Content Ecosystem
Working in international companies, often on multilingual content, I broadened traditional approaches to strategy. Inspired by Brain Traffic’s content strategy quad, I expanding areas, and added new components championing the value of strategy
In my content and concept development process I ask:
Who is the target audience, and what kind of content are they drawn to?
How will they find this content?
Does it have relevance, purpose, meaning, and utility?
Can the distribution of content be phased?
What are the key messages?
Which formats and treatments work best for the audience?
Where do all the different pieces sit in the user journey?
How do these pieces complement each other and when will they be released?
Does the idea meet the brand/client’s values and objectives?
When and how will performance and success be measured?