I work in Healthcare communications creating customized solutions for clients to meet their member’s needs. The content is the heart of the message whether it is digital or print. Whatever the main message is, the content will provide the member with the information they need to be successful in their wellness journey utilizing the resources and tools available to them. For my industry, the main issue is that members don’t understand their benefits or the additional tools that have ben provided. In order to clarify communications, it has to be in easy to understand content that delivers keep points with clear directions on how to access tools.
In order to keep the members attention in multiple communications, the subject has to change giving new information to keep their interest. Deciding how much content is needed can be tricky. While you want to give the member important information, you have to consider the method of delivery being used.
- Email – Keep the content short and precise making sure important call to actions remain above the folder.
- Mailers – Designed according to the amount of space needed. Postcards will be short, while self-mailers can be a few pages/panels.
- Website – House many different content pieces and articles past as well as present. The site can also be linked to from other communications such as mailers or emails.
“Very best content strategy is one that mirrors the users’ mixed diet. There’s no reason to limit yourself to only one content type.”
In order to make a communication successful, the content has to be written after a thoughtful outline has been developed. The outline will pull all of your thoughts together providing direction to a writer as well as the client if needed. You need to understand your audience, what the issue or main topic is and most importantly how you intend to offer a solution. This doesn’t just apply to healthcare; this concept can be used in other industries such as fashion, vacation and technology. For example, if you are targeting a male audience for watches in an email campaign, you will want to design towards a male demographic. The content has to have a masculine tone and a solution as to why he must have this watch.
Additionally, I have worked within content management systems. I managed the content for well-being campaigns within a mobile app. To get started, it was important to understand the audience and break the content down into sections or content mapping. Once this mapping had been established, further planning was done to ensure that all of the content was making sense as it led into the next topic. The mobile app was designed to give the user access to health and wellbeing content while earning incentives to continue through the program. The content was written to make sure the user was engaged and continually given the opportunity to learn more. The user would choose a weekly topic to work on, and as they completed an activity, they earned incentives. The campaign has proven successful and continues to grow while helping the members live a healthier life.
I have learned a lot about content working in print, web, email and mobile. Every scenario has a different solution, but the backbone of a successful campaign lies within the content. The most successful designs I have been a part of were due to working closely with a copy writer from the start. As the design progressed, having the copy writer by my side to edit and adjust content ensured the objective was being met. It is important in the beginning of any project, large or small, to have a clear plan on how to tackle the content needed. Outlines and content mapping are essential in staying organized and visualizing where you intend the project to go before even starting. Content is part of everything we do and see. To understand how to develop a successful campaign or project, you must first understand the importance of content.
References:
Nielsen, J. (2007 November 11). Long vs. Short Articles as Content Strategy. Retrieved from http://www.nngroup.com: https://www.nngroup.com/articles/content-strategy-long-vs-short/?lm=content-strategy&pt=course
Rampton, J. (2016 October 2). 5 Key Components To A Successful Content Marketing Campaign. Retrieved from http://www.forbes.com: https://www.forbes.com/sites/johnrampton/2016/10/02/5-key-components-to-a-successful-content-marketing-campaign/#551090655ebc
(n.d.). What Is a Content Map? The Definitive Guide. Retrieved from http://www.conductor.com: https://www.conductor.com/learning-center/content-map-guide/
Holly Checchia 