(Visual) Content Strategy

Enzo Mari "Puzzle" by Danese Milano

No matter how good your contents are, without a consistent strategy they will be ineffective and they will not have the expected results.

The aim of a (visual) content strategy is to develop a series of objects/contents that perfectly fit together and represent the whole spectrum of an organization’s knowledge capital. We consider a strategy successful when the users play with the single pieces of contents and create new meanings.

To develop an effective (visual) content strategy I normally ask my clients the following three questions:

1) Who is producing and publishing the contents?

What you already know is enough to convince your audience and perspective clients that you are competent and reliable, therefore there is no point in pretending. However, before starting publishing contents you should be aware of what you really know as most of your knowledge is implicit and it needs to be formalized. I can help you and your organization mapping your knowledge and making it understandable to a wider audience.

2) Who do you want to reach out to?

Once you know what you can say you should ask yourself who you want to share your contents with. Answering to this question is crucial as this determines the language (i.e. how technical you can get), the tone of the discussion (formal or informal), the way you pitch your contents to them and eventually the most suitable means of communication you should go for.

3) What do you want your audience to do after?

Finally, you should be clear with yourselves and your audience about what you expect them to do after having received your message: making more informed decision about what to buy, joining a cause or a team, support your advocacy action, raising awareness on a specific subject, etc. Deciding what you expect the impact of your contents will be makes the communication easier and determines as well how you measure your communication campaign.

Inspiration: Enzo Mari “puzzle game” by Danese Milano

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Analyst and lecturer of Middle East politics, security and new media, he has also a significant experience as consultant on strategic communication for NGOs and communication agencies. From 2003 to 2010 he has co-ordinated the research unit on politics and security in the Muslim World of Italy’s main private news agency, Aki - Adnkronos International. He has published numerous journalistic articles, video reports and academic essays about Middle Eastern politics and the production of Islamic discourse on the Internet. Ermete Mariani holds a master degree in Arabic Language and Civilization from the University of Venice, and Comparative Politics of the Arab and Muslim World from the Institut d’Études Politiques in Paris.