I am often met with confused looks when I tell people I am a Content Strategist. And so I love when I can find compelling examples of good content strategy out “in the field.”
So, imagine you’re Boeing and you have a new 787 on the market. You’ve identified “safety” as a key motivator for your customers. You could say:
Boeing’s ongoing commitment and efforts to advance safety are substantial.
With Boeing airplanes representing roughly 51 percent of the worldwide fleet, ensuring safe travel for all passengers and crew is the primary focus of the Boeing men and women who design, build, test, deliver and support its airplanes.
…or you could say that and so much more with this video:
Now, it was awfully smart for Boeing to capture this video and then make it available for public viewing. It supports the message of safety and makes the company appear to be transparent, which further strengthens its image among travelers (who are the customers of Boeing’s customers). Why then is the company being so protective of this content? Even though I found this YouTube clip I also found several blogs where clips had been removed at the request of the copyright holder: Boeing. The original source video is on the Boeing website but is not portable nor easily shared.
So I am giving these guys a B- on Content Strategy with big points going to the content and lower points going to the distribution strategy. Now ask yourself how your Content Strategy would be graded?