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Creative Strategy

Content strategy plans for the creation, publication, and governance of useful, usable content.
Kristina Halvorson, founder Brain TrafficThe Epic List of Content Strategy by Jonathon Colman

If we use the quote above as an accepted definition of content strategy, we discover that there can be essentially two phases in properly activating a genuine content strategy for any product or website: the creation and use of content.

A truly robust content strategy is based around:

  1. Driving the creation of content.
  2. Creating systems that govern creative processes. 
  3. Enablement of users to engage with us to begin their relationship with our products. 

As such, content strategy is inherently invested with the classification and organization of the content flowing throughout our product(s) as well as the design of the systems required to build and maintain same product(s). A successful content strategy works across the enterprise, involving teams such as social media, public relations, telesales, and web production. Therefore, content strategy should be a focus of senior leadership to ensure collaborative efforts across teams and create consistent messaging across all touch points.

Content strategy will define key messaging, content auditing, purpose, SEO and metadata. It will also detail recommendations on the creation, publication, and governance required to execute the content strategy. A successful content strategy will also ensure that the content being created is relevant to the customer, useful, efficiently produced, and comprehensiveContent Strategy, the Philosophy of Data by Rachel Lovinger. 

Therefore, the successful content strategy cannot be limited to a single implementation, but rather used as the guide to drive holistic experiences that drive customer action. Content strategy is focused on utilizing content to enable those experiences for the viewer regardless of the context (e.g. out of home, digital, TV, etc.).

The main goal of content strategy is to …be experts in all aspects of communication in order to do this effectively.
Rachel Lovinger

These experiences are not inherently limited to one channel but allow the content’s use, and re-use, based upon an associated marketing strategy designed to attract, engage, and delight our customers and prospects. Coca Cola calls this liquid content that moves freely amongst themselves but do not become separate storiesCoca-Cola Content Strategy 2020 by Jonathan Mendenhall. 

Today, everything is content — so our content strategy has to consider not only the written word, but also the information architecture, visual design, photographic imagery, structure of the page, user journeys — down to the metadata used in the code. Everything is content and needs to be considered in an effective content strategy. 

In order to deliver a successful content strategy, we must focus on the processes required to research, create, author, publish, and analyze our content, and not just focus on the end-goal: delivering engaging experiences. We have to ensure that these stories, as they are used and re-used, remain connected. 

We should be able break that core content strategy into a two key parts: people and content. The people relates to the workflow and processes necessary for the creation, implementation, management, and governance of a successful content strategy. While the content portion relates to the actual assets, organization, taxonomy, and analytics of the content. 

The processes required to facilitate the delivery of the content includes the infrastructure and governance to support creation, delivery, and analysis of the content. While the content side includes the topics, assets, structure, and metrics. 

Content strategy is then focused on the what, when, and how we create while also governing who is allowed to create and the why around the analysis of content. At a high level then, the content strategy speaks to what we are creating while also whom is allowed to create and defines the procedures for approvals; in short, what you can and cannot do. 

In support of the content strategy we should apply the 70|20|10 ruleHow to Create a Content Strategy by Ian Lurie to content creation in support of any marketing content strategies:

  • 70% of our content should be the expected articles and information that customers would expect from the world leader in the timeshare industry. Articles like how-to, city guides, and testimonials on the value of being an owner with Club Wyndham
  • 20% of the content should build from the 70% by innovating on what has worked well from that large pool of content. Building out new and innovative ways that engages on a deeper level with the customer. 
  • 10% of our content should be brand new perspectives or engagements based on our role within the industry, where we are pushing POVs to disrupt as the market leader. 

Working within this type of framework will ensure a clarity to our thinking while also embracing risks and rewards. Addressing content in this manner would continue to support our current owners’ needs while also allowing experimentation and growth in the style or delivery mechanisms to reach more prospects and engage our owners more effectively.  

Tactically, if we were to begin to plot this on a calendar it might look like 70% content is developed 7 times a month, 20% is developed twice per month, and 10% is a single article per month to support this guidance. 

This approach would enable supporting the needs of our existing customers while allowing innovation in our the creation of new content could be more immersive and experiential content to enhance our brand’s equity. This high-level guidance should inform the content marketing strategy and how we approach the articles and campaigns that will be tactically delivered to support the overall content strategy. 

In conclusion, content strategy is a discipline of disciplines. Framing together perspectives from design, technology, communications, sales, etc. within the enterprise will impact the business goals. It is the proper planning, production, and curation of content that enables meaningful, engaging experiences as well as the analysis of the objective key results.

