Also very important: what tone of voice do you use, both textually and visually? What feeling do you want your readers, viewers and listeners to have after reading, seeing and hearing your content? It is important what you say, but even more important how you say it. This depends on the language you use, the way you formulate sentences and the words you choose. And also on the images you distribute, whether they are photos, graphic elements or animations. Think about how you as an organisation or brand seamlessly connect verbally to your visual identity.
Content Formats and CategoriesStep 3: Categories and formats
To structure all your content, it is useful to use fixed formats. That is, content in a recurring switzerland phone number libraryrecognizable structure, as is also done in sections. In this phase, you vary the way you present your content. So they are not all videos. It is actually very useful to vary in content types. For example, you can use a Factchecker as a fixed section to prove your credibility on specific topics. Or an atmospheric video to capture the passion of your customers or employees in images. The format provides the framework. The content of the formats is filled in by the editors based on the common interests with your audience, the storyline of your brand and the topics from the audience journey . The audience journey provides insight into the content needs of your audience.
The content planningStep 4: Content planning
A major advantage of media thinking is that you bring structure to the use of your (online and offline) channels. Instead of ad-hoc or post-release messages, you think in advance about the creative and substantive content of your updates, which by the way contribute directly or indirectly to the job to be done. Moreover, it is not your (social) channels that are leading, but the content. You then translate this into a content plan. How often do you publish the marketing list chosen formats and sections? Via which channels? Please note: quality is more important than quantity.
The editingStep
A serious content strategy takes time. But of course you don’t have to do everything tackling the healthcare industry with behavioral design alone. Set up an editorial team. Appoint different editors per format. Which experts do you have in your
organization? Where is all the information? Which sources are there online that you can monitor and use?