Brand Management | Creative Direction | Creativity & Ideation
Holistic Content Development
Below you'll find an example of strategic content development. Process-wise, a solution lead would come to us with technical subject matter (raw text and 3/4 baked concept) which they believe the market would have an appetite for. From there, we chop up the copy, create supportive visuals, strategize around conditions like channel optimization, call-to-actions, and key outcomes, then execute the build and measure results. These efforts would adjacently become ammunition for email campaigns and social drips developed to create demand around our in-house intellectual property. To simplify, I provide one end-to-end sample below:
Visualization
From there, I refer to my discovery notes and begin experimenting with a layout hierarchy that is both visually pleasant and effective. Once I settle on layout, I create visual assets according to our brand standards to amplify the graphic. For this example, here was the final design iteration.
Maximization
Next, we lay out our most feasible options. We consider criteria like lowest development effort, largest/proper audience, productization properties, quickest conversion, best customer experience, etc. to make the most educated decision on how we deploy the concept. For this example the considered criteria led us to believe the following was the most optimal plan of action: LinkedIn Carousel content, full-view graphic embed on our website, integration into an overarching solution-based landing page, supportive blog content, and an additional carousel graphic for social sharing. We then test, observe, measure results, and continually improve the engagement and conversion rates of said content.
Content Conveyed via LinkedIn Carousel
Full-view graphic (section above) embedded in Cloud Services page
Showing Cloud Thought Leadership to Legitimize the IP
Closing thoughts
Lastly, we bundle up all of our artifacts and look for targeted ways we can get this all in the hands of our ideal personas by way of unified, singular journey. Maybe that's an email campaign, a LinkedIn message, a landing page, a cold call, a virtual handshake... you catch our drift. That's where the real fun begins, but sadly where this page ends. I hope you enjoyed learning more about our developmental approach to creating holistic content!