    Content strategy plans for the creation, publication, and governance of useful, usable content.
    Kristina Halvorson, founder Brain TrafficThe Epic List of Content Strategy by Jonathon Colman

    If we use the quote above as an accepted definition of content strategy, we discover that there can be essentially two phases in properly activating a genuine content strategy for any product or website: the creation and use of content.

    A truly robust content strategy is based around:

    1. Driving the creation of content.
    2. Creating systems that govern creative processes.
    3. Enablement of users to engage with us to begin their relationship with our products.

    As such, content strategy is inherently invested with the classification and organization of the content flowing throughout our product(s) as well as the design of the systems required to build and maintain same product(s). A successful content strategy works across the enterprise, involving teams such as social media, public relations, telesales, and web production. Therefore, content strategy should be a focus of senior leadership to ensure collaborative efforts across teams and create consistent messaging across all touch points.

    Content strategy will define key messaging, content auditing, purpose, SEO and metadata. It will also detail recommendations on the creation, publication, and governance required to execute the content strategy. A successful content strategy will also ensure that the content being created is relevant to the customer, useful, efficiently produced, and comprehensiveContent Strategy, the Philosophy of Data by Rachel Lovinger.

    Therefore, the successful content strategy cannot be limited to a single implementation, but rather used as the guide to drive holistic experiences that drive customer action. Content strategy is focused on utilizing content to enable those experiences for the viewer regardless of the context (e.g. out of home, digital, TV, etc.).

    The main goal of content strategy is to …be experts in all aspects of communication in order to do this effectively.
    Rachel Lovinger

    These experiences are not inherently limited to one channel but allow the content’s use, and re-use, based upon an associated marketing strategy designed to attract, engage, and delight our customers and prospects. Coca Cola calls this liquid content that moves freely amongst themselves but do not become separate storiesCoca-Cola Content Strategy 2020 by Jonathan Mendenhall.

    Today, everything is content — so our content strategy has to consider not only the written word, but also the information architecture, visual design, photographic imagery, structure of the page, user journeys — down to the metadata used in the code. Everything is content and needs to be considered in an effective content strategy.

    In order to deliver a successful content strategy, we must focus on the processes required to research, create, author, publish, and analyze our content, and not just focus on the end-goal: delivering engaging experiences. We have to ensure that these stories, as they are used and re-used, remain connected.

    We should be able break that core content strategy into a two key parts: people and content. The people relates to the workflow and processes necessary for the creation, implementation, management, and governance of a successful content strategy. While the content portion relates to the actual assets, organization, taxonomy, and analytics of the content.

    The processes required to facilitate the delivery of the content includes the infrastructure and governance to support creation, delivery, and analysis of the content. While the content side includes the topics, assets, structure, and metrics.

    Content strategy is then focused on the what, when, and how we create while also governing who is allowed to create and the why around the analysis of content. At a high level then, the content strategy speaks to what we are creating while also whom is allowed to create and defines the procedures for approvals; in short, what you can and cannot do.

    In support of the content strategy we should apply the 70|20|10 ruleHow to Create a Content Strategy by Ian Lurie to content creation in support of any marketing content strategies:

    • 70% of our content should be the expected articles and information that customers would expect from the world leader in the timeshare industry. Articles like how-to, city guides, and testimonials on the value of being an owner with Club Wyndham
    • 20% of the content should build from the 70% by innovating on what has worked well from that large pool of content. Building out new and innovative ways that engages on a deeper level with the customer.
    • 10% of our content should be brand new perspectives or engagements based on our role within the industry, where we are pushing POVs to disrupt as the market leader.

    Working within this type of framework will ensure a clarity to our thinking while also embracing risks and rewards. Addressing content in this manner would continue to support our current owners’ needs while also allowing experimentation and growth in the style or delivery mechanisms to reach more prospects and engage our owners more effectively. 

    Tactically, if we were to begin to plot this on a calendar it might look like 70% content is developed 7 times a month, 20% is developed twice per month, and 10% is a single article per month to support this guidance.

    This approach would enable supporting the needs of our existing customers while allowing innovation in our the creation of new content could be more immersive and experiential content to enhance our brand’s equity. This high-level guidance should inform the content marketing strategy and how we approach the articles and campaigns that will be tactically delivered to support the overall content strategy.

