Great content isn’t just about what you say, it’s about how consistently and clearly you say it. Annie Figenshu, Founder of Downstage Media and creator of the PAGER Method, helps founder-led brands and small teams stop guessing and start communicating with purpose. In this
Website Planet interview, Annie shares how her theater background shaped her approach to content strategy, what makes a system truly sustainable, and why clarity, not constant hustle, is the real key to effective marketing.
How did Downstage Media get started, and how has the company evolved since its launch?
I started Downstage Media with a theater background, a laptop, and a whole lot of curiosity. At first, I was helping arts organizations market their work. That’s where I came from, so it made sense. But pretty quickly, I started seeing the same problems everywhere.
Small teams across industries were struggling to show up clearly and consistently. They had something worth saying, but no system to say it. That’s when the business grew up a little. Today, we work with founder-led brands and lean marketing teams in services, software, and subscription-based businesses.
I still lead the strategy, but we’re not a one-woman show. We’ve got a trusted team of content creators and collaborators who help bring these systems to life. Right now, we’re focused on refining how we deliver the PAGER Method, rolling out our Beeping Simple content offers, and setting things up for long-term growth.
What types of clients do you work with, and what challenges are they usually facing when they come to you?
Most of our clients are close to the work. They’re not removed from their audience. They’re in it. Delivering services, building offers, talking to customers. They’re sharp, but stretched. And content keeps getting pushed to the bottom of the list.
When they reach out, they’re usually saying things like:
“I don’t know what to prioritize.”
“Our content feels all over the place.”
“We’re posting, but there’s no real plan.”
They’ve tried outsourcing, but it never quite sounds like them. Or they’ve handed content to someone on the team who’s already overloaded. What they really need is structure. And a way forward that doesn’t depend on guesswork or inspiration.
How do you use the StoryBrand framework when building out a marketing strategy?
I’m a StoryBrand Certified Coach, so that framework shows up in nearly everything I do. We use it to clarify the offer, tighten the message, and center the audience. It’s how we make sure people actually understand what our clients do and why it matters.
But clarity is just the beginning. Once the message is solid, we turn it into a system. That usually includes automated emails, a content rhythm across platforms, and smart tools like Mailchimp to keep it moving. (I’m a Mailchimp Pro Partner too.) The goal is always the same. Say the right thing, put it in the right place, and make sure it actually gets seen.
What makes a content system effective for a small team?
It has to work on your worst day. Not just your best one.
A good content system is clear, flexible, and not dependent on one person having a good writing day. That’s why we built the PAGER Method. It helps teams post consistently without burning out or losing the plot. It’s the backbone of
Simple Social Media and our Beeping Simple content offers.
When your system works, you stop second-guessing every post. You stop wondering if you’re doing enough. And you start building real traction with the audience you’re trying to reach.
Can you share a recent project you’re especially proud of and what made it work?
I’m working with Debra Schifrin, a communications consultant who uses corporate improv to help teams lead with agility and communicate with impact. She came to me with a sharp message, deep experience, and a growing audience. But her website and content rhythm weren’t keeping up.
We’ve been working on her brand scripts, refining her copy, building a simple blog-to-social cadence, and updating her LinkedIn to reflect the value she already delivers. We’re also designing a lead generator that gives potential clients a small, meaningful win before they even get on a call.
It’s the kind of project I love. Clear voice. Smart offer. A system that finally makes the marketing match the work.
How do you balance staying current with marketing trends while keeping content grounded and true to the brand?
I test. I pay attention. I stay curious. But I don’t chase trends just because they’re new.
Most of my clients don’t need the latest hack. They need a way to keep showing up. That’s why I focus on systems that last. Clear messaging. Thoughtful automation. Cadence over chaos.
Right now, I’m practicing what I teach. I send a biweekly newsletter called
On Brand Off the Cuff, publish blog content built to be useful (not just timely), and keep looking for smart, human ways to show up. This year, Downstage Media is a media partner at the Content Entrepreneur Expo (CEX), where I’ll be signing copies of
Simple Social Media and
The Content Entrepreneur, which I co-authored with Joe Pulizzi. It’s exactly the kind of room I want to be in—people building real businesses with clear, consistent content.
