ask:
“Why would this person stop scrolling?” → “Why would they keep reading?” → “Why would they save it?” → “What do I want them to do with this information?”
If we cannot answer those questions, the idea probably needs more work.
40The Quality Check
Before a post is approved, check:
Brand
- Does it fit gut and/or hormone health?
- Does it support Tolu's positioning?
- Does it feel like Tolu?
Audience
- Is this relevant to the people we want to reach?
- Does it make sense in a Nigerian context?
- Does the language sound natural?
Title
- Would someone stop scrolling?
- Is there curiosity? Is there tension?
- Does the title make a clear promise?
Content
- Does it actually deliver on the title?
- Is the information useful?
- Is it easy to understand?
- Is Tolu's expertise clear?
Action
- Does the person know what to do?
- Is there a clear next step?
Save Value
- Would someone want to keep this?
- Does it work as a reference?
If the answer to several of these is no, the post needs more work.
Part VII — The Essentials
If You Remember Nothing Else
41The Brand in One Simple Idea
If someone joins the team and only remembers one thing, it should be this:
The brand
“Tolu helps people understand and improve their gut and hormone health through simple, practical nutrition content.”
We are not trying to make nutrition sound complicated. We are trying to make complicated nutrition easier to understand.
42The Content in One Simple Idea
The content
“Start with a real problem the audience cares about. Put it inside one of Tolu's big content territories. Give it a strong format. Find a contrarian angle. Use Tolu's expertise to explain it. Then give the audience something useful to do.”
That is the content engine.
43The Master Formula
Real Audience Problem
↓
Big Gut / Hormone Territory
↓
Content Format
↓
Contrarian Angle
↓
Clickable Title
↓
Simple Expert Explanation
↓
Practical Action
↓
Save-Worthy Value
44The Final Brand Standard
We are not trying to make the smartest-looking nutrition content. We are trying to make content that makes people understand something, care about it, and know what to do next.
Everything has a role
Knowledge Tolu's professional knowledge is what makes the information valuable.
Relevance The audience's real-life problems are what make the information relevant.
Attention The title is what gets them in.
Trust The explanation is what earns trust.
Usefulness The action is what makes the content useful.
Value The save is the sign the content was valuable enough to keep.
Focus The gut + hormone focus is what keeps the whole brand connected.
Everything should work together.
TOLU NAOMI.
Gut & Hormone Health — Internal Brand & Content Guide · v1.0
TN