Content Strategy

I took a photo of an old painted brick wall in my backyard and then posted it on Instagram. Now it is content.

What is content?

Content is information presented in context with form. For example, when this sentence is presented within an article on a website, it becomes content. Here, the sentence is not just a statement of information but is presented in a specific format (a written article) within a particular context (a website), transforming it into content.

We contextualise information in various formats by associating it with other pieces of information. By combining these instances of content, we create experiences. In essence, this is how we perceive and interact with the world.

Each moment is composed of the instances of content that we focus on and the connections we make between them. It is through this lens of narrative and association that we shape our experience.

Through planning, designing, and creating content, we can shape how our audience perceives, interprets, and engages with each moment of their experience. Similar to how a painter uses a canvas and a palette of colours to create an image, we utilise various media, platforms, and sources of information to craft experiences.

Embracing this perspective, we can see everything as a canvas, and every piece of information as our medium. Our craft lies in the intentional arrangement of information, guided by narrative, to create immersive experiences. Whether we are planning a website, producing a campaign or curating an art project, we start by intentionally considering how we mix and blend information, how it is presented, and its context within the framework of our intended narrative.

Shea