Brandwatch content enablement strategy
Role: Director of Content Design
Brief: Instil the value of content design and content strategy in the business. Improve content quality brand-wide
Responsibilities: Content strategy, UX strategy, business strategy, design operations, leadership and direction
Introduction
Content thinking had never been considered as a pillar in company strategies or tactics. Design and UX focus was visual, not verbal.
I was employed to change that. In April 2022, I set out a 5-year plan to elevate the quality of content inputs and outputs.
My strategy assesses existing content maturity and standards, and defines how to optimise at scale.
Findings and assessment
What are the key issues and opportunities? What’s the best path for progression?
Audit and analysis
Data comes from existing and new audience research, SWOT, heuristic measurement and internal stakeholder feedback.
Vision, mission and goals
What does content enablement aspire to achieve? And how?
Strategic alignment
How does content enablement connect to the wider business?
Goal 2 - objectives and tactics
Content standards, practices and frameworks can be applied systematically to elevate quality across the customer lifecycle.
Goal 1 - objectives and tactics
With a defined set of standards, practices and frameworks, content creation (and creators) can align under shared benchmarks of quality.
5-year Roadmap
Year 1 is focused on defining quality and upskilling the business. I’ve created numerous deliverables and programs as part of this.
Goal 3 - objectives and tactics
Enablement can be maximised with strategic investments in people, process, planning and all other elements in the means of production.