    In conclusion, content strategy is a discipline of disciplines. Framing together perspectives from design, technology, communications, sales, etc. within the enterprise will impact the business goals. It is the proper planning, production, and curation of content that enables meaningful, engaging experiences as well as the analysis of the objective key results.

    New Year, New Blog

    With January coming to a close, I still have the option of meeting a new year’s resolutionI normally don't make resolutions, but this is a good excuse for refining the site. of re-establishing a space on designomatt for articles, ideas, opinions, and case studies.

    One of my key goals is to make the content more readable; in another life, I owned a bookstore with my brothers and cherish the printed word. There is nothing like a book that has been well typeset.

    My initial styles for the site are being updated with an example type ramp below. I plan to tweak the styles as I work through this year and push the capabilites of the code to make a more readable, legible, and accessible site.

    More to come…

    Heading One Text

    Heading Two Text

    Heading Three Text

    Heading Four Text

    Heading Five Text
    Heading Six Text

    Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal.

    Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battle-field of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.

    But, in a larger sense, we can not dedicate — we can not consecrate — we can not hallow — this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never forget what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remaining before us — that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion — that we here highly resolve that these dead shall not have died in vain — that this nation, under God, shall have a new birth of freedom — and that government of the people, by the people, for the people, shall not perish from the earth.

    Abraham Lincoln

    November 19, 1863

    Ordered List

    1. Item one contains this amount of text
    2. Item two contains twice as much as the amount of text in item one.
    3. Item three contains a little bit more text than item one
    4. Item four contains text
    5. Item five is a bit more voluminous in its subject matter and contains the most amount of text of any of the items in this ordered list, wrapping to multi-lines

    Unordered List

    • Item one contains this amount of text
    • Item two contains twice as much as the amount of text in item one.
    • Item three contains a little bit more text than item one
    • Item four contains text
    • Item five is a bit more voluminous in its subject matter and contains the most amount of text of any of the items in this unordered list, wrapping to multi-lines

    With January coming to a close, I still have the option of meeting a “new year’s resolution” of re-establishing a space on designomatt for articles, ideas, opinions, and case studies.

    One of my key goals is to make the content more readable; in another life, I owned a bookstore with my brothers and cherish the printed word. There is nothing like a book that has been well typeset.

    My initial styles for the site are being updated with an example type ramp below. I plan to tweak the styles as I work through this year and push the capabilites of the code to make a more readable, legible, and accessible site.

    More to come…

    Heading One Text

    Heading Two Text

    Heading Three Text

    Heading Four Text

    Heading Five Text
    Heading Six Text

    Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal.

    Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battle-field of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.

    But, in a larger sense, we can not dedicate — we can not consecrate — we can not hallow — this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never forget what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remaining before us — that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion — that we here highly resolve that these dead shall not have died in vain — that this nation, under God, shall have a new birth of freedom — and that government of the people, by the people, for the people, shall not perish from the earth.

    Abraham Lincoln

    November 19, 1863

    Ordered List

    1. Item one contains this amount of text
    2. Item two contains twice as much as the amount of text in item one.
    3. Item three contains a little bit more text than item one
    4. Item four contains text
    5. Item five is a bit more voluminous in its subject matter and contains the most amount of text of any of the items in this ordered list, wrapping to multi-lines

    Unordered List

    • Item one contains this amount of text
    • Item two contains twice as much as the amount of text in item one.
    • Item three contains a little bit more text than item one
    • Item four contains text
    • Item five is a bit more voluminous in its subject matter and contains the most amount of text of any of the items in this unordered list, wrapping to multi-lines

    welcome foolish mortals

    linoleum block print of "welcome foolish mortals"

    welcome foolish mortals

    recently, an old college friend of mine has gotten me back into a few gallery shows out in california. they are usually part of a larger group showing and revolve around things that i love, pop culture. recently i was invited to participate in their halloween show and tried to think what i could do that would be different from the previous show…a real, physical piece of art.

    the last show, was a gojira theme, and i created a poster on the computer; it was well received and sold, but wanted to try something new with this show. going back to my roots as an artist, i settled on a linoleum block cut.

    next was the subject? halloween has been my favorite holiday for, well ever. what was a universal connotation for the holiday that really would resonate for me? something related to the haunted mansion (my favorite attraction).

    so the medium was decided and the theme set all i needed to do was come up with something. luckily, i have lots of sketches laying about so i chose an old type experiment that i had been playing around with to transpose to a block cut.

