What if putting together a digital content strategy was fun?

What if it was engaging, easy to learn and as engaging to play as a game of cards? What if it could rapidly lead to the creation of a robust and comprehensive strategy for any business?

After going through the process of defining a digital content strategy for a client many times using the three P's (pen, paper and post-its) we felt that there might be another way. We looked at physical objects, from Brian Eno and Peter Schmidt's Oblique Strategies and beautiful books created by our sister company ico design, and took inspiration from the categorisation done by e-consultancy & Chris Lakey in the periodic table of content marketing. Whilst the digital landscape is in constant change, we knew that there are enough fixed elements to warrant the creation of a framework.

And what better framework than a pack of cards? Tactile and tangible, people intuitively knew how to play with ideas in this format, and understood that information on cards can be read and ordered in many ways; shuffled, stacked, dealt and matched. Having content on cards allows new ways to create context and generates combinations that answer the many different ways to approach a digital content strategy. It turns complexity into a simple 3 step process.

Step 1. Pick your Goal cards and match them with Metrics cards.

Step 2. Pick Content type cards and Platform cards that you think might be appropriate and match then with Sharing Trigger cards and 10x cards for maximum impact

Step 3. Review your creation, then swap, shuffle and add or take away cards based on your resources/budget. What you are left with is the framework of a bespoke digital content strategy

As with any initial product idea, the first step is prototyping and user testing. We produced a few packs and have done some initial trials with encouraging results. As we suspected, the cards invite engagement – and an engaged audience with the right tools is a great combination.

The next step is getting the cards in front of more people. In order to make them available to a wider audience crowd funding seems appropriate, and we are putting together a Kickstarter to make this happen. In the mean time if you want a PDF to make your own set, or a demo of how they work, drop me a line.

Play your cards right and you could be having fun and doing a more effective job at the same time.



Steve Lloyd