Content Model

This project aims to solve the challenge of inconsistent content creation by developing a structured content model that aligns with audience needs, clear goals, and SEO optimization. It will address the need for a cohesive content calendar and continuous improvement to ensure content effectiveness.

My Role

Art Direction, Brand Strategy, Concept Development

The challenge we aim to solve is transforming how content is developed and managed within World Vision Canada, from inception to release. Our goal is to innovate the process in a way that addresses three critical areas: enhancing fundraising efficiency, streamlining content creation and usage, and optimizing internal workflows. By tackling these challenges, we can drive greater impact and improve overall organizational performance.

01. challenge

02. discovery

In our current state, content is mostly developed in a reactionary fashion. Significant resources are invested in the development of content for one purpose/objective/channel. Whenever possible, we endeavour to repurpose content but a significant organizational culture shift is required to gain meaningful traction on scalable content optimization

Content Flow

In our current state, content development resources are spent in excess. Subjectivity is a consistent contributing factor. Increasing objectivity is a common challenge within the creative industry where subject matter experts are leveraged to interpret abstract ideas and develop innovative solutions.

How should we speak about subjective topics like creativity to promote objectivity?

Content Development

03. solution

“Always On” Content Model

Develop an “always on” content model.
Content development is planned based on the outcome of annual objective setting, organizational themes, and optimized resource gathering/curating opportunities.
Content is then disseminated according to plans and articulated by a narrative-driven omni-channel or cross-channel content strategy.
Development is highly curated to maximize effectiveness and efficiency.

Scalable Content Development

Scale our content development team to meet demand while maximizing quality, efficiency, and budget.

This model focuses our in-house content development resources on the highest value work while leveraging our content development bench strength for economical execution of channel-specific rollout.

CONTENT DEVELOPMENT

The development of the “big idea”, resources, and key content pieces, prepped for adaptation and versioning. Interpreting content needs and translating them into tangible, actionable creative solutions. Provides oversite and direction to content rollout teams.

PRIORITY

Awaken & Decide content

DELIVERABLES

Premium creative pieces
Campaign statements
Style guides
Mood boards & mock ups
Templates
Resources tool kits

PRIMARY END USER

Internal stakeholders and select collaborators.

RESPONSIBLE

In-house content developers
Prime vendors
Select consultants

CONTENT ROLLOUT

The adaptation and versioning of content for channel and purpose-specific rollout.