    when all was said and done, there was one framed piece for the show and fifteen more hand-pulled prints for a limited creature feature run.

    next show is november and features brad bird’s iron giant.

    new iPhone screen sizes

    iPhone-Screen-Sizes

    well, the announcement came and went and lots of folks are busy pontificating how the new products apple announced will perform. one of the things i took note of from the presentation is the new screen sizes and what that means for developers. above, is the breakdown comparison of the four screen size that still we are concerning ourselves with today. ultimately, however, the iPhone 4 will fade from our development cycle but i did want to include it for today. it is a handy guide to keep around when we are designing and updating our projects here at designomatt.

    cap alphabet

    Cap-A-01

    in between projects, tutorials and sales efforts it is always good to unwind with a creative endeavor. it provides me an easy way to clear my mind and encourage unrestrained creativity. i started this alphabet with an idea to do a different letterform for a different super hero, but i liked the “a” so much that i wanted to devote an entire character set to one of my favorite super heroes, captain america.

    Alphabet-Mockup-01

    since a second movie comes out soon, it seemed like a good way to stay motivated for some fun. the entire set is based on elements from the classic captain america uniform and is represented in color; although, the boldness of the elements would allow this to work as a single color family as well.

    now, it’s back to work…

    showcase

    Mockup-4a

    as with any project, during the overhaul of our own site we had to decide how to present our work. one of the concepts that we used was layers of screens and interfaces that hearkens to our application development. which lead us to think, what would an illustration look like if broken out into separate layers.

    we took iron man, one in our ongoing series of superheroes and villains, and broke out the illustration into some of its core components: line sketch, base coat, gloss, and special effects.

    there is certainly something to be said for this type of illustration when explaining the concept of what goes into creating a illustration. i could see this utilized to break out all the successive layers required to bring to life some of our illustrations; and even animating the layers and effects to resolve on the final illustration as a means to explain and explore the process.

    elements of magic

    editions_eom_cover

    we have recently completed a long-term project and published our first book entitled, elements of magic: the interactive guidebook to disney’s magic kingdom, and it is now available on the iBookstore.

    editions_eom_01

     

    the book covers a brief history of disneyland, and showcases each of the six lands in the magic kingdom (main street u.s.a., adventureland, frontierland, liberty square, fantasyland, and tomorrowland) as well as detailed segments on each of the major attractions (rides and restaurants) within. it features extensive original photography, an interactive timeline, immersive rich-media, 360º virtual reality views from around the park and more to bring the thrills and magic of the park to life in this new iBook.

     

     editions_eom_02

     

    it was designed for iBooks and leverages the features of the iPad and iBooks to create a compelling guidebook to capture the excitement and magic of the park.

    editions_eom_04

     

    you can download the book from the iBookstore today.

    flat donald, revised

    donald

    distilled the look and feel of the illustration down a bit more to its core essence, so it would match more of the flat mickey illustration.

    Creative Strategy

    Design strategy informs a business on the effective way to create, use, and manage creative content across their customer engagements.

    read more

    New Year, New Blog

    Using the new year as an excuse to re-establish a space on designomatt.com for articles, ideas, opinions, and case studies.

    read more

    welcome foolish mortals

    recently, an old college friend of mine has gotten me back into a few gallery shows out in california. they are usually part of a larger group showing and revolve around things that i love, pop culture. recently i was invited to participate in their halloween show and tried to...

    read more

    new iPhone screen sizes

    well, the announcement came and went and lots of folks are busy pontificating how the new products apple announced will perform. one of the things i took note of from the presentation is the new screen sizes and what that means for developers. above, is the...

    read more

    cap alphabet

    in between projects, tutorials and sales efforts it is always good to unwind with a creative endeavor. it provides me an easy way to clear my mind and encourage unrestrained creativity. i started this alphabet with an idea to do a different letterform for a different super...

    read more

    showcase

    as with any project, during the overhaul of our own site we had to decide how to present our work. one of the concepts that we used was layers of screens and interfaces that hearkens to our application development. which lead us to think, what would an illustration look like if...

    read more

    elements of magic

    we have recently completed a long-term project and published our first book entitled, elements of magic: the interactive guidebook to disney's magic kingdom, and it is now available on the iBookstore.   the book covers a brief history of disneyland, and showcases each of...

    read more

    flat donald, revised

    distilled the look and feel of the illustration down a bit more to its core essence, so it would match more of the flat mickey illustration.

    read more