Content strategy is all about deciding what you put into your information architecture that’s readable by humans – themes, subjects, words and pictures. An outline of headlines and wordcounts early on can focus a whole programme of activity, enabling space to be booked and resources to be allocated. Here’s some of the structured content I’ve done over the years.

Rapide anti-social media

Moments of Truth company Rapide commissioned a White Paper on a key message: once bad news hits the blogosphere, you’re lost. This paper compared the 96% of customers who’ll never complain to you directly to the 95.7% of people within one Standard Deviation on a normal distribution, and demonstrated how important the other few percent may be to getting your message out. Here’s the white paper.

Rapide narrative brochure

Moments of Truth company Rapide wanted to bring all its technologies, from text analysis to broadcast SMS, together in a coherent narrative. I wrote a “story” of a lone traveller’s journey across the USA, engaging with various mobile technologies along the way. Here’s the piece.

Equant brochures

Equant’s new branding continued into offerings brochures, following the ‘Equant Answers’ concept I created. The copy was technical – and needed to be – but I kept it free of clutter. Here’s the campaign, complete with PDFs.

Argos Buyers’ Guides

Over two years I researched, wrote, and planned the IA and CS of eight web-based Buyer’s Guides – designed to co-exist with Argo’s existing website, cross-connected to the main navigation with icons and text links. Take a look.