Creative Content Kit is a four-step process for creating content strategy, inspired by ‘The System of Publishing’ theory (Bhaskar, 2013). Each stage contains a set of cards with methods, content types, platforms and tools.
The deck of 65 cards is made for content professionals and non-specialist to ideate, test and solve content problems. It provides a helpful visual structure to ease communication in planning alone, with your team and clients.
The first stage, Model, consists of cards with methods and tools that help you define the reason why your content needs to exist. You will start with the cards about Audience and progress to work with the cards about Product, Brand or Business.
The second stage presents Content types that you can choose to include in your editorial approach. With the information you gather from the previous stage, you will think about what types of content you need to address your audience, aligned with your product/service, brand or business. There are no rules to pick one type or the other, but as you go through the cards, you will know which is a priority for you.
Platforms are the channels and frames that will represent and distribute your content. They represent how and where your audience will experience it: videos on Facebook, photos on Instagram, short texts on Twitter, etc. At this stage, you will check your editorial ideas and goals to define which platform best suits it.
Finally, you want to ensure your strategy will Reach your audience, to make sure content is not lost or ignored. You can then make use of practical tools, tips and tactics regarding exposure to capture their attention.
The cards have numbers, a title, a subtitle - guiding you to make your choices - and body text that will indicate what you can start doing with call-to-action bullet points.
Ana Bender is a content strategist with ten years of experience working with early-stage businesses to develop Brand and go-to-market campaigns. Specialised in primary and secondary research, content and brand management to help companies cut through the noise and engage with their audiences in valuable and meaningful ways. During her Master of Arts in Publishing (London College of Communication, UAL), she received academic distinction for distilling and packaging the spirit of content into a design tool, the Creative Content Kit.
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